The Rusty Owl was a café and restaurant made to look like it had come from the Victorian era, with an industrial theme. My job was to match the marketing material to this “steampunk” theme.

My main job was to manage the restaurant. With so many things demanding my attention, I decided to get help with the logo. The designer I hired was someone I had worked with before. I had him pitch me ideas, which we worked through together. I helped him dial in the concept and put on the final touches. I also got him to create some other graphic elements that I could use in upcoming designs.

We needed signs, banners, menus, gift cards, receipts, posters, ads and so much more. To us, everything was a piece of a world we were building. The restaurant had a lot going on and was unlike anything else. It was almost impossible to explain so we used our visuals to set expectations and entice. It took a lot of attention to detail and consistency to pull it off.

I ensured a consistent theme across every aspect of our establishment. From checklists to schedules and financial documents, every detail received special attention. My aim was help staff immerse themselves in the theme so they could help our customers do the same.