TGI Fridays 
I was tasked with creating the new international style guide for the global burger and rib franchise TGI Fridays.
I wanted to honour their heritage, which has quite a legacy. ‘Happy hour?’ they created that.*
‘Long Island ice tea?’They created that too.*
Not to mention the whole idea of thanking god you made it to Friday.
The result was a brand that leant in to the worn and natural visual language of an American smoke house, tied in with the lightness of a Manhattan cocktail bar, while bringing them into a modern era of better quality food.
During this process I art directed shoots, created menu designs and enduring templates, crafted their advertising campaigns and ate a lot of chicken wings.