Identity and Brand Design - Spring 2022

This course explored how identity and brand design can shape perception, drive action, and bring meaning to even the most complex or overlooked subjects. Each project challenged us to think critically and creatively about how brands communicate, evolve, and connect with audiences.

In the Crisis project, we examined how to reposition a struggling brand by identifying its pain points and reimagining its identity for a new audience. The Commodity project pushed us to take something ordinary and transform it into a premium, purpose-driven brand through strategic storytelling and design. The Cause project focused on visual persuasion—creating impactful messaging and identity systems to drive awareness and action around urgent social issues. Finally, Chaos asked us to embrace unpredictability, exploring how design can create meaning, clarity, or disruption when traditional systems break down.

Across all four projects, the common thread was using brand design as a tool for communication, connection, and cultural relevance.

Crisis

In this project, I identified a brand facing public and financial challenges and developed a refreshed brand expression in response. I chose Forever 21, a once-dominant fast fashion retailer that filed for bankruptcy and has faced criticism for unethical manufacturing practices and declining product quality.

To reposition the brand for a more conscious and style-savvy consumer, I created a new fixed element in the form of a reimagined logo and built a brand identity that honors Forever 21’s roots while evolving to meet the needs of its changing audience.

Commodity

For this project, we were challenged to take an everyday commodity and transform it into a premium brand experience. I chose coffee and reimagined it not just as a beverage, but as a creative tool. The result: Latte-Draw, an all-natural, kid-friendly paint made from coffee.

Packaged in a biodegradable pouch containing both coffee grounds and pigment, Latte-Draw offers a mess-free, non-staining alternative to traditional paints. It’s designed to be safe for kids, gentle on surfaces, and environmentally conscious—turning coffee into a medium for creativity, not just caffeine.

Cause

This assignment challenged us to create a compelling visual campaign for a cause—one that not only informs, but inspires action. I chose to focus on sexual assault, with the goal of raising awareness around the importance of consent and the alarming frequency of assault.

The poster was designed to cut through the noise, spark conversation, and carry the potential for virality through its bold messaging and emotional impact. By spotlighting a powerful statistic—someone is sexually assaulted every 68 seconds—the piece encourages viewers to stop, reflect, and share.

Chaos

A question marketers are constantly asking is how we get people’s attention in today’s world. How does one make a viral video or invention in a world bombarded with content? My approach to these questions was to create a brand that targets a different audience than the norm. Many current fashion brands are focused on targeting women. I want to create a brand focused on men. Men who want to elevate their style without knowing where to shop.

Chosen is a brand created by women with the sole intention of elevating men’s fashion. Since women are the traditional consumer of the fashion industry, men trust their opinions and look to them for advice. This is the reason Chosen is different from other brands. Chosen is designed by women, for men.

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