Every Day
Extras
Associate Creative Director
Bringing the design heat to Chevron ExtraMile’s hot menus—turning a new legal requirement into a value add for everyone.
Done with
Midnight Oil
2019
Situation
Task
Design a dynamic menu screen system that accounted for every variable—screen count, menu item volume, ad space, and timed rotations—all strategically crafted to drive attention to the hot bar and enhance the overall guest experience.
Action
Researched menu design best practices, combined them with brief requirements to create an adaptable layout, and tested readability to define optimal rotation timing.
Results
Chevron ExtraMile invited Midnight Oil to pitch a design concept. After winning, I led the full menu experience—bringing the experience to life.
We won the competitive pitch and carried the project through to completion, delivering a solution that met the client’s expectations and was approved for rollout. While post-launch performance data was not shared, the final work reflected the strategic goals outlined in the brief and was well received by stakeholders. The engagement demonstrated strong creative alignment, efficient collaboration, and client trust—resulting in a full execution of the design vision.
