Real estate sign that says "Update on Moore" in black and white.

UPSIDE on Moore is a 30,000-square-foot food hall and event venue that brings together a collection of local food vendors, gathering spaces and cultural experiences under one roof. As creative director for this project, I developed the brand from concept to reality, includingcreating the logo, visual identity, website, environmental graphics, uniforms and brand standards that shaped the overall guest experience. In collaboration with management team Mothersauce Partners, AREP real estate partners and local artists, I helped create a distinct sense of place while ensuring every touchpoint felt cohesive.

In addition to the master brand, I designed the identities for several original concepts created specifically for the venue, including Lightning Coffee, The Sweet District, Lili’s and The Bar at UPSIDE on Moore, creating a connected family of brands that work together as a unified destination.

Modern glass building with a sign reading "Upside on Moore Food Hall". Outdoor seating area with tables, chairs, and potted flowers. Blurred people walking past.

UPSIDE on Moore brings together a diverse mix of food and beverage concepts spanning a wide range of cuisines under one roof.

Vendors include Ghostburger, Little Tiger Dumplings, Neko Panchi, Tony Boloney’s and La Michoacana, offering everything from burgers and dumplings to sushi, pizza, tacos and desserts, located just one mile away from Washington, DC.

The space is rounded out by specialty concepts including Frost & Flourish bakery, Just Ron Chocolate and The Pinball Basement, a nostalgic arcade featuring both classic and contemporary pinball machines that encourages guests to explore beyond the dining experience.

Inside a modern coffee shop with large windows, wooden ceiling, and a mural wall, people are sitting and working or having coffee, including an older man, a young boy, and a young woman. A barista is working at the counter.
Pink circular logo with a cartoon ghost face and the text 'GHOSTBURGER'.
A circular logo for Lightning Coffee Co. featuring a yellow lightning bolt and white text on a black background. The text reads "Lightning Coffee Co." and includes the words "Born in Rosslyn, VA".
Logo for a restaurant or food business featuring a pink cursive font and a dark blue background, with text that says 'Salads, Sandwiches & More'.
Close-up of a blue circular logo with white cursive text that says 'Ford'.
A round, black badge with orange text that reads 'Just' above larger bold text that reads 'Good' and below that 'Chocolate' in a square outline.
Logo for La Michoacana Tacos Everywhere featuring a stylized sugar skull, with the text "LA MICHOACANA TACS EVERYWHERE" and three colored dots at the bottom.
Stylized black, white, and red logo for Neko Panchi Sushi, featuring a cat's head silhouette and text reading 'Japanese Small Bite'.
Black background with a red target symbol and a bear face in the center; the text 'LITTLE TIGE' and 'BUMBLINGS' surrounding the design.
A circular purple design with white text that reads, 'EST. 2017', 'Frost & Flavour', and 'SWEET MOMENTS, SWEETER MOMENTS'. There is also a white line drawing of a pastry or cake with a flower and decorative elements.
Blue circular logo with white text that says "THE BAR" at the top, "upside" in large font across the middle, and "ON MORE" at the bottom.
A circular badge with a pink background and scalloped beige border, featuring the text 'The Sweetest Desserts & More' in purple with small white star accents.
A blackboard with an adult reading a book to children in a classroom.

The defining feature of the UPSIDE logo is the custom “S,” which was inspired by the idea of upward movement. Early in the process, our team noticed it resembled an escalator, a fitting connection given that one of the primary ways visitors enter the foodhall is via an escalator that brings them up into the space. While guests can access UPSIDE through multiple entry points, we embraced the escalator as a visual metaphor for gathering, discovery, and elevating everyday experiences through food and community.

The symbol also reflects the operational innovation behind UPSIDE. Unlike a traditional foodhall, guests can order from every vendor and the bar through a single, unified ordering system, creating a more seamless and social experience. The upward motion of the “S” became a visual expression of this streamlined approach, while also reinforcing the optimistic spirit behind the brand.

To extend this idea throughout the identity, I extracted the “S” from the logo and developed it into a flexible graphic motif used across the brand system. Appearing throughout signage, environmental graphics, and marketing materials, it serves as a visual thread that reinforces themes of movement, connection, and upward momentum.

