Midnight Cowboy, one of Austin's most celebrated cocktail speakeasies, sought a distinctive visual identity and supporting materials for Arcana, a year-long evolving menu concept designed to deepen guest engagement and extend the experience beyond cocktails alone.

My role involved leading design and production of the full menu system and supporting collateral and managing vendors across print and fabrication. I also collaborated closely with the marketing team and PR partners on programming, influencer campaigns and broader marketing efforts that surrounded the launch and beyond. The campaign generated nearly one million impressions through influencer activations alone, reinforcing Midnight Cowboy's standing as one of Austin's premier cocktail destinations and bringing a new layer of narrative and intrigue to the guest experience.