Randah O'Doherty
Portfolio ©2025
Krispy Kreme
Krispy Kreme was one of VML's newest clients when I was the new business design lead on this pitch. I had the pleasure of creating a look and feel and assisting with the creative mockups and pitch theatre during the pitch process. This included various pitch presentation deck designs from RFP to final presentation, pitch theatre for the in-person presentation (notebooks, custom notecards, snack packaging, a tote bag and a t-shirt) and mirco-site design to present the work to the clients. The creative team developed and presented a handful or creative branding ideas and it narrowed down to the idea "They're That Good."
Year: 2023
Client Industry: Food & Beverage
Client: VML & Krispy Kreme
Services: business development pitches, web design, print design
Role: Art Director (presentation materials) + Designer: Randah O'Doherty | Art + Creative Director: Caroline Holt |
Design Leads (creative AOR): Robb Smigielski and Meghan Still | New Business Director: Greg Taylor
Challenge: Competing to win Krispy Kreme as a new client meant stepping into a pitch with high expectations, a beloved global brand, a deeply loyal customer base, while incorporating a Halloween strategy. The challenge lay in finding a fresh, strategic creative angle that honored the brand’s nostalgic charm while pushing it forward in a competitive and evolving market. We needed to differentiate our agency not just through polished design and big ideas, but by proving we truly understood Krispy Kreme’s emotional connection with its audience. Every touchpoint — from visual storytelling to campaign concepts — had to strike the right balance of fun, warmth, and innovation to stand out in a crowded field of agencies.
This is a micro-site I designed using the presentation initial look and feel. We used ReadyMag to create dynamic sites to house pertinent pitch information for the clients to access and look back on after each pitch.
Below are some of the planning stages of the pitch process. We typically create a mini vision board of snippets of inspiration for what all of the pitch theatre/printed materials will look like together before printed.
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