Rusconi’s American Kitchen is a restaurant in Scottsdale known for its chef-driven, regional American cuisine with seasonal influences. Centered around a signature wood-burning grill, the menu features hearty, flavor-forward dishes that balance sophistication with affordability. Chef Michael Rusconi leads the culinary vision and team, emphasizing fresh, local ingredients and creating genuine connections with guests to create a warm and memorable dining experience.
September - October: Research & Ideation
November - December: Creation & Scheduling posts on Adobe Express
January - February: Ideating with new team
February: Photo & Video shoot
February - March: Photo & Video Editing
March - April: Creating & Scheduling New Content
Rusconi’s had a customer base primarily of 40 years old and above, and they needed to appeal to a younger audience (25 - 40) to support long term growth. Along with that, they were in need of more consistent and cohesive social media branding to increase brand awareness.
We gave their social media a serious upgrade. Ensuring visuals consistent enough that continues loyalty with the people who already love it, and eye-catching enough to pull in the ones who haven’t yet tried it.
In other words, we didn’t just make posts – we made sure people would stick around. Here’s what we did:
How the ideas came to life:
Content planning: Adobe Express scheduling & Excel content calendar
Visual design approach: upscale, welcoming, & lively
Photography/videography process: high-quality food photography (flat lays, rule of thirds, cinematic lighting), action shots (people eating and chefs cooking), and people (laughing and/or talking to Chef Michael)
Tools used: Adobe Express, Illustrator, Lightroom, Photoshop
Over the course of two semesters, with two different teams, we rebranded their social media presence to reflect a more upscale and welcoming identity. We produced fresh, high-quality content and established a consistent posting schedule across Instagram and Facebook. Using Adobe Express, we ensured the team could easily maintain this consistency moving forward. And finally, we developed creative strategies to highlight their day-to-day operations, showcasing the craftsmanship and care behind the exceptional food they create.