Eat'n Park
A design system built for a team with no in-house designer, no design budget, and no time to learn new tools. The goal was a brand-expressive visual language anyone could pick up and use.
Branded Graphic Suite Honorable Mention, Hermes Creative Award, (April 2025)
2024-2025
CLIENT
Eat'n Park
Role
Creative lead
Service
Brand Design
Project details
Eat'n Park Hospitality Group operates across 14 states with roughly 5,000 to 8,000 employees spanning 57 restaurants, 100 Parkhurst Dining locations, and several other concepts. Internal communications had to reach all of them, consistently, with no dedicated designer on staff. The people responsible for creating and sharing content were doing it in Canva and Microsoft Office, making design decisions they hadn't been trained to make.
The result was communications that didn't reflect the brand and a team that spent more time figuring out how to build things than what to say.
Creative solution
Designing for the constraint, not around it
Before touching any visuals, I interviewed team members to understand how they actually worked day to day. The constraint was clear: Canva and Microsoft Office were the tools, and that wasn't changing. So instead of designing around that constraint, I designed for it.
The visual direction came from sticker art and internet culture — bold, a little playful, immediately recognizable. It fit a brand built around warmth and familiarity, and it gave non-designers something with enough personality to work with confidently. From there, I directed and built the system with a junior designer and a senior production artist:
A custom icon system built for clarity and personality
A flexible template library that gave team members a starting point they could actually work with, without needing to make design decisions from scratch
An asset system built specifically around Canva and Microsoft Office, so nothing required tools or skills the team didn't already have
The clearest signal wasn't a campaign metric. It was a drop in HR and benefits-related calls and emails — meaning employees could find and understand the information on their own. The client returned with a follow-on project in 2025.
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