Thought Process
The Courthouse Bar & Grille had all the right ingredients – family-owned since 1998, housed in an actual historic courthouse building, located in downtown Putnam’s growing antique district. But it was clearly stuck in the past while competitors with 4.7-star ratings were leaving it behind.
The biggest red flags? Their Instagram didn’t show up in local searches, their social media had zero food photos, and their website links were broken. The menu was everywhere – pasta, steaks, burgers, seafood – which worked for families but lacked focus. Meanwhile, new restaurants were popping up all around them. I saw a chance to keep the courthouse theme but make it feel fresh and competitive instead of outdated.
Strategies and Skills
- Research: I analyzed local competitors and demographics (median age 42.9, $63k household income) to understand the market and target audience.
- Brand Strategy: Instead of scrapping the courthouse theme, I refined it with “Timeless flavor with a contemporary twist” and playful legal references like “criminal plates” and “guilty libations.”
- Visual Design: Created a logo system with Roman Antique typography mixed with modern fonts. Developed two colorways that worked across all applications.
- Digital Overhaul: Fixed their broken social links, made their Instagram searchable, designed a proper landing page with reservation integration, and created a newsletter template.
- Copywriting: Elevated their menu descriptions from “half-pound burger with cheese” to “perfectly grilled half-pound patty on toasted brioche bun.”
- Brand Systems: Built everything from business cards to social templates so they could maintain consistency everywhere.
Key Takeaways
This project really taught me how important it is to respect a brand’s heritage while still pushing it forward. The Courthouse had been serving the community for over 25 years, so completely reinventing it would have been a mistake. Instead, I learned to balance tradition while embracing modernization. I also realized how critical it is to audit every single brand touchpoint – their Instagram handle wasn’t searchable, their social links were broken, their menu descriptions were bland. Small details like these can make or break a customer’s first impression. Working with a real local business made me think differently about target audiences too. This wasn’t just about attracting new customers; it was about keeping longtime regulars happy while also appealing to the weekend antique shoppers and tourists visiting Putnam’s growing downtown scene. My project is linked below.
Mia Krysa 