Pro Home Cooks - Full Rebrand, Integrated Marketing, E-Commerce Website Overhaul

The Challenge

With almost 4 million subscribers, Mike Greenfield’s Pro Home Cooks (PHC) is one of the most popular cooking channels on YouTube. His rapid rise and hectic schedule, though, delayed a long overdue rebrand year after year. Additionally, a hastily launched e-commerce platform was providing many headaches for users while also overshadowing Mike’s brand and messaging on his website.

Alongside my longtime collaborator Dave Dick of HumanFolk Studios, we undertook a complete overhaul of PHC’s branding - visual identity, mission & story, and strategic brand guidelines that would help Mike steer the ship and make decisions for years to come.

On the heels of this successful project, we were tasked with a total rethinking of PHC’s website and e-commerce operations: strategy, UX, curation, merchandising, integration of recipes and videos - all within a framework of a balanced and harmonious brand experience.

We’re currently working on an integrated marketing plan so that the PHC YouTube channel, website/shop, newsletters, and social campaigns are brought into alignment with a strategic focus on growing their user base and sales while providing a fantastic user experience from top to bottom.

The full deck of brand guidelines can be found here.

My Role

Brand & E-commerce Strategist. Brand Storyteller. UX Designer.