Smashburger hired us to introduce “A New Way to Burger” to the world with an powerful storytelling experience. We created a system of immersive illustrations inspired by neon signage, western cattle brands and hieroglyphs. The icons and typographic lock-ups communicate the lore and techniques that make the brand unique. The new visual system will be applied to everything from national TV spots to store interiors.

Year: 2016
CD: Jeff Johnson & Dustin Hackwith
Designer: Dustin Hackwith, Dan Shearen
Designed at: Replace