TGI Fridays ​​​​​​​
Global brand refresh for the original burger and rib bar.
I was brought in to create the new international style guide for TGI Fridays — a brand with a long, loud legacy. They coined “Happy Hour.” They invented the Long Island Iced Tea. And yes, they gave us a reason to celebrate the end of the week.
The goal was to bring the brand into a more modern space without losing what made it iconic. I built a system that blended the warmth of an American smokehouse with the lightness of a Manhattan cocktail bar — smoky textures, clean typography, and better food photography all working together.
Along the way I art directed shoots, designed menus, built out global templates, rolled out campaign work, and ate an irresponsible number of chicken wings.
Design, Art Direction
& Style Guide Creation