City Square
Rebrand
City Square Pizza
Detroit-style pizza meets punchy digital culture — a rebrand built for flavor, attitude, and community. A rebrand strategy for a proudly bold, Detroit-style pizza brand rooted in community, culture, and flavor.
THE TASK
Reposition City Square Pizza as Vancouver’s go-to Detroit-style pizza brand with a distinct digital voice that reflects its edgy, inclusive spirit — while driving tangible growth in engagement, awareness, and walk-in traffic.
THE PROCESS
DEFINE
The Challenge
City Square had low digital recall and minimal platform differentiation in a highly saturated local pizza market, despite having a unique product and an inclusive brand story.
Observation
Detroit-style pizza is still a niche concept in Vancouver
The brand’s Instagram lacked consistency, voice, and clarity
The Davie St. community craves late-night, inclusive, and culturally vibrant hangout spots
“Slice it bold.”
Insight
People need education + visual cues to crave what they haven’t tried
Inconsistent branding weakens trust and interest, especially among foodie-driven Gen Z & millennials
A pizza brand in this area has the power to become a neighborhood identity marker, not just a food spot
STRATEGIES
Targeting
BIG IDEA
“Square, Loud, and Proud.”
City Square isn’t just about pizza, it’s a cultural fixture for Vancouver’s West End. The rebrand transforms it into a hyper-local, proudly inclusive, flavour-forward brand that speaks the language of its community: bold visuals, unapologetic voice, and scroll-stopping content.
The content strategy isn’t just scroll-worthy — it’s walk-in-worthy.
EXECUTION PLAN
“Crust cam in action.”
KEY TAKEAWAY
From crust to copy, every touchpoint is designed to feel like your favourite chaotic bestie — the one who knows the best slice in town, posts it before you do, and invites you to the party after.
“Turn scrolls into decisions.”
Designed a visually loud, typography-led asset to spotlight toppings.
Raw, behind-the-scenes, unfiltered footage showing the dough-making
An interactive reel gamifies the lunch decision to drive shares and repeat views.
A bold rebrand and platform-native storytelling transformed City Square from just another pizza spot into a community-powered brand with craveable digital culture. By blending hyper-local insight, punchy visuals, and social fluency, we built more than awareness — we built belonging.
+220% follower growth (480 → 1,530) | 70% avg. Story completion rate | +20% profile visits
