RBI Corporate
RBI Corporate
Modernizing a global QSR parent brand with a refreshed identity and investor-first UX.
Modernizing a global QSR parent brand with a refreshed identity and investor-first UX.
About
About
RBI, Restaurant Brand International, owner of Quick Service Restaurants (QSR) such as Burger King, Tim Hortons, Popeyes, and Firehouse Subs, needed a new corporate website to represent themselves on a global scale in an effective and professional manner. Having their investors utilize their website for SEC Filings, Annual Reports, Press Releases, and other documents, promoting efficiency in locating, retrieving, and downloading these documents became a prime focus of the redesign. Evolving RBI’s corporate brand, applying it to a modern corporate experience, the team introduced additional abstract shapes as a progressive pattern and structural grids to convey an organized, diverse, balanced and professional company.
RBI, Restaurant Brand International, owner of Quick Service Restaurants (QSR) such as Burger King, Tim Hortons, Popeyes, and Firehouse Subs, needed a new corporate website to represent themselves on a global scale in an effective and professional manner. Having their investors utilize their website for SEC Filings, Annual Reports, Press Releases, and other documents, promoting efficiency in locating, retrieving, and downloading these documents became a prime focus of the redesign. Evolving RBI’s corporate brand, applying it to a modern corporate experience, the team introduced additional abstract shapes as a progressive pattern and structural grids to convey an organized, diverse, balanced and professional company.
Role
Role
Design Lead
Design Lead
Platform
Platform
Web
Web
Client
Client
RBI - Restaurant Brands International
RBI - Restaurant Brands International
Type
Type
Corporate Site
Corporate Site
,
,
QSR Parent Company
QSR Parent Company
Year
Year
2022
2022
Focus
Focus
Corporate branding, investor UX, accessibility, CMS-driven design systems
Corporate branding, investor UX, accessibility, CMS-driven design systems
Challenge
Challenge
RBI—parent company of Burger King, Tim Hortons, Popeyes, and Firehouse Subs—needed a modern corporate website to represent its brand on a global scale. The site had to balance enterprise-level credibility with accessibility, visual polish, and investor usability. Our challenge: elevate the RBI brand while streamlining document access for investors, analysts, and stakeholders—without diluting the personality of its iconic QSR portfolio.
RBI—parent company of Burger King, Tim Hortons, Popeyes, and Firehouse Subs—needed a modern corporate website to represent its brand on a global scale. The site had to balance enterprise-level credibility with accessibility, visual polish, and investor usability. Our challenge: elevate the RBI brand while streamlining document access for investors, analysts, and stakeholders—without diluting the personality of its iconic QSR portfolio.
My Role
My Role
Led art direction and brand refinement through stylescapes
Managed the design team across UX and UI
Worked with stakeholders and executives on vision and approvals
Built scalable CMS-ready components in Figma
Documented and enforced accessibility requirements across the design
Oversaw technical handoff and system implementation guidance
Led art direction and brand refinement through stylescapes
Managed the design team across UX and UI
Worked with stakeholders and executives on vision and approvals
Built scalable CMS-ready components in Figma
Documented and enforced accessibility requirements across the design
Oversaw technical handoff and system implementation guidance
Focus
Focus
We collaborated closely with project and product managers to strategically group pages and features into batches, allowing for phased delivery while maintaining momentum across sprints. This approach ensured we stayed on schedule and within budget. Our scoping process prioritized the highest-impact areas for investors—specifically SEC filings, earnings reports, and press releases—making those flows central to our early roadmap. This phased release model also allowed our design team to iterate on stakeholder feedback in real-time, without bottlenecking development or compromising quality.
We collaborated closely with project and product managers to strategically group pages and features into batches, allowing for phased delivery while maintaining momentum across sprints. This approach ensured we stayed on schedule and within budget. Our scoping process prioritized the highest-impact areas for investors—specifically SEC filings, earnings reports, and press releases—making those flows central to our early roadmap. This phased release model also allowed our design team to iterate on stakeholder feedback in real-time, without bottlenecking development or compromising quality.
Insights
Insights
We began the project by conducting interviews with key stakeholders to identify the most important user needs—namely, efficient access to investment documentation, stock price visibility, and clarity around corporate responsibility efforts. These conversations helped us clarify the primary audience and align design priorities around investor trust and transparency. While formal usability testing was limited, we launched an internal survey at the end of the project to validate aesthetic direction and layout decisions. Accessibility emerged as a critical issue early on; the existing site lacked compliant structure across headings, landmarks, and charts, which we systematically addressed in both design and handoff documentation.
