About Me

I'm Kyle Mitchel, a South Florida based Art Director with a background spanning brand identity, creative direction, and cross-disciplinary production. I've led and built creative across a range of industries, bringing together design, motion, and digital to build work that actually means something. If you have a project worth making, let's talk!

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GRUBBRR

Art Direction, Brand Identity, Website Design

GRUBBRR is a self-ordering technology company powering commerce automation across restaurants, stadiums, and retail at scale. Despite operating in a space defined by innovation, the brand's visual identity hadn't kept pace. I led a full creative overhaul; from logo and design system to a complete website redesign — giving GRUBBRR the presence to match its ambition.

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Before: Functional, but with no identity.

After: Distinct, fresh, with a voice of its own.

The updated brand identity is anchored by a flexible system of color, type, and design elements. Effortless to work with, while providing a bold look to separate the brand from its competitors.

The Results

The refreshed brand rolled out across all touchpoints — from the live website to sales collateral and product marketing — marking GRUBBRR’s first identity overhaul since its founding in 2018. The new direction earned strong buy-in from executive leadership and gave the brand a foundation to grow into as the company continues expanding their market share.