Over the past two years, I have collaborated multiple times with the OpenTable brand team for a variety of projects.

My role has been a blend of outside art director and in-house collaborator. I have helped bring fresh perspective to the higher level brand direction, as well as it’s application across brand materials, office environments and signage, event identities and materials, and systems and guidelines development.

The following represent some of my favorite projects from these periods, with regard to either their visuals or overall usage and impact.

Brand goods with warmth, fun, and utility

OpenTable sought to create a new line of branded goods that built a stronger connection to restaurant and dining culture, while subtly refining their branded appearance.

I developed a series of approaches that extended the brand’s vocabulary and concept, with simple hand lettering, fun and evocative language, and warm, organic dot patterns. A part of my proposal was the concept, “things to bring to the table,” which included screen-printed linen napkins, placemats, and tea towels.

While only a portion of my overall proposal was ultimately produced, the graphic and pattern approaches were welcomed widely into the brand’s overall visual identity.

Visual identities for champagne parties and good causes.

Champagne & Sushi (left) is one of the best annual parties during the Aspen Food & Wine festival. The identity and materials for this event combined an elevated perceived value with a humorous graphic approach.

Chefs Cycle is an annual fundraising bike tour, with prominent chefs and restauranteurs riding 300+ miles to raise money and awareness for the non-profit No Kid Hungry. For an OpenTable sponsored lunch, I designed an identity that was simple, fun and colorful, along with supporting materials like signage, and bandanas for riders (right).

A design system to help streamline future OpenTable events

After a designing a few well received event identities, I was asked to create an overall system for lower tier events, so that templates, guidance, and resources would be easily accessible, and help streamline future projects.

The resulting system is compiled and described in a PDF document with a supporting template and vendor library. Notably, the system makes prominent use of the graphic and pattern approaches that I had previously developed.