A highly acclaimed local restaurant, On The Nines had grown tired of being known as the area’s “best kept secret” while also carefully tiptoeing around the 19th hole moniker that came with operating on the grounds of a golf course. I helped highlight On The Nines as an exceptional dining experience in an unexpected place by crafting communications that told the stories of the people that make On The Nines unique. While many restaurants lean heavily on food photography, my strategy focused on highlighting the scratch-made process in the kitchen and behind the bar that yielded dishes and drinks that guests raved about. Instead of ignoring their golf course residency, I encouraged the restaurant to embrace their highly trafficked location (50,000 annual rounds) by leveraging the onsite golf-focused eatery Tavern at the Turn. In doing so, we helped promote and contrast both establishments by clearly defining their differences for their guests.