Company
Fun Spot America, Kissimmee Location
Category
Creative Direction, Themed Experience Design, way-finding signage, and Branding
About
The "New York Burger Company" is a quick service restaurant located in the Fun Spot America Kissimmee location. The original location, "B.B. Grinders", was outdated and in need of a retheme due to conflicting branding and outdated menus. The creative department tasked me with creating the new visual identity and branding for the restaurant that would be implemented with new vinyl wrapping for the exterior of the building. 
Planning Stages
The marquee lettering on the front of the building had "New York Burger Co" in prominent display in addition to the New York skyline on the top. These two elements were requested to stay for the rebranding of the food truck back into the New York Burger Company. These elements played an essential role in the inspiration for the new concept.
Concept Development
The New York City subway is an iconic element of New York City and allows for a fun and engaging opportunity to give a unique theme to the restaurant. This direction will be also be functional by helping to maximize the pre-existing elements of the skyline and the marquee letters in a creative way.
Branding and Identity
The New York City subway is an iconic element of New York City and allows for a fun and engaging opportunity to give a unique theme to the restaurant. This direction will be also be functional by helping to maximize the pre-existing elements of the skyline and the marquee letters in a creative way.
Concept Art and Design
After conceptualizing and executing the new branding for the restaurant, I then turned to how that would translate into the theming for the building with a mockup of concept art and different design elements.
Vinyl Wrapping and Overall Execution
After approval, the creative direction of New York Burger Company was executed with glossy vinyl wrapping. The process took two days overall and did not impact operations at the location. This helped to minimize the cost for production as the sales for the restaurant where not affected. Customers and guest were both excited to see the new graphics go up as they were installed!
This large scale design works seamlessly with the existing assets. The New York City mural provides a dynamic finishing touch to the overall design. Other physical elements of the location added to the realism of the creative direction too. When closed, the grey metal shutters contrast well with the colorful design yet are visuals one can see in the New York subway as well. At night, the overhead lighting gives a warm and inviting glow over the design.

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