A plate of grilled steak topped with herb butter, served with seasoned French fries garnished with parsley, and a small metal cup of dipping sauce.
A close-up image of a cheeseburger with pickles, melted cheese, bacon, and a bun, on a plain white background.
Bright green steamed dumplings on a white plate with a small bowl of soy sauce on the side, against a yellow background.
Close-up of two white rectangular plates filled with sushi rolls on an orange table, with a small white dish of soy sauce and black chopsticks resting on one plate.
Cup of pink and white ice cream with colorful sprinkles on top against a purple background.
Three cups of bubble tea with tapioca pearls, featuring cartoon alien face logos, in yellow, green, and pink colors, on a light blue background.
Close-up of two beef tacos with melted cheese, chopped onions, and green herbs, served with a side of dark dipping sauce in a small white bowl and a metal cup of lime juice.
Chinese steamed buns filled with fried chicken, sliced green onions, and drizzled with a dark sauce, served in a white bowl on a yellow background.
A slice of pizza with cherry tomatoes, cheese, and green sauce on a white paper plate.
Restaurant menu listing cocktails, mocktails, beer, wine, and other beverages with descriptions and prices, divided into sections for signature cocktails, classic cocktails, non-alcoholic options, draft beer, bottles and cans, and wines, with a happy hour offer from Monday to Friday, 3-7 PM.
A liquor menu with sections for Red, White, Sparkling, Rosé, Vodka, Gin, Scotch, Cognac, Bourbon/Whiskey, Japanese Whiskey, Tequila, Rum, Mezcal, and Other Spirits. Each section lists various brands and types with prices.
Close-up of a bowl of soup with leaves of basil, tomato, and ground spices visible.
A hand holding a canned beverage over a table with various foods including a salad with dressing, a plate of fried fish with lemon slices, and a pizza with vegetables. The table is pink with a blue decorative element.
A collage of three food and drink images with quotes. The first image shows a hand holding a breakfast sandwich with guacamole, a poached egg, and a slice of bread, next to a glass of orange juice. The second image depicts a coffee machine pouring espresso into a white cup. The third image displays a plate of fried chicken, French fries with a side of ranch dressing, coleslaw, and some fried chicken pieces.
Modern building interior with a large blue and white mural displaying the words 'UPSIDE ON MOORE' with geometric graphics, a lit ceiling, and floral decoration in the foreground.
A decorated dining table with flower arrangements, wine glasses, napkins, and candles, set for an event in a modern interior with colorful illuminated wall art in the background.
A logo design layout showing the word 'UPSIDE' in large, white, bold letters on a dark background, with the text 'ON MOORE' below in smaller font. The left side of the image contains a section titled 'LOGO' with the heading 'CLEAR SPACE' and an explanation about maintaining clear space around a logo, written in black text on a white background.
Colorful mural of a landscape scene with trees, hills, a bridge, and a large sun, on a wall inside a building with white ceiling and pipes.
Color palette chart with color names and values, including colors: Blue, Teal, Orange, Rose, Gold, Neutral Gray, Essential Gray, Iron Ore, and Neutral Gray.
Interior view of a modern office space with a colorful mural on the wall depicting nature scene with plants, rocks, and a sunset, plus vertical signage with a QR code and motivational words."UPSIDE WELCOME SIT ANYWHERE ORDER FROM ANYWHERE ENJOY EVERYTHING."
A modern, elegantly decorated restaurant with tables set with flowers, glassware, and napkins, overlooking a cityscape with tall glass buildings at night, illuminated by warm string lights.
A font style guide showing typography details for Henderson Sans, including uppercase and lowercase alphabet, numbers, and symbols, with explanatory text.
Sample typography guide displaying the secondary typeface 'Pragmatica,' including uppercase and lowercase letters, numbers, and symbols, with descriptive text about secondary typefaces in brand branding.

As creative director, I served as a central point of collaboration between the many teams responsible for shaping UPSIDE on Moore. The project required coordinating with ownership, operators, chefs, food vendors, artists, photographers, fabricators, printers, and staff to translate a shared vision into a seamless experience. By working across disciplines and maintaining alignment between creative, operational, and business objectives, I helped create a destination where every element felt connected and intentional.

The scale and complexity of the project also demanded a high level of organization. Managing thousands of files, revisions, production assets, and vendor deliverables required a structured system that allowed work to move efficiently across teams. My ability to quickly locate information, track project history, and maintain organized archives helped ensure consistency throughout the process and made collaboration smoother for everyone involved.

An escalator with red steps and blue trim at the bottom, leading up to a colorful mural with abstract trees, a moon, and sky, in an indoor shopping mall or entertainment complex.
Decorative golden and silver ornaments along a stairway railing with holiday greenery, leading to an upper level with modern hanging circular and oval light fixtures and a blue wall with the word 'UPSIDE' in white.
Close-up of a sandwich on a white rectangular plate, with a side salad in a small white bowl, all on a dark gray surface.
Bowl of guacamole garnished with chopped tomatoes, onions, and cilantro, next to a side of tortilla chips on a white tray, set against a green background.
A white bowl of dumplings topped with sauce and sesame seeds, next to a basket of sliced fried bread and a small dish of dipping sauce, with a larger white bowl of noodle salad topped with cilantro and chopped vegetables on an orange background.
A cocktail glass filled with a light brown beverage, garnished with coffee beans floating on top, placed on a light blue surface.
A close-up of a hamburger with a bun, leafy greens, melted cheese, a beef patty, and condiments, against a bright yellow background.
A group of colorful, speckled, dome-shaped chocolates arranged on a mint green surface, casting shadows.
Three cocktails on a dark surface. The left contains a yellow drink garnished with crushed ice on top, the middle has a dark amber drink with ice and an orange slice, and the right shows a clear drink with ice, garnished with a sprig of mint.
Three colorful smoothies in clear plastic cups with black straws against a lime green background.

What began as a branding project evolved into a long-term creative partnership that continues today. Beyond developing the visual identity, I have remained deeply involved in supporting the growth and day-to-day needs of the business through signage, environmental graphics, websites, social media, events, vendor communications, fundraising initiatives, marketing campaigns, pop-ups, vendor stall decorations and countless other projects.

UPSIDE on Moore remains one of the most rewarding projects of my career. Watching it grow from a branding project into a thriving destination has been incredibly fulfilling, and I am grateful to continue playing a role in its evolution every day.