Arby's was in the middle of one of the most remarkable brand turnarounds in QSR history. Same-store sales rose 8.1% during my time working on their account, the chain's best performance in over two decades, with systemwide sales hitting $3.5 billion. Simultaneously, the brand was rolling out a sweeping restaurant remodel across all existing locations, establishing a modern, fast-casual aesthetic that would set the design standard for every future franchise build.

From 2015 to 2019, I served as Lead Designer on the Arby's account, developing the visual system across every in-restaurant POS format: both in-store and exterior visual identity. I also art directed all in-house food photography from initial sketches through to final shot, defining the bold, meat-forward visual language that became central to the brand's identity. That same creative direction went on to inform the TV campaigns still running today.