I partnered with Pancho's Rooftop & Cantina from the very beginning, building the brand identity and helping establish its visual presence both in the space and online.
The vision was simple: create a Mexican inspired destination that felt fun, energetic, and approachable. A place people could come for good food, drinks, and a night out. Rather than creating a traditional or overly polished Mexican restaurant identity, I wanted the branding to capture the playful personality of the rooftop experience.
The result was a bold visual identity built around a vibrant color palette, expressive typography, and a personality that didn't take itself too seriously.
Think Hooters...but make it Mexican.
I designed Pancho's visual identity from the ground up, including the logo, color palette, typography, menus, promotional materials, and overall visual direction.
From there, my role expanded beyond branding into building and managing the restaurant's digital presence across Instagram, TikTok, and Facebook.
I developed a consistent content strategy centered around 2–3 posts per week, balancing professionally produced content with more organic social content. I coordinated with photographers, videographers, influencers, and other creatives to produce high quality photo and video content that captured the energy of the restaurant and gave the audience a reason to visit.
I also helped turn Pancho's into more than just a place to eat by creating and marketing events designed to give people a reason to gather. This included:
For each event, I developed the visual marketing materials, including flyers and promotional graphics, and helped coordinate promotion through platforms such as Eventbrite, social media, and reservations.
I also designed Pancho's menu a particularly challenging piece of print design due to the amount of information that needed to fit while still maintaining the brand's playful personality and making the menu easy to navigate.
Through consistent branding, content creation, social media management, and event marketing, Pancho's developed a recognizable visual identity and a social presence that reflected the energy of the physical space.
Rather than treating social media as simply a place to post food photos, I helped position Pancho's as a destination for experiences from nightlife and themed parties to collaborations and community events.
The brand became visually cohesive across its logo, menus, promotional materials, social platforms, and events, while the ongoing content strategy created a consistent presence across Instagram, TikTok, and Facebook.
Most importantly, I was able to build the brand alongside the business from the very beginning...evolving the creative direction as Pancho's grew while keeping its personality consistent.
