BRAND REFRESH - DOCK LOCAL
Creating a scalable brand system designed for growth.
As premium casual concept Dock Local prepared for its fifth location opening, I led a comprehensive brand refresh focused on strengthening the brand's identity while preserving the equity it had already built with guests.
The objective was to create a cohesive brand system that could guide future marketing, restaurant design, menu development, social content, partnerships, and guest experiences. The result is a stronger, more recognizable brand foundation capable of supporting Dock Local's continued growth and expansion.
Brand Foundations
The process began with a full brand strategy exercise, resulting in refreshed mission and vision statements, brand descriptors, and a clearer definition of what makes Dock Local distinct within the fast-casual seafood category.
Visual Identity Refresh
I directed the evolution of the visual identity, including logo refresh, typography selection, color palette invigoration, custom iconography, and brand patterns.
Menu Evolution & Engineering
As Dock Local prepares to open a new flagship location inside the Dallas Farmers Market, I led a comprehensive menu redesign intended to better support guest decision-making, improve visual consistency, and maximize sales opportunities.
The project included a full review of menu architecture, item organization, naming conventions, product descriptions, and visual hierarchy. Working alongside ownership and operations, I evaluated how guests interact with the menu and identified opportunities to better showcase signature items, limited-time offerings, add-ons, and high-margin products.
Beyond improving aesthetics, the objective was to create a menu system that could scale with the brand's growth while delivering a more intuitive guest experience.
In Progress: Website, Photography, and In-Store Signage Updates
As part of Dock Local's broader brand refresh and expansion efforts, I am currently leading the strategic direction for a complete website redesign, new photography program, and interior signage to strengthen brand consistency across channels.