CAM'S
PIZZERIA

Brand Positioning & Messaging Strategy
Website Development & Web Order
Campaign Strategy & Execution
End-to-End Project Management

CAM'S
PIZZERIA

Brand Positioning Strategy
Brand Identity Refinement
Website Development & Web Order
Creative Communications

The
Challenge

Cam’s Pizzeria is a family-run, 15-unit counter-service chain serving hand-tossed New York–style pizza across the Finger Lakes, Central, and Upstate New York since 1980. Known for its loyal following and legacy appeal, the brand was ready for a new chapter.

We led the full transformation of six locations in the Rochester, NY area. The goal: reposition Cam’s from a dated neighborhood slice shop to a millennial-led enterprise with a unified brand ecosystem, fresh energy, and modern infrastructure.

The results were immediate – customers and partners alike often assume it’s a national franchise. Today, we continue to serve as the lead agency, managing every brand touchpoint from interior to digital.

The
Challenge

Cam's Pizzeria is a counter-service pizzeria chain with 15 units throughout the Finger Lakes, Central, and Upstate New York regions. The company has served hand-tossed NY Style pizza since 1980. Our challenge was to revamp Cam's brand in the Rochester, NY area to create a consistent visual identity and strengthen their competitive edge. We aimed to balance tradition with modern appeal and attract both new and loyal customers online and offline. As a result, our efforts helped solidify Cam's position as a progressive pizzeria chain while setting the stage for future growth and success.

ON THE
WEB

We designed a website that channels the brand’s energy – fun, youthful, and obsessed with good pizza. Beyond the visual refresh, the site was built to function as a streamlined operational hub, making online ordering, job applications, and order feedback easy for both customers and the team.

1.

The homepage hero section is built to rotate with current promotions, allowing Cam’s to keep the site fresh and aligned with in-store campaigns.

Whether it’s a limited-time offer or a new product launch, the design adapts quickly to spotlight what’s most relevant.

2.

The Crazy Slice of the Week campaign is featured front and center to showcase Cam’s playful personality and experimental spirit.

Each week, a bold new slice grabs attention through custom visuals, rotating photography, and dynamic layout – keeping loyal fans engaged and coming back to see what’s next.

3.

We built a brand-new menu experience, fully categorized for easy browsing.

Users can click through each section effortlessly, making it simple to explore offerings and customize their order without friction.

4.

We introduced the Free Pizza Club to incentivize email signups in a fun, no-pressure way. Users can join with just a few clicks – and the site makes it easy, with a button in the top nav that scrolls directly to the signup form. It’s simple, direct, and rewards loyalty with real value.

5.

The Our Vibe section brings Cam’s culture to the forefront – showcasing a team that’s energetic, down-to-earth, and genuinely loves what they do. It’s designed to attract like-minded people who want to be part of something fun, fast-paced, and positive.

6.

We partnered with the top pizza streamer in the world – who also happens to be Cam’s district manager. Known as Pizza Princess G on Twitch, she streams live from real Cam’s kitchens, giving fans a behind-the-scenes look at the process and the people behind the pies. It’s fun, unexpected, and builds authentic connection with the brand.

7.

We launched an official Cam’s Merch section, giving fans a way to wear the brand with pride. From graphic tees to cozy sweatshirts, the gear extends Cam’s personality beyond the restaurant and turns everyday customers into brand ambassadors.

CUSTOM
ICONS

We created a library of custom illustrations with a bold, youthful style to amplify the brand’s personality. These icons are used across menus, apparel, signage, the website, and internal materials – adding consistency, clarity, and a touch of playfulness at every touchpoint.

1.

The Our Vibe page captures the energy behind the brand – a young, tight-knit team that works hard and has fun doing it.

It gives customers and potential hires a clear sense of what it feels like to be part of Cam’s: fast-paced, team-driven, and full of good energy.

2.

The Who We Are section tells the real story behind Cam’s – from its family beginnings to the next generation now leading the charge. It blends nostalgia with vision, grounding the brand in its roots while showing where it’s headed.

3.

This section defines the values behind the brand in a voice that speaks directly to a Gen Z workforce. We translated company culture into language that’s relatable, clear, and real. We also scripted the accompanying video to bring that energy to life through the district manager’s own words.

4.

Let the pictures do the talking! This is is a visual snapshot of what it’s like to work at Cam’s Pizzeria.

We curated photos that show off the team’s personality, fun moments, and authentic camaraderie. It’s not just branding. It’s the real culture in action!

5.

Team Cam’s took the energy beyond the kitchen with a day at Seabreeze Amusement Park – custom tie-dye shirts and all.

It was a full display of the crew’s personality, unity, and love for doing things together, on and off the clock.

CUSTOM
MERCH

We brought Cam’s brand to life through apparel that goes beyond uniforms. From concept to sourcing, every piece was designed to reflect the energy of the team and connect with fans on a deeper level. To launch the line, we directed a full photoshoot that gave the merch a bold, authentic presence online and in-store.

IN
Print

From menus to box toppers to in-store displays, we handle all of Cam’s print needs with speed and consistency.

Every piece is designed to reinforce the brand and drive action – whether it's showcasing a new offer or building awareness in-store.

We even manage all corporate collateral for Cam’s – including business cards, letterheads, and email signatures – ensuring every piece feels intentional and on-brand.

Our hands-on approach keeps the visual identity consistent across all internal and external communication, right down to the smallest details.

DIGITAL
MENUS

We handled end-to-end execution of digital menu boards across all six Rochester locations – a total of 30 screens. From design to seasonal updates, every menu was built for clarity and flexibility. To enhance the experience, we added 5-second side slideshows that rotate customer photos, team highlights, and promotions, giving each store a personal, dynamic touch that sets Cam’s apart locally.

In-store
Promotions

We’ve been running the Crazy Slice of the Week campaign for over two years – designing every in-store touchpoint used across all Cam’s locations.

From table cards and posters to window decals and social media assets, every piece reinforces the campaign's energy and keeps customers engaged.

No other regional pizzeria chain has sustained a branded slice campaign this long with such strong visibility and recognition, both in-store and online.

CSOTW Logo

The Crazy Slice of the Week (CSOTW) logo showcases a playful design with a large pizza slice and bold, fun font. It reflects the indulgent and lighthearted nature of pizza! We animated the logo to promote via social.

social campaign

We built an ongoing social media series around Crazy Slice of the Week in partnership with Pizza Princess G – the top pizza influencer and full-time Cam’s team member. Every week, she introduces the new slice through short-form content that blends humor, authenticity, and behind-the-scenes footage. The campaign spans all six locations and consistently outperforms industry engagement benchmarks – driving conversation, boosting foot traffic, and making Cam’s a standout on social media.

IN
PHOTOS

We captured a full suite of photography designed for long-term use across all brand touch points. These included styled food shots, lifestyle moments, and clean menu-item cutouts – plus exterior and interior scenes from various locations. Every image was taken with versatility in mind to support future campaigns, menus, and digital content.

IN
PHOTOS

We took photos that would be applied and integrated into future marketing materials and efforts. These shots include meals, transparent menu items, lifestyles, and exterior and interior of locations.