Strategic Design for Brands Ready to Grow

Neographic Media is a creative studio specializing in brand identity, print design, web development, and digital marketing materials. We curate thoughtful visuals that drive engagement, build trust, and connect brands with their audiences across platforms.

Category: Branding

Flyte Energy: Launch of New Energy Drink Refreshers
BRAND LAUNCH! New Energy Drink Refreshers

Assignment

Traditional energy drinks are loaded with artificial ingredients, excessive caffeine, and high sugar. Energy drink refreshers, on the other hand, uses natural ingredients, lower sugar content, and added functional benefits like vitamins or electrolytes. This beverage launch cuts the high amounts of caffeine, sugar, and artificial dyes typically found in energy drinks and delivers energy without the crash.
Project Deliverables

Brand Identity: Develop a brand name, visual style, and voice

Can Labels: Create packaging for 2 energy drink refresher flavors

4-Pack Packaging: Design a beverage box that conveniently holds four cans

Brand Extension: Expand the product line to include powder packs

Web Banners: Attract site traffic using web embeds as advertising

Social Media Posts: Connect with audience to build product awareness

Email Marketing: Communicate and engage with potential customers

Poster: Showcase the product and direct viewers to the website

Introductory Video: Provide an overview of products and values

Booklet: Tell brand story and step into its visual style and unique voice

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It Out!

Flyte Energy Booklet
The Challenge

With only 9 weeks to develop a brand identity and marketing strategy, the timeline demanded efficient planning and creative problem-solving from start to finish. To build an effective campaign, the team conducted competitor research and a whitespace analysis to identify market gaps and uncover opportunities for differentiation. While energy drink refreshers naturally appeal to health-conscious consumers, younger audiences like Millennials and Gen Z, fitness enthusiasts, and busy students or professionals, this group remains a broad audience. Attempting such a wide target market risks diluting the message and losing engagement, emphasizing the importance of refining the target market to create a campaign that truly resonates.

Our Solution

After conducting thorough research on the existing energy drink market, our team decided to connect with female Gen Z consumers who value both wellness and performance. While most energy drinks on the market use bold, masculine branding and emphasize intensity over balance, this concept focuses on energy with intention. This avenue offers a refreshing alternative that feels approachable, empowering, and aligned with self-care.

Beyond addressing the gender gap, the brand speaks to Gen Z’s growing focus on topics such as sustainability and wellness. From recyclable materials to self-care messaging, the product aims to redefine what an energy drink can represent. This mission guided every stage of the design process, ensuring that the final campaign captured the feeling of upliftment at the center of its mission. That is how Flyte Energy came to be, representing this new product line for energy without the burnout.

Logo Design

The Flyte logo embodies movement and freedom. Because of this, we created a custom typeface, where the ‘F’ takes on a wing-like form as a symbol of momentum. Paired with our tagline, “Your Wings of Power,” Flyte’s uplifting energy is etched into every detail, giving consumers the confidence to move, create, and take flight.

Flyte’s unique approach to energy ultimately encourages consumers to form a healthy relationship with energy drinks. These energy drink refreshers offer refreshing, clean ingredients without the crash to support focus and reduce burnout.

Final logo design for Flyte Energy (click to enlarge and read notes)

Packaging Design

The product line highlights Flyte’s two signature flavors: Blue Horizon and Cloudburst. Each flavor is designed to embody the brand’s balance of wellness and energy. With zero sugar, minimal calories, and essential vitamins, all products support sustained energy without the crash.

Cloudburst: A fruity blend of white peach and lychee inspired a palette of vibrant hues and soft pastels, communicating a sense of lightness and vitality to reflect the drink’s juicy and uplifting flavor.

Blue Horizon: A fresh combination of crisp blueberries and zesty lemon inspires a label that is bright and airy, capturing freshness and exhilaration in every detail.

4-Pack: The four-pack carrier equips customers with their favorites, perfect for sharing and convenience while reinforcing brand consistency on shelf displays.

Powder Packs: Compact, portable, and flavor-forward, this brand extension reinforces Flyte’s mission towards wellness in a new product packed with electrolytes and vitamins for daily energy and hydration.

Digital Marketing

The digital campaign builds brand awareness through cohesive storytelling and impactful, motion-driven design. All marketing materials reinforce the brand’s identity and approachable energy across various digital touchpoints.

Banner AdsSocial PostsEmail MarketingPoster Video

We set out to design bold, empowering layouts that would immediately capture attention. Using striking imagery and concise, motivating text, these web banners were built for high visibility and seamless adaptability across digital platforms.

The campaign slogan Rise. Refresh. Repeat. embodies Flyte’s message of ambition and balance for young women, encouraging them to rise with confidence, recharge with clean energy, and maintain momentum through mindful habits. The accompanying imagery of a woman standing above the clouds at the mountain’s peak reflects the natural energy and empowerment from Flyte’s products, inspiring viewers to learn more and navigate to the website.

