TGI Fridays needed to refresh their iconic brand that had been around since 1965. The goal: make it more modern and dynamic, without losing certain familiar traits, in order for them to compete with a new breed of casual restaurants. A lot of time was dedicated to research and analyzing the marketplace in order to deliver a clean, refined logo that moved the brand forward while retaining its established identity.

This was my first encounter working on a brand of this size. It was equal parts exciting and frustrating, aka just like any other client. The end result helped contribute to their new marketing angle of being the neighborhood hangout (sorry, Applebee’s).