Creative Brief

Picture this: You’ve been successfully building the Seattle region’s iconic Dick’s Drive-In Restaurants for 11 years, enjoying direct award contracts, and counting on the next new location as the chain expands—only to learn that a competitor GC has snuck in offering a lower price! The owner informs you that you’ll need to submit a proposal against three other contractors to win the new project. With your construction crew ready to transition to their next project—which they’d all thought would be the next Dick’s Drive-In—you’re in a must-win scenario.

This is the position our client, Schuchart Construction, was in and the Middle of Six team knew we needed to create a memorable proposal that solidified Schuchart’s team as the contractor of choice to build the next restaurant. Our design approach was inspired by the iconic 1950’s style design aesthetic of the restaurant’s branding coupled with catchy, humorous copy that would make Schuchart’s proposal stand out from the pack and reinforce their commitment and long-term relationship with Dick’s Drive-In.

The result was a win! Schuchart Construction was awarded the new restaurant and their crews moved to next job as originally planned. As an added benefit, both the client and architect commented on how much they loved the proposal, confirming Schuchart and Middle of Six's strategy was successful on more than one front.