Puerto Vallarta

From 2022 to 2024, I led the visual refresh and social media strategy for Puerto Vallarta, a prominent restaurant chain in East Central Indiana. The strategic challenge centered on modernizing a well established legacy identity while maintaining deep-rooted recognition across its regional locations. I architected a nuanced design approach that focused on bold typography, impactful color enhancements, and a high-energy "Less Talking, More Tequila" campaign aesthetic. This strategy allowed for a gradual but powerful evolution of the brand narrative, respecting the client's history while significantly elevating their digital presence in a competitive hospitality market.

My process involved transforming the brand’s visual story to be more lifestyle-oriented and "thumb-stopping" for social feeds. I collaborated with photographers and videographers to produce vibrant, tactile content that emphasized the communal dining experience—from close-up food styling to lifestyle captures. By providing clear on-set direction and establishing updated brand guidelines, I ensured a cohesive identity across all physical and digital touchpoints. This work proved that strategic, iterative design and intentional content production can revitalize a legacy brand, ultimately driving stronger customer engagement and brand loyalty through a polished and unified voice.