Potomac District cafe & market
Creating a fresh, guest-friendly campaign and signage system that highlights PDCM’s chef-made food and enhances the customer experience.
Role
Graphic Designer
Client
Gaylord National Resort & Convention Center
Tools
InDesign, Illustrator, Photoshop
Year
2025
Project Brief
Background
Potomac District Café & Market (PDCM) is a fast-casual dining outlet located within the Gaylord National Hotel & Convention Center. Since opening in 2022, PDCM has offered chef-crafted, grab-and-go meals made with seasonal ingredients and innovative, small-batch recipes.
The Challenge
Although PDCM’s food is made fresh daily by in-house chefs, guests often perceive it as prepackaged or processed because of the grab and go format. This misunderstanding is made worse by unclear signage and a lack of visual storytelling that explains the brand’s culinary standards. Many guests do not know how the outlet works such as where to order, what items are available, and where to find them. These communication gaps have caused confusion, longer wait times, and lower guest satisfaction scores.
The Design Focus
The goal was to change how PDCM shares its food story while guiding guests smoothly through the space. This meant creating clear and engaging signage that helps with wayfinding and highlights the brand’s fresh, chef-prepared food, improving the overall experience for guests.
Potomac District Cafe & Marketplace's Mission
To deliver convenience without compromising on quality, promising food that’s conviently wrapped, fresh, and full of flavor.
Results
To improve wayfinding and shift perceptions of PDCM’s food quality, a new signage system was created. Clear, strategic messaging helps guests navigate the space while highlighting the brand’s fresh, chef-made offerings. The result is a smoother, more informed guest experience that better reflects PDCM’s mission.
Accessibility Tests
In crafting the UI style guide, I drew inspiration from Overwatch's current design aesthetics, aiming to embody a sleek, modern, and futuristic vibe. Taking cues from the renowned game, I incorporated elements such as bright glowing overlays to infuse a dynamic and visually striking aspect into the user interface.
About Me
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