William B’s Steakhouse Branding

This branding project focused on creating a refined and authentic visual identity for William B’s, an upscale steakhouse under the Boyd Gaming brand. The goal was to convey timeless tradition with a sense of modern elegance. I began by studying premium dining brands to understand the balance between heritage and polish. Through custom serif and script typography exploration, I developed a bespoke wordmark that feels dignified and tailored, featuring subtle curves and a strong baseline. This design was created to work seamlessly across menus, signage, uniforms, and digital platforms throughout the resort’s properties.

Building on the logo’s foundation, I designed multiple variations for different uses, including horizontal, stacked, and simplified versions to ensure adaptability across a variety of materials. A sophisticated palette of charcoal, cream, and gold was selected to reinforce the brand’s elevated tone. I paired typography that offered both clarity and consistency, creating a cohesive system that worked across print and digital applications. The final identity elevated the guest experience and provided a unified, luxurious presence, with the design now visible in everything from interior signage to social media promotions.