Blue Smoke

Ahead of an international, fast-casual expansion, Dave helped shift Blue Smoke’s brand promise: after 15 years of bringing America’s best barbecue to NYC, the original city barbecue joint is now on a mission to bring their own style of Original New York Barbecue to everyone.

Drawing inspiration from the cultural and visual cacophony of New York City’s sidewalks, Blue Smoke’s new logo and visual language offers a nod to the layers of writing, graffiti, signage and stickers that line our beloved streets. With a new brand platform and reinvigorated mission, Dave was able to preserve Blue Smoke’s the brand equity and credibility among barbecue afficianaods while shaping both the brand’s purpose and identity with an eye towards the future.