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                Geno Burmester


DESIGN SYSTEMS I’VE LED WITH SOME REALLY TALENTED DESIGNERS—




Panera Brand Identity 2025



The IT JUST MEALS GOOD platform needed a visual identity refresh. Enter our updated design system – including a new bespoke typeface, a brighter palette, vibrant and immersive photography, and a new motion language to pair with fresh new layouts and product stickers. Because “food fit for a meal” deserves a visual world that JUST MEALS GOOD.

We left no bread bowl unturned.

Starting with a new bespoke typeface: Panera Bravo, created in partnership with Monotype. This gooey, craveworthy new typeface is at the heart of Panera’s refreshed identity. The lettering was inspired by the hand-lettered bakery signage of Panera’s roots, weaving together the nostalgia of the brand’s past with the warmth and vibrance of its future. The name itself borrows from one of Panera’s most popular items, Bravo sauce, infusing the type with that same saucy, decadent feel.

System created with Shantanu Sharma, Lauren Schroeter, Inwoo Baek and Rachna Chari.













Recognition—

ADC Merit
Featured In—

Brand New
Brand Inquirer


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Hard Rock Sportsbook Toolkit 2026


Working with BUCK, we created a dynamic and flexible system for Hard Rock to create tons of assets promoting a spectrum of games and fights throughout their respective seasons.

System created with BUCK, Shantanu Sharma, and Tim Tuley.














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Footlocker Holiday Campaign Design 2022



We created a fun global system filled with energy and movement, rooted in the iconic Footlocker stripes for the 2019 Holiday Season. 

System created with Lauren Schroeter and Zipeng Zhu.





















We also created some posters.



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Autotrader Spec Identity 2019



We proposed a design system that put simplicity back to the car buying process—a clear, uncluttered design language that’s flexible and convey’s Autotrader’s offering in a better and more emotional way. 
We wanted to inject some joy into a category that’s assumed to be filled with frustration.

We drew our inspiration from the modernist art era, where design brought a joy, color and movement to otherwise mechanical and abstract things. There is a timeless positivity in all this work that demonstrates our core design principles -simplicity, honesty, and levity.

A system created with Guy Featherstone and Brad Simon.











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