We developed a social media strategy to energize Flyte’s online presence and strengthen community engagement. Each post is designed to increase site traffic and build meaningful audience connections.

Through product introductions, lifestyle imagery, and customer spotlights, Flyte’s social feed embodies confidence and positivity. The visuals and captions work together to celebrate wellness, ambition, and empowerment, encouraging followers to live boldly and stay refreshed.

Flyte’s email campaigns were designed to stand out in the inbox while staying true to the brand identity. Each message highlights product launches and special offers in a consistent, digestible format. As the brand evolves, Flyte’s emails will go beyond promotions, featuring wellness tips, community updates, and positive messaging that inspire better energy.

This ongoing communication helps strengthen brand loyalty and deepen audience connections. Each email feels personal yet purposeful, encouraging subscribers to check in, recharge, and stay connected with the Flyte community.

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Sound On

This project combines poster design and motion graphics into one cohesive video that introduces Flyte’s full product lineup. The opening and closing frames feature a standalone poster design, allowing the piece to loop seamlessly while maintaining a strong visual identity across formats.

The greatest challenge was producing a video for a product that didn’t yet exist. Without access to filmed footage, the solution relied on detailed product mockups, stock assets, and engaging transitions to convey energy and movement. The result is a dynamic video that builds excitement about the launch and encourages viewers to explore the Flyte website.

Final Reflection

This project strengthened our approach to branding by showing how storytelling and problem-solving work hand in hand to create meaningful design solutions. The design process revolved around identifying strategies to appeal to the target market, ensuring that imagery and messaging aligned with audience expectations. We are especially proud of the produced marketing materials, particularly the banner ads. Although the ads were the most challenging aspect of this project, they were the most rewarding. Maintaining brand consistency and audience impact across the six formats truly refined our ability to think strategically and design with purpose.

Working within a tight 9-week timeline also pushed us to manage time efficiently, apply feedback effectively, and stay focused under pressure. This project also brought together skills across several design programs: Photoshop, Illustrator, InDesign, After Effects, Canva, and Constant Contact. Applying these tools to real-world branding and marketing challenges was both exciting and affirming, showcasing versatility and growth as a designer ready to take on new creative challenges.
October 22, 2025
Crafting an Instagram Reel for Limited Edition Cookies
Disclaimer: The social media ads created by the author for this case study project feature a fictitious representation of a brand-name product. These advertisements are part of an experiential learning exercise and are only imaginative works of fiction. The products are not endorsed by the actual brands mentioned.

Enjoy this video case study on the Neographic Media Youtube channel!

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The Recipe for Memorable Marketing

Engaging social media content is crucial for companies constantly competing in the marketplace. It is a vital opportunity for brands to stand out from competitors. High-quality content holds the power to not only attract but retain the attention of potential customers. Effective social media marketing encourages user interaction that, in turn, leads to brand loyalty and customer retention.

Instagram Reels are intentionally designed to quickly capture and hold viewers’ attention. Social media platforms featuring successful reels demonstrates an understanding brand identity, current trends in digital marketing, and content creation that effectively engage an audience.

Furthermore, stop motion possesses a unique charm and tangible quality unmatched by other techniques. It enables animators to animate inanimate objects, giving them a sense of personality and character. Thus, combination of the quick engagement of reels with the distinctive charm of stop motion creates a powerful content marketing strategy, as recognized by big companies such as Apple.

From Farm to Fame

Pepperidge Farm is an American commercial bakery founded in 1937 by Margaret Rudkin. The brand derives its name from her family’s farm in Fairfield, Connecticut (CT), inspired by the pepperidge tree.

Official Pepperidge Farm logo

Pepperidge Farm’s official website, where users can shop all their favorite snacks

The company now operates out of Norwalk, CT as a subsidiary of one of North America’s largest food companies, the Campbell Soup Company. Pepperidge Farm is set to close its current headquarters by 2025 to consolidate its central offices. The new headquarters will be situated in Camden, New Jersey, alongside the Campbell Soup Company’s main office.

Milano cookies are one of the brand’s many beloved treats, delivering a rich chocolatey goodness that has found its way into the hearts and homes of countless Americans. But did you know that the same brand responsible for these delightful snacks also produces the beloved “snack that smiles back”?

Despite their established success and beloved products, Pepperidge Farm faces a new and unique challenge.

Crunch Time: Marketing for London Fog Cookies

Pepperidge Farm faces the challenge of effectively promoting their new Limited Edition London Fog Milano cookie on Instagram. They aim to increase social media engagement, boost cookie sales, and expand their consumer profile. The primary issue at hand is to create a compelling Instagram reel that would capture the attention of both existing and new customers.

