CASE STUDY
How Ali murtaza Built the Visual Identity of Din Tai Fung North America
Din Tai Fung
North America
Creative Director & Content Strategist
Multi-Year Creative Partnership
25+
Years of Brand Legacy
First-Ever
Visual Identity
Multi-Year
Growing Partnership
THE CHALLENGE
25 Years of Excellence. Zero Visual Identity.
Din Tai Fung had spent 25 years building one of the most beloved restaurant brands in North America. Almost entirely through exceptional operations and word of mouth.
There was no visual identity. No content system. No creative language for what the brand stood for. For a company with that much earned emotion in the market, the opportunity was enormous. But so was the responsibility. The first piece of content had to be right.
THE APPROACH
From a Single Brand Film to a Full Creative System
Working directly with the VP of Marketing, Ali was brought in to tell Din Tai Fung’s core values story for the first time. Not a campaign. Not a product push. A film that captured what the brand actually was: the craftsmanship, the warmth, the consistency. It gave 25 years of loyal guests a language for something they had always felt but never seen articulated.
That first film succeeded. What followed was a multi-year partnership and a full creative system built from the ground up. Ali set the visual style, the tone, and the content identity for a brand that was new to marketing but rich in meaning.
A Lunar New Year commercial brought emotional storytelling into a key cultural moment. Store opening content gave new markets a first impression worthy of the brand. Process films documented the precision behind the scenes. A documentary reaching back to 1970s Taiwan told the origin story with the depth and care it deserved. Most recently, Ali has begun developing employer brand content to attract quality recruits for expanding locations.
A brand that had never invested in content now has a cohesive visual identity, a functioning creative system, and a library of films that span marketing, culture, history, operations, and recruiting.
Din Tai Fung North America
THE RESULTS
From Zero Content to a Complete Creative System
The partnership continues to expand alongside the brand. Across every medium, the approach has been the same: use content to carry the emotional weight of the brand, solve real business problems, and build something that can last decades.
THE PARTNERSHIP ARC
From One Film to a Brand Built From the Ground Up
Year 1
One film with the Founders. First-ever articulation of Din Tai Fung’s brand values after 25 years of North American growth.
Year 1+
Multi-year partnership established. Visual style and tone set for the brand.
Ongoing
Lunar New Year campaign, store opening content, process films, brand documentary, and employer brand content developed as the business grows.
SERVICES & WORK
THE WORK
Core Values Brand Film · Lunar New Year Commercial · Store Opening Content · Process & Behind-the-Scenes Films · Brand Origin Documentary (1970s Taiwan) · Employer Brand Content · Visual Identity Development · Photo Direction (Social & Paid)
