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SERVE IMMEDIATELY, 2022
Serve Immediately is zine that celebrates the cherished family recipes passed down through Asian generations, where food becomes a powerful medium for storytelling, tradition, and connection. From secret recipes that have been lovingly preserved for decades to new takes on classic dishes, this zine highlights how food serves as both a memory keeper and a cultural bridge.
The zine showcases a wide array of Asian cuisines, from the delicate flavors of Japanese home cooking to the bold spices of Southeast Asia and the comfort of Chinese, Korean, Filipino, and beyond. Each recipe is paired with stories of family gatherings, celebrations, and the shared experience of nourishing loved ones.
The zine’s contributors include the self eponymous AZNSofDECODED, an internal Slack group consisting of the asians in the company. Serve Immediately was made to celebrate AAPI Heritage Month.
Credits:
Jamie Nichols—Art Director/Designer
Bianca Nicole Bennett—Producer
Client: DoorDash
Photographer: David Brandon Geeting
Art Director: Jamie Nichols
Design Direcrtor: Adriel Teles
Producers: Mayra Houseknecht, Lauren Noonan
Created the branding for one of DoorDash’s biggest savings and deals events for DashPass members. Paired virbrant photography with bold summer colors and graphic motifs.
Included CRM, In-app Banners, Paid and Organic Social, Mailers. Over 500+ final assets.
CRM, In-app Banner, Organic and paid social, Art direction, Branding, OOH, Print Mailer
DoorDash pitch work for Decoded Advertisng. Created “store” signage for each demographic—Students, gamers, Latinx, and parents. Creative direction: Yalda Zakeri, Leah Butler, Kelly Kim. Motion design: Alex Reyes, Nathan Alicaway.
