Albi
Albi
Albi
Digital relaunch for a Michelin-starred Palestinian restaurant entering its next chapter.
Year
Year
2025
Scope
Content Strategy
Video & Photo Direction
Video & Photo Direction
Context
Directed the digital evolution for Albi, the Michelin-starred restaurant from 2024 James Beard Outstanding Chef Michael Rafidi, as the Palestinian restaurant entered its fifth year embracing a cultural shift from Levantine to distinctly Palestinian accompanied by a brand refresh and interior renovation.
Directed the digital evolution for Albi, the Michelin-starred restaurant from 2024 James Beard Outstanding Chef Michael Rafidi, as the Palestinian restaurant entered its fifth year embracing a cultural shift from Levantine to distinctly Palestinian accompanied by a brand refresh and interior renovation.
Strategic Insight
Treat Albi's digital platforms as an extension of the dining experience. Albi tells stories everywhere - from the Arabic ingredients on the table and the writing in the wine book to the renovated interiors. The digital presence needed to carry that same narrative.
Treat Albi's digital platforms as an extension of the dining experience. Albi tells stories everywhere - from the Arabic ingredients on the table and the writing in the wine book to the renovated interiors. The digital presence needed to carry that same narrative.
Instagram Overhaul & Video Integration
Archived the existing Instagram grid and rebuilt the account with a new visual system across photography, video, and motion to reflect the restaurant's cultural evolution.
Introduced video as a core format to capture the energy of the kitchen and team, directing and editing all video content
Developed photo direction in collaboration with Chef Rafidi, pulling color directly from the renovated interior and sourcing fabric for product photography that grounded the brand's digital identity in its physical space.
Archived the existing Instagram grid and rebuilt the account with a new visual system across photography, video, and motion to reflect the restaurant's cultural evolution.
Introduced video as a core format to capture the energy of the kitchen and team, directing and editing all video content
Developed photo direction in collaboration with Chef Rafidi, pulling color directly from the renovated interior and sourcing fabric for product photography that grounded the brand's digital identity in its physical space.
Website Direction
Led creative direction for the restaurant's website redesign, recommending a horizontal narrative scroll for the home page and shifting color backgrounds, structured like a book to mirror the storytelling already embedded in dining experience - a format that gives Albi's story the space to unfold.
Led creative direction for the restaurant's website redesign, recommending a horizontal narrative scroll for the home page and shifting color backgrounds, structured like a book to mirror the storytelling already embedded in dining experience - a format that gives Albi's story the space to unfold.
Creative Collaborators
Brand Design: Polygraph
Photography: Rey Lopez
Cinematography: Nick Enhues
Graphic Design: Jacqueline Johnsson
Motion Design: James Harrison
Web Design: Jacqueline Johnsson, Caandor Labs
Web Build: Caandor Labs
Embroidery Design: Jordan Nassar
Brand Design: Polygraph
Photography: Rey Lopez
Cinematography: Nick Enhues
Graphic Design: Jacqueline Johnsson
Motion Design: James Harrison
Web Design: Jacqueline Johnsson, Caandor Labs
Web Build: Caandor Labs
Embroidery Design: Jordan Nassar