MidiCi the Neapolitan Pizza Company is a fast-fine restaurant concept from Los Angeles, CA. In 2018 they entered the Gainesville, FL market at the all-new retail center, Celebration Pointe. This was a new franchise, opening in a new development…in a city oversaturated with pizza. Through a 60-day engagement prior to opening, we created and launched a go-to-market campaign.

We asked, “What sets MidiCi apart from other pizza and “Italian” places in town...and how might we make it easy for guests to know what to expect?”


MidiCi offers authentic Neapolitan pizza prepared by traditional cooking techniques, tools and the finest ingredients, imported from the Campania region of Italy.

Education became the approach and guiding principle of this campaign. The restaurant’s components: the buildout, the brand, the culture and mostly, the redefined guest experience. Let’s call it a MidiCi 101.

creating the look

The biggest inspiration came from the MidiCi environment itself. Franchises play black and white films from mid-century Italian cinema – leading us to research graphic design styles of the period to create a flexible visual identity.

The identity system used two flat colors (from the MidiCi brand), a shape (e.g. the repurposed MidiCi mark), and patterns (created from menu ingredients). This approach spread into our illustrations and animations, maximizing the design’s continuity.

Having an adaptable design system allows a brand to communicate at any size, in any format.

Inspiration for the design system came from Italian graphic design of the 1940s - 1960s...with a 2018 twist.


Two shorts were created as part of the MidiCi 101 campaign and released prior to opening. The first explains Neapolitan pizza and the second focuses on their inventory of imported ingredients (for that really authentic Neapolitan flavor).


Elements from each video were used in additional artwork, becoming graphics and a custom Snapchat filter for opening weekend.

Event & Ephemera

Brand activation happened during a preview night for local social influencers and businesses, allowing guests to experience the MidiCi brand several days before opening. Guests participated in a cooking demo with a master pizzaiolo and full menu sampling. Attendees each received an influencer kit with customized aprons and other goodies.

Since this was an audience of content creators, pizza pins were used to encourage social share with proper handles and the geo-tags.

Video by attendee Jiovanni Sierra