National Rebranding

December 2013 - June 2016 | Prophet Senior Designer



Qdoba was in need of a transformation. Always seen as “second best,” Qdoba entrusted Prophet to help them grow beyond being a merely a challenger. Prophet employed its strategy-led approach to define a cohesive design target and create a relevant, persuasive and durable emotional positioning. We then translated these abstract ideas into a compelling visual identity and restaurant design. In the end we revolutionized all aspects of the Qdoba brand.


My role on the project focused on restaurant design and the translation of brand strategy to the physical environment. We determined through the strategy phase that our target customer craved flavor, and the mash-up of tastes. We translated this need into signature graphics, colors and materials to transform the restaurant both inside and out. A few prototype stores have recently opened their doors, with many more on the way.


The Qdoba design work has received national acclaim with an article in Fast Company. I also won a firm-wide award for client impact for my role on the project. 


NOTE:  Prototype imagery has been provided courtesy of the client.