A full brand repositioning — from undefined beauty label to a focused, quality-driven essentials line for women who take their ritual seriously.

Al Biernat's Dallas

Role Art Director

Focus Re-brand, ROI, Website Consultant, Strategy

Client Al Biernat's & Al Biernat's North

03

Visual Identity & Logo System

Scope of Work

01

Brand DNA & Audience Definition

02

Re-brand Repositioning

04

Web Development

05

Creative Direction

06

Digital Campaign

01

CHALLENGE

Brand Development & Expansion

Al Biernat’s, a Dallas fine-dining institution since 1998, sought to evolve its brand to remain competitive in a rapidly changing market. Despite its established reputation and loyal clientele, the restaurant aimed to reach a broader audience, attract more traffic—particularly among younger demographics—and position itself for sustained long-term growth.

02

APPROACH

Research & Execution

To achieve this, Al Biernat’s partnered with Passport Media Works to develop and activate a refreshed, modern brand identity that would stand out in a crowded upscale dining landscape while honoring its legacy of exceptional service and cuisine.

I developed a rebrand strategy that included consulting, visioning, messaging, visual identity, buyer personas, and support for the buyer’s journey. Other foundational work included a brand repositioning, new website, photography, analytics, marketing and sales tools, and advertising tactics that aided lead generation efforts.

Color Palette

Results Built on Trust and Leadership

Refine brand & guidelines

Create & collect digital assets and content

Redesign website for two locations

Integrate the reservation and gift card system

100k

200+

Daily Guest Traffic

ROI Revenue

03

OUTCOME