The brand needs to differentiate this new product in a market saturated with various snack options. While their established products, such as the classic Milano cookies and Goldfish crackers, already have a strong following, the introduction of a limited edition flavor requires a fresh and innovative approach to capture interest and drive excitement.

Pepperidge Farm’s challenge was also influenced by the heightened competition in the snack food industry. As more brands leverage social media to promote their products, standing out becomes increasingly difficult. This intensifies the need for innovative content that can set apart itself from the crowd and capture consumer interest.

Pepperidge Farm Instagram insights as of May 2024: 531 posts | 44.4K followers
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Client Cravings: What They’re Hungry For

Pepperidge Farm had clear expectations for this project:

Graphically Interesting Post: The client wanted a visually appealing reel that could capture the sophisticated yet playful essence of the London Fog Milano cookie. The design needed to be both eye-catching and engaging, leveraging the highly visual aspect of Instagram’s platform to draw in viewers.

Consistency with Existing Branding: It was crucial that the reel maintained a cohesive look and feel with Pepperidge Farm’s existing branding. This included using color schemes, fonts, and visual elements that aligned with the brand’s established identity.

Reference to the Holiday Fog Reel: The client specifically referenced the successful Holiday Fog reel, requesting a similar approach for the new product. This meant incorporating familiar stylistic elements and themes to create a sense of continuity for the audience.

Highlighting Product Uniqueness: The reel needed to emphasize what makes the London Fog Milano cookie special, from its unique flavor inspired by the classic London Fog tea latte to its limited edition status. This required a delicate balance of informative content and enticing visuals.

Engagement and Interaction: Beyond just views, the client expected the reel to encourage interaction—likes, comments, shares, and perhaps even user-generated content. This meant the content had to be not just watchable, but shareable and discussable, sparking conversation among viewers.

By meeting these expectations, the goal was to create a reel that not only promoted the new product but also reinforced Pepperidge Farm’s brand image, engaged their audience, and drove tangible results in terms of sales and brand loyalty.
360° of Goodness: The Stop-Motion Story of Milano Cookies

We knew this reel needed to capture the attention of existing and potential customer. To set Pepperidge Farm apart, we took on a creative and innovative approach by incorporating stop motion into the final reel. We began this new challenge, by drawing inspiration from successful reels, not necessarily in the same market (Apple’s Shot on iPhone 15 Pro reel). To ensure this solution would resonate with the client’s goals for engagement, we conducted preliminary research into stop motion techniques.

While presenting the concept to the client, we discussed the stop motion concept and gathered their input on how to achieve the desired effect. Based on the feedback and suggestions, we decided to shoot more than 4 angles of the London Fog Milano Cookies to enhance the stop-motion effect. In the end, we captured a total 17 angles to achieve a smooth spinning effect.

Throughout the development process, we sought feedback from the client to achieve the ultimate solution. This iterative approach allowed us to fine-tune the techniques used and ensure that the final reel would both meet the client’s expectations and effectively showcase the limited edition cookies.

Final Instagram Reel for Pepperidge Farm’s New Limited Edition London Fog Milano Cookie

The solution we developed was a visually stunning Instagram reel that featured the London Fog Milano Cookies in a captivating stop-motion sequence. Similar to Pepperidge Farm’s Holiday Exclusive Holiday Nog Milano Cookie Instagram Reel, the product itself inspired the final color palette and typography. By leveraging this technique, I was able to create a unique and memorable viewing experience that effectively captured the attention of our client’s target audience.

In terms of platforms and tools, I utilized professional-grade photography equipment and Adobe Photoshop to edit and compile the images into an effective stop-motion sequence.

Overall, my approach to the challenge involved a combination of creative thinking and a commitment to delivering a solution that would effectively showcase the limited edition product and set Pepperidge Farm apart in the competitive marketplace.

Color Palette & Typography

Steps to Sweet Success

ResearchStoryboardingDevelopment

Week 1

The journey began with a week dedicated to thorough research and planning. During this phase, an analysis of the Pepperidge Farm brand identity was conducted, various stop-motion techniques were explored, successful reels like Apple’s Shot on iPhone 15 Pro were studied. This preliminary research ensured a solid understanding of what would capture the audience’s attention and set Pepperidge Farm apart from competitors.

Week 2

Next, the process transitioned into the week-long design phase, crafting detailed storyboards. Ideas were brainstormed to create a unique and engaging concept for the London Fog Milano Cookies reel. The storyboards outlined general frames of the stop-motion sequence, developing a coherent and captivating narrative.

Collaboration with the client during this stage was crucial to incorporate their vision and feedback, refining the approach to perfectly align with the brand’s identity and marketing goals.

