George & Leon’s Roast Beef

Westbrook, Maine

Full Building Exterior Mural

Project Brief:

For George & Leon's Roast Beef, HMDC transformed an otherwise unremarkable building into a highly visible brand landmark through a large-scale exterior mural and environmental branding project. Having previously developed the restaurant's branding and logo system, the mural became an opportunity to extend that identity beyond traditional signage and into the architecture itself. The goal was to create a destination, something impossible to miss in a part of town that lacked strong visual character and gave little indication of the quality and personality waiting inside.

The design embraced the restaurant's signature emerald green brand color, wrapping around the entire building and extending all the way up the chimney to create a cohesive, immersive experience from every angle. At the center of the composition is an illustration by Laura Bramley featuring George, owner Logan's beloved dog and one of the restaurant's namesakes. Serving as both a mascot and focal point, George helped bring warmth, personality, and storytelling to the project while reinforcing the brand's local roots. The result is a vibrant visual landmark that transformed a modest roadside building into a memorable destination—one that feels welcoming, distinctive, and deeply connected to the identity of the business it represents.