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The French Culinary Institute sought a comprehensive rebranding and repositioning of its brand to match its ambition plan for expansion.
After firing the first four writers, the Institute finally found in Jay the skill to achieve what others could not: a singular, aspirational voice that captured the remarkable story of one of the world's most respected culinary schools.
For the next six months, Jay wrote all FCI advertising and marketing materials, from headlines to long form copy, including this piece, the school's most important publication, its course guide and brochure.
"His efforts were invaluable to our success".
CEO & Founder
The French Culinary Institute
Please download the pdf here or contact Jay to view a physical copy of the brochure.