Case Study: Arthur Mac’s

The Results

  • Fully accessible, user-friendly website built to scale

  • Resolved compliance issues and eliminated legal risk

  • Streamlined brand identity that opened the door to franchising opportunities

  • More cohesive, on-brand customer experience at every touchpoint

  • Successful launch of a second location — and a third on the horizon

The Challenge

Arthur Mac’s was a hyped East Bay pizza spot—but over time, the brand had spread itself thin. The team expanded their offerings, opened a second location, and in trying to make each and every customer happy along the way, left their identity unclear.

The existing website was outdated and not ADA-compliant, which had triggered a legal challenge. Messaging varied across platforms and locations, making the guest experience was inconsistent and hard to manage internally.

The Work

We led a full rebrand and digital overhaul to streamline and future-proof the business:

  • Redesigned the website from the ground up to reflect a scalable, mobile-first brand

  • Ensured full ADA compliance, resolving an active accessibility lawsuit

  • Refined the brand identity for clarity across multiple locations

  • Developed a repeatable social media strategy aligned with their voice and audience

  • Redesigned menus for better usability, visual consistency, and easier updates

  • Provided creative support for the launch of their second location, with systems in place for a third

A group of street musicians perform outside a cafe, with one person playing drums, and another on keyboard. A man in the background is looking at his phone. There are pizza and pizza slice signs hanging above the musicians.
A person removing a pizza from an oven with a pizza peel at a pizzeria.
Illustration of a website homepage for Arthur Mac's, featuring a cartoon lion character holding a beer and surrounded by pizza slices, chicken wings, fries, ice cream, and arcade game machines. Large text reads 'BEER. PIZZA. WINGS.'. Navigation menu includes locations, reservations, retro arcades, merch, gift cards, and an order button.

"Lindsey is creative, professional, and very personable. You truly feel like she's an internal team member from the moment you start working with her. Her support and creativity provided us a concise brand that we are very proud of."

— Jordan DiGiorgio, Cofounder at Arthur Mac’s