At Philly Pretzel Factory, I worked with both the corporate team and individual franchise owners to bring more consistency and personality to the brand across everything from social to in-store assets.

Because each location had different needs, a big part of my role was creating design that could flex as needed—keeping things on-brand while still working at the local individual store level.

My work included:

• Shaping a more cohesive look and feel for social, moving beyond purely promotional posts into something more engaging and brand-driven.

• Designing menu boards and in-store signage that felt clearer, more modern, and easier to navigate.

• Concepting visuals for new product launches and seasonal campaigns.

• Directing product photoshoots to make the food feel more cohesive and consistent with the brand style.

• Creating system-wide emails and newsletters that felt more aligned with the overall brand/

Overall, the focus was on making the brand feel more unified and intentional—without losing the flexibility each store needed.