There are over 1,000 restaurants in New Orleans; a city of less than 300,000 where culinary culture is not only sacred, but fiercely competitive. That being said, how do you set apart a new, unknown establishment in a city grossly oversaturated with endlessly reputable places to eat? Therein lied the challenge when Chef Michael Doyle hired me to create the visual identity for his impending restaurant in the Bywater.

I’m a firm believer in turning negatives into positives and feel that situations remain bleak only as long as you allow them to. The perseverance & unwavering strength New Orlenians showed in the face of adversity post-Katrina led me to believe they subscribed to this same principal. During recovery efforts, search & rescue units would spraypaint a large, ‘X’ on the facade of destroyed homes with markings in each quadrant indicating the date, hazards found, bodycount, and the initials of the search squad. These ominous symbols remain dotted throughout the city; a constant reminder of the storm’s fury. So why not flip a somber mark on its’ head and create a newer, more positive meaning? Naturally I worried how residents would take to an outsider drawing inspiration from such a caustic event in their city, but the response has been overwhelmingly positive and proves that without risk, there is no reward.

ROLE: Creative Direction / Copywriting / Branding / Packaging / Interactive