JJ's Grill — Brand Systems & Creative Direction

THE CHALLENGE A restaurant group with seven locations doesn't just need good design — it needs a system. Every campaign, every menu, every piece of in-store signage has to feel like the same brand whether it's printed in Fayetteville or handed to a customer across the state. That consistency doesn't happen by accident. It's a discipline. MY ROLE Associate Creative Director, 2018–present. I lead creative across all physical and digital touchpoints — concepting campaigns, directing art, managing production, and presenting directly to ownership and leadership. I set the standard for how the brand shows up everywhere, and I'm accountable when it doesn't. THE WORK Multi-channel promotional campaigns for seasonal menus and limited-time offerings — from initial concept through final in-store and digital execution. Menu design, signage, and environmental brand materials maintained across all seven locations. Social content and digital assets produced at scale, aligned with each campaign's cadence and message. Creative presentations and campaign strategies prepared for leadership review. Workflow managed across internal teams and external vendors on tight, recurring timelines. WHAT THIS WORK TAUGHT ME Seven years at one brand teaches you something you can't learn in a sprint — what happens to a visual system after the launch deck. What survives a real kitchen, a real print deadline, a real seasonal rush. Every system I build now has to work for someone who isn't a designer. That constraint has made me a sharper one. DISCIPLINES Brand systems · Campaign design · Art direction · Creative direction · Menu design · Signage · Environmental branding · Social content · Print production · Workflow management