Hawkeye's Bar & Grill

This work was completed as part of my role as a full-time, in-house Graphic Designer and Social Media Marketing Manager at Hawkeye’s Bar & Grill. The business relied on decades-old visual assets and lacked a cohesive identity system, so I was brought on to modernize the brand while preserving its original logo and established character.

I began by auditing existing materials and prioritizing a redesign of the menu, the bar’s most-used customer touchpoint. The previous layout was crowded and difficult to navigate, so I restructured its hierarchy to improve readability, organization, and visual appeal while aligning it with a newly developed identity system. Drawing inspiration from the bar’s Little Italy location, I created a warm, inviting palette paired with bold accents referencing vintage signage. I also developed a flexible wordmark logo, illustrated iconography, motion graphics for digital displays, and cohesive branding across menus, social media, and in-house promotional materials. Alongside visual design work, I supported messaging development and executed targeted social campaigns to increase engagement and visibility.

These changes improved clarity and usability for customers, reduced ordering confusion, and generated positive feedback on updated materials. Social media engagement and follower growth increased through consistent branding and promotional initiatives. The project strengthened brand recognition and elevated the customer experience by presenting Hawkeye’s as unified, approachable, and contemporary while respecting its legacy.