Brand Systems
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Print Production
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Campaign Design
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Brand Systems 〰️ Print Production 〰️ Campaign Design 〰️
CREATIVITY
EXPERTISE
Brand + Print
“Print designers often make better digital designers.
Years of working in print taught me discipline — spacing, hierarchy, typography, clarity, and restraint. You learn very quickly that things have to work, not just look good.
In print, there’s no undo button after it goes out. Files have to be clean. Type has to be readable. Layout has to guide the eye. Those habits stick with you. When I design for digital, I still think that way. I think about structure, flow, and readability first — not just effects or trends.
Digital tools change fast. Good design fundamentals don’t.
That print background gives you a solid foundation, and everything else builds from there.”- Jim Koscak
Menu Redesign
THE CHALLENGE
After 20 years as an established QSR brand, Mad Mex was ready for a full refresh. The brief was to modernise the brand through a complete rebrand — including an entirely new menu system supported by fresh photography — while unifying restaurants that had evolved through multiple design phases over time.
With every store presenting a different layout and visual language, the challenge was to consolidate these touchpoints into one cohesive, contemporary identity. The goal was to elevate Mad Mex into a premium QSR space, brighten the overall experience, and create a scalable design system that worked seamlessly across menus, in-store environments, and digital platforms.
