Gracie Mews Diner is a casual American diner with a classic take on modern dining for families, millennials & young professionals.
In June 2021, I created a digital identity for New York City Restaurant called Gracie Mews Diner. The restaurant attracts families, millennials, post-millennials, and young professionals. After joining the team, I was responsible for building their social media, branding the company, web development, and all marketing efforts, such as the corporate site.
Gracie Mews Diner
Lead UI/UX Design, Graphic Design, Social Media, Front-end Development, Art Direction
1 designer/developer, 1 Social Media Marketer, 1 SME
New York, New York
Situation: One of the main factors affecting the restaurant business is the difficulty of coming up with a unique selling point in an oversaturated industry. The rebranding of Gracie Mews Diner was a solution to solve this problem by diversifying the client base and increasing brand awareness.
Conceptualization and Ideation
The first part of our research was to understand how people decided to go to specific restaurants.
Task: For this, we conducted interviews with customers, which allowed us to understand their biggest frustrations and identify the pain points they encounter daily. After getting the research from the target market, I started creating prototypes and design concepts for the use cases. After getting the go-ahead from the team on the mockups, we began to conduct usability tests with the low-fidelity designs. Once we had confidence in the deliverables, we started finalizing the design.
Agile and Design Thinking Framework
Iterations were based off weekly sprints, where we had daily stand ups with the team and scrum master. We tracked our daily metrics and details on backlog items and their respective acceptance criteria during, the cupcake, cake to wedding cake, until we got to the minimum viable product. For the duration of the project we monitored our progress and version control through a pull method using GIT, Jira, Zoho Sprints, KanBan Flow and Bit Bucket. Below is the process we used that helped us get to the MVP:
After various design thinking sessions with the client we finally came up with a deliverable that would help the client engage better with their end users.
Action: Ultimately, we rebranded their entire restaurant to better reflect their misson. We created a new logo which was balanced with a softer typography. Also, we expanded their color palette based on the most frequently used colors in the church market. In addition to creating a new name and logo, we also created business cards, banners, envelopes and flyers for the restaurant. Besides the printed material, we completely created a digital identity for the restaurant.
In the end, we incorporated all our ideas into our final deliverables.
Results: We made design and development decisions to meet the Gracie Mews Diner criteria. The synergy between their internal team and myself could not have been better; our collaboration created solid design choices that have been implemented in the client’s final presentation material.