North Lane CoffeeFrom neighbourhood secret to city-wide search

Three locations, zero search presence. We rebuilt the local profile stack, then let consistent content carry the brand voice between visits.

Search was the whole game. Categories, services, photo cadence, question seeding and a review flow that actually got used by staff — unglamorous work that compounds every week.

The social channel became the brand's tone of voice: slow, warm, specific. Not a menu board.