DETROIT WING COMPANY (DWC)
Blending wings, culture and humor to build a social presence that sticks.
Detroit Wing Company is a Detroit-born fast-casual restaurant specializing in bold, flavorful wings. Known for its award-winning sauces and its commitment to standing apart from mass-produced, chain-style restaurants, DWC has expanded beyond Michigan, bringing its fresh, made-from-scratch flavor to new markets. Recognizing the opportunity to strengthen their brand presence online, they brought us on for a three-month engagement to energize their social media strategy—building content that felt more craveable, relatable, brand-led, and most importantly, fun.
Context & challenge
PROJECT SCOPE
Social Media Design, Content Creation, Photography, Social platform management.
INDUSTRY
Food & Beverage
Developed as part of my role at Modish Creative, in 2024.
Lead content strategy, design, and social media management.
Context & Challenge
Detroit Wing Company is a Detroit-born fast-casual restaurant specializing in bold, flavorful wings. Known for its award-winning sauces and its commitment to standing apart from mass-produced, chain-style restaurants, DWC has expanded beyond Michigan, bringing its fresh, made-from-scratch flavor to new markets.
Recognizing the opportunity to strengthen their brand presence online, they brought us on for a three-month engagement to energize their social media strategy—building content that felt more craveable, relatable, brand-led, and most importantly, fun.
The creative goal: to craft a social identity that captured DWC’s bold personality, crave-worthy wings, and community spirit, while growing visibility and engagement.
PROJECT SCOPE
Social Media Design, Content Creation, Photography, Social platform management
INDUSTRY
Food & Beverage
Developed as part of my role at Modish Creative, in 2024.
Lead content strategy, design, and social media management.
DETROIT WING COMPANY (DWC)
Blending wings, culture, and humor to build a social presence that stick.
Strategy & Insights
I built a content strategy focused on visual consistency, bold energy, and audience relevance. The tone leaned more into sports culture and casual fandom—creating content that felt natural for DWC’s core audience of wing lovers and sports fans.
Strategy & Insights
I built a content strategy focused on visual consistency, bold energy, and audience relevance. The tone leaned more into sports culture and
casual fandom, creating content that felt natural for DWC’s core audience
of wing lovers and
sports fans.
CONTENT IN ACTION
To bring structure to DWC’s social presence, I developed a detailed content calendar each month—balancing planned posts with real-time content tied to major sports events and trending moments. Some pieces were created and launched the same day to spark conversation and capitalize on what was happening in the world of sports and culture.
Content in Action
To bring structure to DWC’s social presence, I developed a detailed content calendar each month—balancing planned posts with real-time content tied to major sports events and trending moments. Some pieces were created and launched the same day to spark conversation and capitalize on what was happening in the world of sports and culture.
The content strategy was built around a mix of categories:
Bold Product Photography: Showcasing DWC’s wings and sauces in
their raw form, no editing just the wings dipped in the sauces
Sports & Relatable Memes: Creating content that resonated with sports fans and wing lovers, focused on humor and shareability.
Reels & Short-Form Videos: Light, casual, and lifestyle-driven videos
that leaned into relatable moments rather than hard product promotion.
Promotional Offers: Timely campaigns and content drops around major sports events, built to drive orders during key game days.
CREATING Trends
Along with creating fun content for trending audios, we also focused on creating original, viral-ready content tailored to DWC’s audience. We built campaigns that tapped into more than just the product—we showcased the lifestyle of a true wing lover, from their obsession with ranch to their devotion to sports culture. This resulted in reels that exploded across Instagram and TikTok. One standout video drove a 280% increase in reach compared to average posts, generated over 80K shares, and helped boost follower growth by 58% within the campaign period.
Every concept was designed to help DWC not just join conversations, but start them.
CREATING TRENDS
Along with creating fun content for trending audios, we also focused on creating original, viral-ready content tailored to DWC’s audience. We built campaigns that tapped into more than just the product—we showcased the lifestyle of a true wing lover, from their obsession with ranch to their devotion to sports culture. This resulted in reels that exploded across Instagram and TikTok. One standout video drove a 280% increase in reach compared to average posts, generated over 80K shares, and helped boost follower growth by 58% within the campaign period.
We kept the photography intentionally casual—capturing food in a real, messy, craveable way. The goal was to make the feed feel relatable, not overly polished. Captions followed the same spirit: tempting, detailed descriptions for products, and playful, easy banter for everything else.
Spicing Up the Digital Game
DWC’s refreshed content strategy didn’t just boost engagement—it built a brand presence that felt bold, relatable, and true to their audience. By leaning into culture-driven content and real, relatable moments, we helped set a stronger foundation for future growth for their online audience to easily transfer into their customers.
