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 brand illustrations dive deep into pop culture, local IYKYK references that go beyond the common theme-park narrative of Orlando and give ode to the 2000s. As JAM evolved from a high-demand pop-up into a storefront, 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.