Concept and direction

The brief was open-ended, to simply create a restaurant brand from scratch. I took that freedom and ran with it, drawing from my own love of adventurous eating to build a brand with a real edge to it. The color palette centers on a sickly pale green, which is a nod to the menu's more daring ingredients, balanced by a deep, rich purple to keep things feeling refined and upscale. A serif font reinforces that sense of sophistication, while illustrated elements in the logo bring in a playful, lighthearted quality that reminds guests not to take it all too seriously.

Deliverables

The full branding system included a logo, color palette, typography, and printed collateral such as menus and business cards, each piece designed to carry the same dark, playful energy from one touchpoint to the next.

Ads

A mix of static and animated ads I designed to promote OEC Group's services across digital platforms. The goal was to keep their brand feeling bold and consistent no matter where the ads showed up.

WEBPAGE DESIGN

I redesigned web pages to improve visual hierarchy and bring OEC Group's brand identity to life online.

Banners

A mix of web and print banners I designed to communicate key messages quickly while staying true to the brand's clean, professional aesthetic — a website banner designed for their digital presence, and a large-format wall banner mapping out OEC Group's history as a company.

Newsletter Graphics

Monthly newsletter visuals I designed to make industry content more engaging and readable for OEC Group's audience.

The process

Without formal brand guidelines to work from, I studied Shaking Crab's existing social media and catering menu to get a feel for who they are. Shaking Crab has a naturally energetic and welcoming vibe, and I wanted the design to reflect that.For the catering menu, I leaned into that lively energy through a seafood pattern that feels fun and appetizing. The existing menu lacked clear visual hierarchy, so I wanted to improve on that. I made sure each tier and category was clearly defined so customers could find what they needed at a glance.

As for the giveaway post for their social media, I used dynamic typography to capture the excitement of the moment. It needed to be bold enough to stop the scroll, but still recognizably Shaking Crab.

Concept and direction

With no existing branding to work from, I had the freedom to build the identity from the ground up. I wanted the brand to feel sleek and cool, like the kind of look that immediately signals quality and attention to detail, just like the service itself.Designed in Illustrator, the logo went through several concept sketches before landing on the final direction. I explored different approaches to find something that felt sharp and distinctive, with clean lines and a bold presence that could hold its own across different applications.

Deliverables

The client came to me with a barebones list of services and trusted me to do the rest. I organized the information, established a clear visual hierarchy across the different packages and categories, and designed a layout that felt consistent with the overall brand identity.

To help launch the brand on social media, I designed an introductory Instagram post that brought the logo and visual identity to life in a format ready for them to post right off the bat, giving Aesthetix Detailing a strong and cohesive first impression online.

The Process

Without formal brand guidelines to work from, I reverse-engineered their existing branding — studying their logo, color palette, and the specific style of food photography they'd built their identity around. Their imagery is bold and appetite-driven, and I wanted every design decision to match that same energy.When it came to the promotional poster, I wanted to elevate their style while keeping it recognizably them. I couldn't find stock imagery that matched the vision I had in my head, so I used AI image generation to get the raw material, then brought it into Photoshop to refine and apply effects until it matched the energy I was after. Working within those constraints, I focused on making sure both pieces felt like they'd always belonged in the Halal Munchies family — not like outside work dropped in.

For the QR code flyer, I aimed for something cool and energetic but clean enough to be instantly readable. The goal was to catch a customer's eye and make scanning the QR code feel like a natural next step, not an afterthought.

Tools and approach

I worked entirely in PowerPoint, starting from a set of unedited slides from a MiSK Foundation project. The task was to improve the design, infographics, and flow of information without modifying any of the provided content.

Brand and Visual Direction

I researched MiSK Foundation's visual identity independently through their public channels, such as their website and Instagram. Then I applied their color palette, typography, and logo to create a consistent look and feel across the deck.

Constraints and deliverables

This was completed in a single round with no feedback or revisions, which meant committing to design decisions early and confidently. The main challenge was working within fixed content and brand constraints while still finding room to improve the layout and visual clarity.