Industry
B2B · E-commerce · Shoes & Online Shopping
My Role
Graphic Designer · Product, Brand & Visual Designer
Year
2019
Tools
Adobe Creative Cloud
TL;DR
End-to-end eCommerce UX case study: sketches, wireframes, UI, and branding for Tango store—covering navigation, product browsing, filtering, and promotions—translated into responsive mobile and tablet experiences with cohesive visuals, conversion-focused layouts, and polished design system execution.
The Challenge
New Spirit Brand.
As Lead Graphic & Brand Designer for Cullen's American Grille, I spearheaded a comprehensive visual and digital overhaul of a 38,000-square-foot complex. By redesigning menu engineering, strengthening brand identity, and revitalizing the web and mobile experience.
"Develop a visual strategy and digital redesign for Cullen's, optimizing menu engineering and branding to drive engagement and event bookings."
Client Needs
- Maximize revenue through menu engineering.
- Strengthen brand and whiskey authority.
- Increase high-value private event bookings.
User Needs
- Distinguish concepts via intuitive touchpoints.
- Sophisticated visuals validate premium quality.
- Frictionless mobile and web booking.
The Solution
Unified branding for multi-concept dining.
We overhauled Cullen's digital and physical presence with a cohesive design system to unify its diverse restaurant and bar concepts. After collaborating with stakeholders on brand strategy, we delivered a high-performance website and menu system that simplified the guest experience and increased event bookings.
Results
Impact-focused brand growth.
+35%
Digital engagement increase
+30%
Brand recognition growth
+25%
Event booking boost
+20%
Featured dish sales rise
