FRESCO BY SCOTTO — Rebrand, Creative Direction & Digital Strategy

As Operating Partner & Chief Marketing Officer, I led the evolution of Fresco by Scotto—a landmark family-owned Italian restaurant in Midtown Manhattan—into a modern, experience-driven brand. My role spanned creative direction, brand strategy, and experiential marketing, from reimagining menus and curating signature events to producing high-impact campaigns that grew our social following from 25K to over 107K. I spearheaded partnerships with luxury brands, fashion houses, and influencers, developed innovative product extensions like Fresco Summer Kits, and designed immersive guest experiences that kept Fresco at the center of New York’s dining and cultural conversation.

Role: Creative Director, Designer, Event Producer

Tools: Photoshop, Illustrator, InDesign, Canva, Squarespace, Mailchimp, Klayvio, Toast, Resy, OpenTable, SevenRooms, Wordpress

Summary:
Led the multi-year creative evolution of Fresco by Scotto, a 32-year-old NYC institution. Reimagined the brand across digital, experiential, and aesthetic touchpoints while preserving its iconic Italian identity. Directed visual storytelling, refreshed menus and branding, built seasonal campaigns, and produced major themed events that drove press, reservations, and cultural relevance.

Deliverables:

Full brand refresh: visual identity, menus, signage
Creative direction for all marketing and content
Production + branding for Carnevale, Amalfi After Dark, A Night of Seven Fishes, Fashion Week “Exquisite Pour,” NYE, and more
Social media strategy, content calendars and creation, reels, photography direction
Event flyers
Seasonal menus
IG campaign
Newsletter design
Website refresh mockups
Experiential event branding
Email marketing, newsletters, and CRM copy
Event decor, styling, lighting direction, DJ programming