Welcome!
Thank you for your interest in joining Designing the District. This assessment is designed to give us a sense of your writing, creativity, critical thinking, and communication instincts — all skills you'll use daily at our firm.
You'll be working with a fictional client scenario throughout the assessment. There are no trick questions — we're looking for clear thinking, strong writing, and your unique voice. Have fun with it!
Before You Begin
- Read each section's instructions carefully before writing your response.
- Pay attention to the suggested time for each section — it's there to help you pace yourself.
- Use the client brief details provided — don't worry about researching anything externally.
- There's no single "right" answer. We want to see how you think and write.
- Type your responses directly into each text field below.
- When you're finished, click Submit Assessment at the bottom of the page.
Your Client
The following fictional client brief will be referenced throughout the assessment. Take a moment to review it before starting.
Client Brief
Mariposa Kitchen & Bar
A trendy Latin-fusion restaurant located in the heart of Brickell, Miami. Founded by Chef Isabella "Isa" Navarro, Mariposa blends traditional Latin American flavors with modern culinary techniques in a vibrant, Instagram-worthy setting.
Location
742 Brickell Ave, Miami, FL 33131
Owner / Executive Chef
Chef Isabella "Isa" Navarro
Instagram
@mariposakitchen — 45K followers
Concept
Latin-fusion, modern plating, craft cocktails
What's Happening
Mariposa is launching a brand-new weekend brunch menu featuring dishes like Guava & Cream Cheese Stuffed French Toast, Ceviche Benedict, Coconut Tres Leches Pancakes, and a Hibiscus Mimosa flight.
To build buzz, Mariposa is hosting a private tasting event on Saturday, May 17, 2026, from 11:00 AM – 2:00 PM, featuring a special collaboration with Chef Marco Delgado — a popular Miami-based chef and food influencer with 250K+ Instagram followers known for his "Elevated Street Eats" content series.
The tasting event is invite-only for select media, influencers, and food bloggers. The brunch menu officially launches to the public on Saturday, May 24, 2026.
Key Quotes (for use in your responses)
"Brunch in Miami shouldn't just be a meal — it should be a moment. We created this menu to bring the same magic people love about our dinner service into a bright, celebratory weekend experience."
— Chef Isabella Navarro, Owner & Executive Chef, Mariposa Kitchen & Bar
"Isa's approach to Latin-fusion is unlike anything else in this city. Collaborating on this brunch menu was a no-brainer — we're combining her refined technique with my street-food roots, and the result is something really special."
— Chef Marco Delgado
Below is a fictional email exchange. Your agency previously sent a pitch to a lifestyle journalist about the Mariposa brunch launch. The journalist has replied with some interest — but also a pointed question and a few requests.
Your task is to draft the follow-up reply.
Original Pitch (sent by your team)
Hi Camila,
I hope this finds you well! I wanted to reach out about an exciting launch from one of Brickell's hottest restaurants. Mariposa Kitchen & Bar is debuting a brand-new Latin-fusion weekend brunch menu on May 24, and they're kicking things off with an exclusive tasting event on May 17 featuring a collaboration with Chef Marco Delgado.
The menu features standout dishes like Guava & Cream Cheese Stuffed French Toast and Ceviche Benedict, plus a Hibiscus Mimosa flight. We'd love to invite you to the private tasting and discuss a potential feature.
Would love to chat more if this is on your radar. Happy to send over more details!
Best,
Your Name
Journalist's Reply
Hey!
Thanks for sending this over. The menu sounds interesting, but I'll be honest — every restaurant in Miami is launching a brunch right now. What actually makes Mariposa's different? I need a real angle if we're going to cover this.
If you can send me a few high-res images of the dishes and a short bio on both chefs, I can take it to my editor. No promises, but let's see.
— Camila
Your Task
Draft your follow-up email to Camila. Your response should:
- Answer her question — give her a compelling angle for why this brunch stands out
- Address her asset requests (high-res images and chef bios) — even if you don't have them right this second, be professional about it
- Keep the tone warm and conversational but professional
- Move the conversation forward toward coverage
Using the client brief details provided at the beginning of this assessment, write the opening of a press release announcing the private tasting event.
Your Task
Write the following components of a press release:
- Headline — A compelling, newsworthy headline
- Sub-headline (optional) — A supporting line that adds context
- Lead paragraph — The essential who, what, when, where, why
- Second paragraph — Supporting details, context, or what makes this noteworthy
- Third paragraph — Incorporate at least one of the provided quotes
Tip: Think about what makes this story newsworthy, not just informational. A strong press release leads with the most compelling angle.
A major part of PR is knowing how to shape the same story for different audiences. The Mariposa brunch launch is one story — but the way you pitch it to a lifestyle influencer is very different from how you pitch it to a trade publication editor.
Your Task
Using the same Mariposa brunch launch, write two short pitches (3–5 sentences each):
Pitch A — Influencer Outreach
You're emailing a Miami-based food and lifestyle influencer with 80K Instagram followers. She's known for aesthetically shot "weekend in Miami" content. The tone should be casual, exciting, and focused on the experience and content opportunities.
Pitch B — Editorial / Trade Media
You're emailing the food & dining editor at a regional trade publication that covers the South Florida restaurant industry. The tone should be professional and newsy, focused on the business angle and market relevance.
In PR, unexpected situations come up all the time. Below are two short scenarios. For each, briefly describe what you would do and why. Keep your responses to 2–4 sentences each.
Scenario A
A TV producer from a popular local morning show emails you at 4:00 PM saying they'd like to feature Mariposa Kitchen & Bar on a live segment tomorrow morning. This is a great opportunity — but you need the client's approval first, and Chef Navarro hasn't responded to your last two calls or emails. What do you do?
Scenario B
An influencer you pitched for the brunch launch attended the tasting event and posted a glowing review to their 120K followers. Great news — except they listed the wrong date for the public launch (they wrote May 31 instead of May 24). The post is already getting traction with comments like "Can't wait for the 31st!" How do you handle it?
Ready to Submit?
Double-check your responses above. Once submitted, you won't be able to make changes.
