The crispy fish tacos from Tacofino in Tofino


As the lead content strategist working on the Tacofino website, I worked closely with our design team to structure the information architecture and took the lead on all things related to copy. With no formalized brand guidelines, I worked collaboratively with the Tacofino team to strike the casual-yet-efficient tone that kept the site useful for customers, while still reflecting the laid-back, surf-influenced vibe of the brand. With their team actually running the administrative side of their taco operation out of the Invoke Co-Workshop, collaboration was a breeze. And it meant we never had to wait too long between taco breaks.

On the live site, that cartoon taco dances.
Each location has not just a unique menu, but a unique style.
Conducting valuable research at the original truck in Tofino.

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