Café Galleria is an impossibly charming Italian-focused neighborhood restaurant tucked into a registered historical building on Midway's Main Street -- a mountain town nestled between Sundance and Park City on the backside of Utah's Wasatch Mountains. New ownership came in with a clear vision and brought me in to help them realize it.

The Work

I reimagined the brand from the ground up: logo design, digital strategy, environmental signage, menus, website, reservations system, and merchandise. The setting does a lot of the heavy lifting atmospherically -- a beautifully restored historic property in one of the most picturesque small towns in the American West -- so the brand needed to honor that without leaning on it as a crutch. The creative had to feel earned. I've stayed on as Creative Director and brand manager ever since, and the relationship continues to grow. One highlight worth noting: Café Galleria runs eight Alpenglobes on their patio through fall and winter -- a connection that came through my work on that project -- and they sell out consistently, generating buzz from visitors and guests arriving from all over the world.

Takeaway

Inspired by vintage European ski posters, built for a mountain town that needed a landmark. Now it is one.