Dine Up

I created the brand and visual system for DineUp, a platform connecting private aviation with a broader ecosystem of restaurants, chefs, caterers, operators and service partners.

The identity was designed to bring together the sophistication of premium travel with the clarity and usability of a modern digital product, creating a brand that could move seamlessly between luxury hospitality, operational logistics and technology.

Challenge

The brand needed to speak to two very different worlds, the premium expectations of private aviation and hospitality, and the operational complexity of logistics and technology. The challenge was creating an identity that felt elevated and memorable without becoming overly luxurious or disconnected from the product.

Solution

I created a flexible visual system spanning logo, typography, color, imagery, brand elements, and digital applications. The identity balanced sophistication with simplicity, giving DineUp a recognizable foundation that could work across customer-facing experiences, partner materials, and product communications.

The result was a cohesive brand that helped position DineUp as a modern aviation hospitality platform rather than a traditional catering service. The company later expanded its technology offering and was acquired by Goodwin in 2026.