SMART TECH MENU
Complete Brand Development for a Hospitality Tech Innovator
As a pioneer in digital menu and ordering technology for restaurants and hotels, Smart Tech Menu needed a cohesive and tech-savvy brand identity to match its forward-thinking product suite. Eric Wheelwright led the full-scale creative rollout—developing a unified visual system, website, and branded content that elevated the company’s market presence and storytelling power across digital, video, and print.
Scope of Work
Eric led the creative direction and execution of Smart Tech Menu’s corporate identity—from foundational logo design and website content to video production, product photography, and catalog development. His integrated approach ensured consistency across all customer touchpoints—strengthening trust, visibility, and brand impact.
- Designed the official Smart Tech Menu logo to establish a modern, tech-forward corporate identity
- Directed and produced a responsive, SEO-optimized website, including site architecture, copywriting, and visual strategy
- Captured high-resolution product photography of Smart Tech Menu’s digital menus, kiosks, and hardware
- Produced and directed explainer and demonstration videos to support sales, onboarding, and product education
- Wrote marketing and instructional copy for the website, product materials, and sales campaigns
- Led the design and copywriting of the company’s official product catalog and branded print collateral
- Developed supporting brand assets including business cards, letterhead, eCards, and QR code materials
- Established and hosted Microsoft 365 business email accounts for internal communicationsLogo Design & Brand Identity
Telling Their Story
Smart Tech Menu Logo Design & Brand Identity
Eric created the official logo for Smart Tech Menu, designing a mark that feels both approachable and forward-thinking. The logo captures the brand’s role as a leader in hospitality technology and became the foundation for all future branded materials.
Product Photography for Digital Menu Hardware
Eric photographed Smart Tech Menu’s proprietary tablet menus and kiosks—capturing their sleek design and usability in high-resolution visuals. These images are used across web, catalog, and advertising channels to communicate product quality and design integrity.
Full-Catalog Design & Marketing Copywriting
Eric led the concept, design, and copywriting of Smart Tech Menu’s product catalog. Combining sales strategy, visual storytelling, and clean layouts, the catalog showcases features, use cases, and benefits—serving as a versatile sales enablement tool.
Digital Menu Interface Mockups for Sales & Marketing
Eric designed high-fidelity interface mockups of Smart Tech Menu’s digital tablet menus—presented on realistic device renders to simulate user interaction. These clean, client-facing visuals are featured in sales presentations, trade show materials, and pitch decks to showcase the intuitive layout, menu design, and customizable interface of the DTM system.
In-Use Lifestyle Photography of Tablet Menu
Eric directed and photographed staged scenes of Smart Tech Menu tablets in action—capturing realistic moments from the diner’s perspective. These visuals are used to show user interaction and the system’s seamless integration into restaurant environments.
Explainer & Demonstration Video Production
Eric produced and directed a product demo video for Smart Tech Menu, blending motion graphics, curated imagery, and professional editing. The video clearly communicates key features and supports both sales outreach and client onboarding.