Brand built from scratch. Ongoing creative direction across identity, menus, website, social media strategy, and print collateral for two California locations — 2011 to present.
THE STORY
When Willard Hicks Grill was conceived, there was no brand, no identity, no visual language. Just a vision for an elevated American steakhouse in the South Bay. Matte and Gloss built everything from the ground up — and has maintained, evolved, and expanded that brand across two California locations for over a decade.
The WH identity needed to feel premium without being intimidating — warm enough for a neighborhood regular, polished enough for a special occasion. The result is a brand system that works on a leather menu, a social media post, a printed happy hour flyer, and a chandelier medallion hanging above a bar full of $80 steaks.
Ongoing creative direction spans brand identity, all print menus (dinner, lunch, brunch, happy hour, drinks, wine list), website design and maintenance, social media strategy and content, seasonal campaigns, event promotions, and in-store signage. This is not a completed project — it is an active, living brand relationship.
WHAT WAS BUILT
Full brand identity — logo, typography, color system, brand standards
Complete menu suite — dinner, lunch, brunch, happy hour, drinks, wine list
Website design and ongoing maintenance — willardhicksgrill.com
Social media strategy, content calendar, and post production
Seasonal campaigns and event promotions
In-store signage and environmental graphics
Photography direction for marketing assets
Email newsletters and digital campaigns