On the Border — National Rebrand Training & Content Development
Training Solutions, Concept Development, Design, Video Production
On the Border Mexican Grill & Cantina undertook a sweeping brand transformation—modernizing identity, culture, operations, and the entire guest experience. They needed a creative partner capable of rebuilding their training ecosystem from the ground up while aligning every asset to the new brand vision. MAXMedia Partners delivered a fully integrated suite of training content, design, and production solutions, including a standout technical innovation that became one of the project’s defining elements.
​
At-a-Glance
-
Engagement Type: National Training & Brand Development
-
Services: Training systems, instructional design, video production, menu redesign, creative development
-
Key Output: Full training program rebuild + custom-engineered POV camera solution (“Fajita Cam”)
-
Industry: Hospitality, Restaurant & Food Service
-
Year: 2015
Background & Objectives
On the Border launched a company-wide rebrand intended to modernize its image, streamline operations, and deliver a more consistent guest experience across all locations. The overhaul affected every internal touchpoint—from culture and team communication to food presentation and service standards.
​
OTB required a partner who could not only produce high-quality training content but also translate operational changes into a compelling, brand-cohesive learning platform.
The goals were clear:
-
Establish a unified training system aligned with the new brand identity
-
Elevate employee culture and guest-relations standards
-
Modernize visual and instructional materials
-
Reinforce culinary direction with a redesigned menu and improved storytelling
Our Role
MAXMedia Partners was tasked with rebuilding the training ecosystem through a full-stack content and production approach. Responsibilities included:
-
Concept development, scriptwriting, and instructional design
-
Creation of training videos covering operations, culture, and guest relations
-
Editorial and post-production for all deliverables
-
Full menu redesign—including copy, visual layout, and brand-forward storytelling
-
Development of updated training criteria, culture guidelines, and service frameworks
-
Engineering a custom filming solution to capture POV training footage that traditional gear could not achieve
A particularly complex sequence—filming the iconic sizzling fajitas from a server’s perspective—led to the development of the now well-known “Fajita Cam.”
Innovation Spotlight: "Fajita Cam"
The objective was simple: capture the server’s point-of-view as the skillet moves from kitchen to table. The execution was not. Early tests failed due to tray instability, heat distortion, and smoke overwhelming the lens.
MMP solved the problem with a fully custom-engineered camera platform:
-
A precision-cut opening through the serving tray
-
A fixed arm mounted above the tray to stabilize the camera
-
A downward 40-degree angle optimized for framing
-
Elevation calibrated to stay above the smoke plume while maintaining sharp focus
The result: a clean, stable POV shot highlighting movement, sizzle, and guest anticipation without losing visual clarity. The solution became a signature innovation and has since been replicated for additional food-service clients.
Production Scope
-
Training program concept and instructional system design
-
Scriptwriting and content development
-
On-location production and editorial
-
Custom equipment engineering (“Fajita Cam”)
-
Menu redesign, including copywriting, layout, and brand storytelling
-
Development of culture guidelines and guest-relations frameworks
Creative & Technical Highlights
-
Unified training ecosystem aligned with the rebrand
-
Integrated cultural messaging, guest experience, and operational standards
-
Full menu redesign supporting new culinary direction and brand heritage
-
Breakthrough POV filming enabled by custom camera engineering
-
Scalable content deployable across employee levels and corporate teams
Outcome & Impact
The national rebrand was reinforced by a revitalized training platform built specifically for OTB’s new identity. Employees benefited from clearer guidance, more engaging materials, and a stronger, more cohesive cultural narrative.
The “Fajita Cam” became a notable differentiator in MMP’s portfolio and set a new standard for dynamic food-service training content. The project improved alignment across locations and helped solidify the refreshed On the Border experience nationwide.
