Building a brand people trust
I joined Favor immediately following its acquisition by H-E-B, the largest privately held grocery retailer in the United States and one of the most trusted brands in Texas.
For more than a century, H-E-B earned the trust of Texans through exceptional service and an unwavering commitment to its communities. Favor inherited that trust—and the responsibility of extending it into digital commerce.
As the senior design leader for Favor's internal creative team, I helped evolve the brand from a regional delivery startup into the technology and delivery platform behind H-E-B's digital experience.
North Star
Favor exists to make everyday life easier, but the experience is about more than delivery. Every interaction should feel welcoming, dependable, and unmistakably Texan. This principle guided every creative decision, from strategy to execution.
Strategy & Voice
As Favor evolved within the H-E-B family, our goal wasn't to imitate one of Texas's most beloved brands—it was to complement it. We paired H-E-B's warmth and hospitality with a more modern, conversational voice that felt distinctly Favor.
Visual Identity
Our ambition was to create a brand as synonymous with Texas as H-E-B itself. The tagline became a confident declaration of who we are. Typography drew from classic Texas brands, and a warm palette reflected the spirit of the state—both literally and figuratively.
Photography
Photography became one of Favor's defining brand assets. Instead of polished food styling or conventional delivery imagery, we focused on authentic Texas homes, genuine hospitality, and everyday moments that felt approachable, optimistic, and unmistakably Favor.
In Practice
Every touchpoint is an opportunity to show up in a way only Favor can. From major campaigns to product launches and social content, the work reinforced our position as the only delivery app built exclusively for Texans.
View more work for Favor →
Tenure: 2018 - Present
Role: Associate Creative Director II
Contributions: Creative Direction, Art Direction, Branding, Visual Design
Leadership: Sarah Aitken, Chris Rogge
Strategy: Price Manford, Sam Harris, Emmy Walters
Creative Direction: Paul Roth, Chris Rogge, Logan Crable
Copywriting: Jen Clason, Rosemary Roller, Logan Longoria
Art Direction: Paul Roth, Dakota Pendley, Logan Crable
Design: Paul Roth, Dakota Pendley, McKenzie Smith, Austin Dennis, Firas Isat
Motion + Video: Melyssa Vazquez, Austin Dennis
Photography: Logan Crable, Haley Hill, Lisa Muller, Layla Mays
Production: Allison Feldstein
Creative Operations: Chelsea McManus
Agency Partners: Preacher, CamLock Films, La Gata Films