Brand Strategy & Identity
Transforming concepts into compelling, customer-driven brands.
From restaurants and event series to personal branding and hospitality chains, I specialize in transforming businesses through meaningful rebrands that reflect purpose and personality. Each project blends market insight, storytelling, and design to build brands that truly connect.
Release date
2007 - Present
Website
ToneINT.com | 360Bam.com
I don’t just design logos—I craft identities that make people feel something. A strong brand isn’t just seen; it’s remembered, shared, and lived.
The Concept
The challenge was to reposition and evolve underperforming or outdated brands into magnetic, growth-ready identities that reflect their audience, purpose, and long-term potential. Whether rebranding a national chain location, elevating an independent restaurant, or evolving an international event into a full brand experience, the goal remained the same: design a brand that connects, converts, and stands out.
The Process
For Bar Louie (Matteson), I led a full rebrand to The Round Table, creating the name, identity, aesthetic direction, and marketing voice—transforming the venue into a culturally rich, entertainment-forward concept. At Tavern On Lagrange, I executed a full rebrand and relaunch after internal shifts, introducing a more upscale and soulful identity to revitalize its audience and boost bookings.
At Lady Di’s Bakery, I led a heartfelt and strategic rebrand of our long-standing family business. Originally known as Lady Di’s Cakes & More, I refined the brand name, modernized the logo, redesigned packaging, and rebuilt the digital presence to reflect the legacy of our founder—my mother—while making the brand relevant for today’s consumer. I crafted messaging that highlighted our heritage, community roots, and best-selling butter cookies, which helped us re-enter retail conversations, expand e-commerce, and connect with a new generation of customers nationwide.
In Las Vegas, I worked with leadership at Boston’s Fish House to refresh the brand's positioning, visuals, and messaging to appeal to a more modern dining crowd while retaining its East Coast roots. At Glenwood Oaks, I refined and refreshed the brand without abandoning its heritage, helping modernize its identity for today’s diner.
For experiential events, I evolved Fiesta In Ecstasy into a destination series, rebranding visuals and themes annually to match the energy and culture of each international location. And perhaps most notably, I rebranded myself—evolving from behind-the-scenes entrepreneur to forward-facing executive and strategist, building ToneINT.com to showcase my ventures, expertise, and creative leadership.
The Results
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Boosted event attendance, visibility, and engagement through refreshed brand narratives
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Helped legacy businesses attract new demographics while honoring their history
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Created scalable brand identities used across web, print, signage, and merchandise
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Drove increased revenue and stronger audience connection post-rebrand
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Positioned each brand for longevity, expansion, and digital evolution
Each rebrand was a transformation grounded in purpose and executed with precision. The results speak to my ability to craft identities that don’t just look good—but last, connect, and evolve with their audience.
