Joseph Szala is a nationally recognized branding expert, speaker, and creative strategist known for his bold, no-BS approach to restaurant and hospitality branding. With over 15 years of experience, he’s built a reputation for helping emerging and established restaurant brands sharpen their identity, clarify their strategy, and create guest experiences that convert. His work spans concept creation, brand development, menu positioning, and digital experience strategy for multi-unit operators, fast casual powerhouses, and culinary upstarts alike.

As founder of the branding agency Vigor, Joseph led the company from startup to seven-figure success before a successful exit in 2021. Today, through Bullhearted and 3Owl, he continues to elevate restaurant and multi-unit brands with deep strategy, sharp design, and an unapologetically authentic voice. His unique mix of strategic rigor and creative intuition has earned the trust of industry leaders, from legacy brands to startup founders.

Joseph brings that same energy to the stage, podcast mic, and panel table—delivering insights on branding, digital experience, and creative leadership that resonate with operators, marketers, and creatives alike. Whether he’s advising CMOs or mentoring designers, Joseph speaks the language of restaurants fluently—and isn’t afraid to challenge the status quo.