Brand & Visual Designer
Eat'n Park
Employer Brand and Design system
2024
Brand Design
Art Direction
Visual system
Role
Senior Designer
OVERVIEW
Most brand systems are built for designers. This one had to work without one. A team responsible for reaching 5,000 to 8,000 employees across 57 restaurants and 14 states — all in Canva and Microsoft Office. The communications didn't reflect the brand, and the people making them were spending more time figuring out how to build things than what to say.
SOLUTION
Before touching any visuals, I interviewed the team to understand how they actually worked. Canva and Microsoft Office were the tools, and that wasn't changing — so I designed for that constraint, not around it.
Inspiration
The visual direction came from scrapbooks and pop art culture in 90s: bold, a little playful, immediately recognizable. It fit a brand built around warmth and familiarity, and gave non-designers something with enough personality to work with confidently.
I built the brand direction and designed the core assets — example layouts and stickers — then directed a mid-level designer and senior production artist to extend the system from there.
A custom icon system built for clarity and personality
A flexible template library that gave team members a clear starting point
An asset system built around the tools the team already had
RESULT
The client said it freed them up to focus on other work. Open Enrollment-related calls dropped because employee could ifnd and understand the information on their own. The client cam back with a follow-on project in 2025.
Branded Graphic Suite Honorable Mention, Hermes Creative Award (April 2025)
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