CrossFit Jääkarhu

BRANDING & MERCH

CrossFit Jääkarhu’s original branding relied on clipart and lacked the strength and authority that reflected their position as one of the region’s top-performing competitive gyms. They needed a visual identity that embodied their grit, discipline, and elite athlete culture.

Through a detailed brand questionnaire, competitive research, and strategic exploration, I led a comprehensive rebrand rooted in their ethos and long-term goals. The updated identity centers around a rugged, fierce bear mark — a powerful symbol of strength and endurance.

The new sunset-inspired color palette evokes optimism, resilience, and forward momentum, while bold typography reinforces confidence and clarity across all brand touch-points.

The result is a cohesive, high-impact brand system that aligns with their competitive reputation, strengthens brand recognition, and positions CrossFit Jääkarhu as a serious training ground for dedicated athletes.

Casa Del Taco Mexican Restaurant

BRANDING & PRINT

For over 18 years, I’ve led the creative direction for Casa Del Taco — overseeing branding, marketing campaigns, website design, social media, in-store graphics, and merchandise. What began as ongoing design support evolved into full brand stewardship.

Casa Del Taco’s identity is bold, vibrant, and rooted in celebration. The brand leans into bright, energetic color palettes, expressive typography, and graphic elements that reflect the warmth and personality of the restaurant experience. Every touchpoint — from menus to merch — is designed to feel inviting, lively, and unmistakably memorable.

Recent menu redesigns focused on improving hierarchy, readability, and visual consistency while preserving the playful character guests associate with the brand. Strategic layout restructuring increased clarity across categories, spotlighted high-margin items, and created a more cohesive system that works seamlessly across print and digital platforms.

The result is a dynamic, enduring brand presence that has remained recognizable, adaptable, and deeply connected to its community for nearly two decades.