Fleetwood Diner
type of work
UX Design Design Systems Branding
role
Design Lead
timeframe
January - March 2026
Translating a diner’s authentic in-person atmosphere into a modernized web experience.
Since 1949, Fleetwood Diner has been a neon-lit sanctuary for late-night students and early-morning locals alike. It’s more than a 24/7 landmark; every square inch of its sticker-plastered walls serves as a living time capsule of Ann Arbor’s culture.
Worked on the redesign of Fleetwood’s digital presence, establishing a comprehensive design system to bridge the gap between the diner’s legendary in-person charm and a high-performing, seamless user interface.
OBJECTIVES
REIMAGINING FLEETWOOD DINER
The process began with an immersive analysis of Fleetwood’s physical atmosphere and market position to bridge the gap between its grit and a modern web experience. I translated the diner’s iconic sticker-bomb aesthetic and neon signage into a cohesive visual system through iterative sketching and refinement.
OBJECTIVES
DESIGN TOKENS
I created a scalable design system using Primitives, Semantics, and Tokens to streamline the handoff from design to development.
To mirror the 24/7 nature of the business, I leveraged my design system to create a dynamic interface that transitions from light to dark mode at sunset, simulating the moment the physical neon flickers to life.
OBJECTIVES
INTEGRATED ONLINE ORDERING
