A struggling steakhouse chain with a recent rebrand and a customer experience that hadn't caught up yet. That's the brief North Highland brought me in to help solve — and the kind of problem I find genuinely energizing, because the gap between a brand's promise and a customer's actual experience is exactly where strategic storytelling lives.
I helped secure the business with the initial pitch, then stayed on the project team to do the work. That meant interviewing key stakeholders, designing the customer journey map, isolating the moments that matter, and concepting several ways to infuse the Logan's brand into the experience in ways that felt meaningful rather than decorative. The guitar picks. The rolls-for-the-road. The server book. None of those are design decisions — they're story decisions that happen to have a physical form.