Projects
Executive Creative Direction & Brand Strategy
The following projects are representative examples of Elen Gasparyan’s executive creative leadership, original contribution, and industry recognition. Each project demonstrates strategic responsibility, independent decision-making, and measurable or reputational impact.
Dave’s Hot Chicken Creative Campaign
Company Context
Dave’s Hot Chicken is an American fast-casual restaurant chain specializing in Nashville-style hot chicken, headquartered in Pasadena, California. Founded in 2017, the brand operates approximately 280–310 locations globally, with active markets across the United States, Canada, the United Kingdom, and the Middle East.
Project Scope
- Responsible for creative direction, visual tone, and messaging alignment for campaign assets
- Delivered campaign content designed to support brand visibility and audience engagement
- Scope limited to creative campaign development and execution
Campaign Execution
Industry Discussion & Professional Commentary
In the Environment
“See Me, Not My Cancer” Social Impact Creative Campaign
In collaboration with Cancer Support Community Los Angeles
“See Me, Not My Cancer” is a social-impact awareness campaign developed to reframe how individuals living with and beyond cancer are perceived. The campaign intentionally shifts focus from illness to identity, dignity, and everyday humanity, emphasizing that cancer may be part of a person’s experience, but not the totality of who they are.
Creative Direction & Concept
The campaign follows a minimalist, modern visual language through a series titled “Moments That Still Happen.” It documents ordinary life scenes that continue throughout treatment and recovery, including:
- Social connection during treatment
- Family interactions following surgery
- Daily routines such as grocery shopping and morning rituals
- Quiet, personal moments that preserve confidence and self-identity
Role & Responsibility
- Led creative concept development and narrative framing
- Defined the visual and emotional direction of the campaign
- Oversaw creative execution to ensure respectful, human-centered storytelling
- Ensured ethical sensitivity, clarity, and emotional restraint appropriate for a healthcare-adjacent social initiative
Campaign In Situ
Professional Significance
- Demonstrates executive creative leadership in a sensitive social-impact context
- Reflects ability to translate complex emotional subjects into clear, disciplined creative systems
- Shows application of human-first communication principles without relying on shock, fear, or emotional manipulation
- Reinforces expertise in trust-based storytelling, particularly relevant to healthcare and nonprofit sectors
Toonk Wine International Packaging Design Recognition
- Directed brand positioning, visual identity, and packaging system
- Project received international editorial recognition
Independent Media Coverage
Front Yard Burger Nostalgia Creative Campaign
Project Overview
The Front Yard Burger: Nostalgia Campaign is a brand storytelling and visual identity campaign developed to reintroduce the sensory and cultural qualities of classic American burgers through a 1990s-inspired creative lens. The campaign was designed to reconnect contemporary audiences with a period associated with quality ingredients, straightforward craftsmanship, and authentic flavor.
Role & Responsibility
- Led creative concept development and narrative strategy
- Defined the visual direction and thematic framework of the campaign
- Oversaw creative execution to ensure consistency across brand touchpoints
- Guided the translation of brand values into a cohesive visual and emotional system
Professional Significance
- Demonstrates executive creative leadership in brand storytelling
- Shows ability to use cultural memory as a strategic branding mechanism
- Reflects expertise in translating abstract brand values into structured visual systems
- Highlights experience with restaurant and hospitality branding in competitive markets
Independent Publications
Campaign Visuals
Oriflame — WAUNT Launch Campaign
Oriflame Holding AG is a Swedish-founded multinational beauty and personal care company, headquartered in Switzerland and operating in more than 60 countries worldwide.
Led the creative strategy and execution for the launch of Oriflame’s WAUNT skincare line, targeting female Gen Z in a market dominated by K-Beauty competitors. The campaign positioned WAUNT as a natural, vegan, cruelty-free alternative, aligned with Swedish skincare standards and Gen Z values of individuality and self-expression.
Strategy
- TikTok-first approach with top Armenian Gen Z creators (sound, dance, and lifestyle influencers)
- Creation of an original campaign sound and dance, establishing a distinct cultural signature
- Authentic Gen Z visual language rooted in real locations, routines, and behaviors
Cultural Impact
Elen Gasparyan led the creative direction and development of the campaign’s original song and accompanying dance in collaboration with a leading Armenian sound creator and a professional choreographer with Eurovision experience. The campaign achieved widespread adoption across everyday social environments including cafés, retail spaces, and street culture — demonstrating authentic Gen Z resonance rather than short-term engagement.
The song and dance were later reused across Oriflame’s international markets, expanding the campaign’s cultural footprint beyond Armenia and reinforcing WAUNT as a brand associated with confidence, independence, and empowered choice. The campaign distinguished itself from conventional Gen Z content by prioritizing identity-driven storytelling over aesthetic-only trends.
Alain Hirsch Construction Corporate Rebranding & Logo System
This project involved a full corporate rebranding and logo system redesign for Alain Hirsch Construction (AHC), a luxury commercial construction firm with over 40 years of industry leadership and a portfolio spanning the Western United States. AHC’s project portfolio includes work for global luxury brands such as Louis Vuitton, Gucci, Cartier, Rolex, Dior, Chanel, Bvlgari, Givenchy, Loewe, Tiffany & Co., as well as high-profile properties including South Coast Plaza and Wynn Hotel & Resort.
- Led overall brand strategy and creative direction
- Defined the visual identity framework, including logo concept and brand language
- Oversaw design, motion, and execution teams to ensure consistency and clarity
- Guided the translation of business values into a cohesive, scalable brand system
Creative Direction & Strategy
The rebrand was developed to communicate:
- Heritage and longevity without appearing dated
- Precision, credibility, and scale, appropriate for high-end commercial clients
- A balance between architectural rigor and modern innovation
The new visual identity system was designed to function across corporate, digital, and motion applications, reinforcing AHC’s positioning as a premium, trusted construction partner.
Professional Significance
- Demonstrates executive creative leadership for a long-established, high-value construction firm
- Shows ability to rebrand a legacy company without eroding trust or reputation
- Reflects expertise in B2B and luxury commercial brand positioning
- Highlights cross-disciplinary leadership across branding, motion, and strategic design
Brand System In Use
Social Impact Crowdfunding & Community Mobilization Campaign
Elen Gasparyan led a strategic crowdfunding and community-mobilization campaign to support families and children. Rather than framing the initiative as a traditional donation request, she reframed the campaign narrative to center on participation, dignity, and shared ownership. The campaign positioned families and children not as passive recipients, but as active contributors, communicating the message: “We are the children who are building a playground and library and you can be part of it.” This reframing served as a deliberate marketing and engagement strategy, designed to build trust and emotional investment.
Strategy & Execution
Led a global book-collection initiative for children:
Public Outreach & Media Engagement
Elen Gasparyan personally represented the initiative on Armenia’s most reputable national media outlets, including public television and national radio, communicating the campaign’s mission, transparency, and community impact. She managed public messaging to ensure clarity, accountability, and ethical representation.
Impact & Significance