We began the project by conducting interviews with key stakeholders to identify the most important user needs—namely, efficient access to investment documentation, stock price visibility, and clarity around corporate responsibility efforts. These conversations helped us clarify the primary audience and align design priorities around investor trust and transparency. While formal usability testing was limited, we launched an internal survey at the end of the project to validate aesthetic direction and layout decisions. Accessibility emerged as a critical issue early on; the existing site lacked compliant structure across headings, landmarks, and charts, which we systematically addressed in both design and handoff documentation.
Hands On
Hands On
As the design lead, I guided the overall art direction through the creation of brand stylescapes that evolved RBI’s visual identity while respecting the simplicity of its existing guidelines. I collaborated directly with our UX and UI designers to build out key flows and page types, focusing especially on investor-facing content. My work extended into prototyping motion and interactive behaviors—such as animated mosaic patterns and subtle transitions—that brought a sense of intentionality and polish to the experience. These flourishes added delight without undermining the enterprise nature of the site, reinforcing a sense of trust and professionalism in every touchpoint.
As the design lead, I guided the overall art direction through the creation of brand stylescapes that evolved RBI’s visual identity while respecting the simplicity of its existing guidelines. I collaborated directly with our UX and UI designers to build out key flows and page types, focusing especially on investor-facing content. My work extended into prototyping motion and interactive behaviors—such as animated mosaic patterns and subtle transitions—that brought a sense of intentionality and polish to the experience. These flourishes added delight without undermining the enterprise nature of the site, reinforcing a sense of trust and professionalism in every touchpoint.
Systems
Systems
While designing each page, we simultaneously developed a modular system of components that could be easily authored within Sanity CMS. I took ownership of documenting these components—defining their use cases, variations, and responsive behaviours—as the system matured. The goal was to empower RBI’s internal content authors to create without reinventing structure, while ensuring visual and functional consistency across the experience. Accessibility remained a priority throughout; components were built to AA standards with attention to alt-text rules, heading hierarchies, contrast ratios, and keyboard navigability. Motion elements were subtle and purposeful, aligning with the brand’s tone of composure and confidence.
While designing each page, we simultaneously developed a modular system of components that could be easily authored within Sanity CMS. I took ownership of documenting these components—defining their use cases, variations, and responsive behaviours—as the system matured. The goal was to empower RBI’s internal content authors to create without reinventing structure, while ensuring visual and functional consistency across the experience. Accessibility remained a priority throughout; components were built to AA standards with attention to alt-text rules, heading hierarchies, contrast ratios, and keyboard navigability. Motion elements were subtle and purposeful, aligning with the brand’s tone of composure and confidence.
Outcome
Outcome
Successfully launched a fully accessible corporate website
Dramatically improved investor document discoverability
Refreshed RBI’s brand with a forward-thinking, enterprise-credible identity
Delivered a scalable design system to support future growth and content flexibility
Successfully launched a fully accessible corporate website
Dramatically improved investor document discoverability
Refreshed RBI’s brand with a forward-thinking, enterprise-credible identity
Delivered a scalable design system to support future growth and content flexibility
Highlights
Highlights
Elevated a dated brand into a confident digital presence
Prioritized accessibility from visual to structural implementation
Balanced global scale with localized CMS-driven authoring
Used motion and layout subtly to reflect RBI’s stature and modernity
Elevated a dated brand into a confident digital presence
Prioritized accessibility from visual to structural implementation
Balanced global scale with localized CMS-driven authoring
Used motion and layout subtly to reflect RBI’s stature and modernity
What I learned
Enterprise branding doesn’t have to feel dry—it can be delightful without sacrificing trust
Small design flourishes (motion, layout rhythm) can signal confidence and control
Accessible design is just as much about authorship tools as it is about the interface
Stakeholder collaboration can act as a surrogate for formal user research when used intentionally
Tools
Figma
Miro
Slack
After Effects
Photoshop
Credits
Brian Cass
Design Lead
Mark Bishop
Designer
Miranda Tiang
UX Designer
Christina Ung
UX Lead
Credits
Brian Cass
Design Lead
Mark Bishop
Designer
Miranda Tiang
UX Designer
Christina Ung
UX Lead
Tools
Figma
Miro
Slack
After Effects
Photoshop
What i Learned
Enterprise branding doesn’t have to feel dry—it can be delightful without sacrificing trust
Small design flourishes (motion, layout rhythm) can signal confidence and control
Accessible design is just as much about authorship tools as it is about the interface
Stakeholder collaboration can act as a surrogate for formal user research when used intentionally
