Illegal Pete’s Brand Repositioning

In 2015 I worked with closely with Illegal Pete’s to help pivot their brand as they entered a period of expansion. In addition to coming up with a visual style for the new direction, one of the main goals was to redesign the web site, both in public-facing experience as well as the back-end experience for staff. Rebuilding the site from an outdated, limited CMS to a full WordPress environment, this project included development, design, art direction, photo shoot management, and copywriting. IllegalPetes.com.

When the site’s Phase 1 was completed, the same visual style was established for advertisement, mailers, marketing collateral, and more. An ongoing project, this brand repositioning will soon be extended to include a redesign and deployment of all the restaurant’s visual assets, both internal and external.