overview
This series was developed for my senior art exhibition, “Structure and Soul.” The show centered on the intersection of marketing strategy and creative execution, featuring three pillars: one strategy-heavy, one purely creative, and one acting as the equilibrium. This project represents that middle ground, blending strategic planning with design to build a cohesive brand identity across multiple mediums.
research + direction
The goal was to build a comprehensive brand from the ground up and show how an identity lives across different touchpoints. I started with a mascot concept and moved into developing specific fonts, colors, and a logo to establish a distinct voice. I spent a lot of time researching how other brands in this space position themselves so I could find a unique gap for my brand.
design + rationale
I created five final pieces that showcase the brand’s versatility—covering apparel, packaging, signage, and physical menus. My focus was on making the brand feel tangible and professional, which is why I started by developing a full brand guidelines document. Using that as my foundation, I produced mockups that felt like real-world products, ensuring every piece remained consistent with the overall identity.
results
results
This project served as the bridge between the other works in my show. It demonstrated that I can lead the strategy behind a brand and design with specific intent and purpose. My exhibition, "Structure and Soul", was awarded the Dean’s Award in the School of Visual and Performing Arts, and I was recognized for this work at graduation.
