I contributed across design and motion, supporting the development, launch, and ongoing evolution of the visual system, from logo refinements and menu design to mascot illustrations and restaurant wall art, translating the new identity consistently across touch points.

Why— Sizzler was once a powerhouse on the West Coast, but over time the brand drifted, visually and strategically. There was an opportunity to restore this strong brand equity and create a third space for families to gather. The challenge was to reintroduce Sizzler in a way that honored its history without feeling stuck in it, reigniting relevance for a new generation while reconnecting with longtime fans.

How— The identity was rebuilt from within the archive, refining decades of design around the idea of sizzling. The logo was simplified and reasserted as a literal cattle brand, while a palette of rich reds and creams feels confident and rooted in history. Typography was drawn directly from past eras, pairing a heritage serif with a contemporary counterpoint to balance tradition and modernity. Secondary elements, like the “sizzlin’” ZZs and other archival details, were repurposed as flexible graphic devices that add rhythm without overwhelming the system. The result is an identity that feels familiar yet intentional, a West Coast institution moernized for today.