Monument Grills needed a visual identity that could make grilling feel more approachable and relevant to everyday life, moving beyond the traditionally technical and masculine conventions of the category.

I helped evolve the identity around a clearer, more confident expression of the existing brand. The logo was refined to improve simplicity and scalability, while bold typography, a structured black-and-white foundation and a warm orange accent created a system that felt strong without becoming intimidating.

The wider identity was designed for clarity across retail, packaging and digital environments, with clean layouts, straightforward information and photography focused on real people and shared moments. I worked across the visual identity, art direction and application of the system, helping create a brand that feels dependable, accessible and distinctly human.