About
Marty McPies is a scratch-made pizzeria in downtown Corpus Christi, Texas. This project was guided by a central mission: how can we entice more Corpus Christi locals and tourists to visit Marty McPies’ physical location? Primary and secondary research revealed two interconnected obstacles — limited visibility in a busy downtown setting, and a lack of accessibility features for customers with disabilities.
The existing logo was refined rather than replaced, preserving the UFO while making it more scalable and dynamic. The UFO beam was redesigned to resemble a pizza slice, directly nodding to the product. A customizable element was introduced allowing customers to draw within the beam — inviting word-of-mouth marketing through a unique, participatory brand experience. Submissions are eligible for a monthly competition hosted by the brand. A new illustration system was also developed to streamline and unify visuals across all brand collateral. The color palette was audited for color blindness compliance, and new patterns were introduced to better differentiate the brand from competitors. A new rooftop restaurant sign was created, significantly increasing the location’s visibility from the surrounding area.
On the accessibility side, tactile floor decals guide customers to the register and restrooms, and braille menu options were explored — ensuring the Marty McPies experience is one that anyone in Corpus Christi can find and enjoy.
