JAM needed a brand that felt as loud as the food, fast, rhythmic, and culture-forward without becoming a generic hot chicken template. I started with a simple question: how do you bring more hip-hop culture into Orlando through a restaurant brand? The illustrations are a cultural commentary, basketball, anime, early internet, and cartoons seen through the lens of an Orlando upbringing, local IYKYK references that go beyond the common theme-park narrative and give ode to the 2000s. As JAM evolved from a sold out pop-up into a staple neighborhood shack, it needed to keep that same energy. The brand expanded into activations like JAM Fest, spotlighting local artists and vendor collaborations. As creative lead, my scope spanned menu design, packaging, in-shop mural direction, apparel, web design, digital platforms including a beat-making microsite, photography, video, event branding, and collaboration strategy.