Weeks 3 – 4

With the plan in place and the storyboards approved, the development phase took place over the span of two weeks. This stage involved the meticulous process of shooting 17 different angles of the London Fog Milano Cookies packaging to achieve a playful spinning effect. Each photo was carefully masked to bring the product to life with the magic of stop-motion. Using Adobe Photoshop, the images were compiled and edited, ensuring a visually engaging loop for the final reel.

By following this structured timeline, I successfully created an Instagram reel showcasing the limited edition London Fog Milano Cookies. This reel added a unique touch of personality to the brand’s Instagram page while staying true to the brand’s identity and setting it apart from competing snack companies.

Behind the scenes look at the process

Projecting Sweet Success: Unveiling the Impact

The solution effectively solved the client’s stated problem and accomplished their objectives. The reel achieves the same feel as the Holiday Nog reel, aligning perfectly with Pepperidge Farm’s branding on Instagram.

Taste of Triumph: Instant Social Media Buzz

The immediate benefits include increased engagement on the Pepperidge Farm Instagram page. The visually captivating stop-motion reel attracted more likes, comments, and shares, boosting the brand’s visibility and interaction with its audience.

Sweet Sustenance: Nurturing Long-Term Consumer Connections

Over time, the brand will develop a more unique and distinguished identity by consistently posting high-quality, creative content. This will result in sustained social media engagement, a larger consumer base, and increased product sales. The continual use of unique and innovative content such as stop-motion reels will set Pepperidge Farm apart from competitors.

Crumb Count: Tracking Reel Performance Metrics

The most important data point is social media engagement. High engagement levels are crucial for enhancing brand visibility and reach. Increased engagement means more people are seeing and interacting with content promoting products like the new London Fog Milano cookie, which drives sales and strengthens the brand’s presence in the market.

Sweet Satisfaction: Client Reactions to Reel Results

Overall, Pepperidge Farm is ecstatic about the Neographic solution. The client’s positive feedback and the immediate uptick in social media engagement indicate that the solution not only solved their problem but also exceeded their expectations, helping them achieve their intended goals.

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May 22, 2024
Popular Science: Challenging the Status Quo
Background

Students, especially those with a passion for STEM, are strongly encouraged to explore new technologies. Yet, there is resistance from education systems to permit usage of Generative Artificial Intelligence (AI) systems, such as ChatGPT. At the time this article was written, the regulations surrounding AI use in schools could be quite strict, as the repercussions of employing such software can be as severe as expulsion from school.

I would like to note that this exploration of AI technology arises in response to a practical design problem posed within an academic setting. Such an assignment develops the critical skill of grappling with contemporary real-world challenges while devising innovative solutions in preparation for the demands of a rapidly evolving professional landscape. This practical assignment demonstrates not only proficiency in design but also the ability to navigate complex regulatory frameworks and ethical considerations—a valuable skill set in industries like graphic design where emerging technologies play a pivotal role.

Executive Summary

Popular Science Magazine (PopSci) aims to redefine the role of AI systems in education. Misuse of AI technology has largely contributed to the negative narrative surrounding these systems; however, education of how to effectively use AI augmentation to assist with tasks in a productive way can revolutionize human potential.

Neographic Media was tasked with creating a magazine cover, depicting Generative AI as a tool for productivity rather than as a threat to academic growth among students.

Client Goals
- Encourage the exploration and education of new technologies
- Garner attention for PopSci Magazine
- Educate users on proper usage of Generative AI
By achieving these objectives, students will be inspired to embrace the current digital era, ensuring they maintain a competitive edge in the job market through their technological expertise. Ultimately, this initiative will empower individuals to utilize AI effectively, unlocking their full potential while emphasizing responsible and informed usage.

About the Magazine

PopSci stands as a popular U.S. magazine featuring insightful science reporting, cutting-edge technology updates, and engaging DIY projects. With its broad range of topics, PopSci caters not only to general readers but also to science enthusiasts, avid technology users, curious minds, and students seeking inspiration and knowledge.

Popular Science Magazine Logo

In the digital realm, PopSci’s website has drawn 7.1 million visits on both desktop and mobile platforms within the past month alone (as of May 2024). This online presence has secured its standing, currently ranking at #93 in the competitive Programming and Developer software category, according to data from similarweb.com.

One of PopSci’s defining features is its bold and visually captivating aesthetic, characterized by striking text, vivid imagery, and harmonious color palettes. The magazine’s distinct style captures the essence of its content, making it instantly recognizable and engaging for audiences worldwide.

Emaples of real PopSci Magazine issues sourced from Google Images

Given PopSci’s general content surrounding science and technology, a cover story addressing AI technologies only enhances its reputation for cutting-edge reporting, particularly by showcasing how tools like ChatGPT can revolutionize productivity and empower its readers to optimize their workflows and achieve a better work-life balance.

Design Challenges

The design challenge revolves around conceptualizing a dynamic 3D model for a magazine cover that transforms the perception of ChatGPT as a tool for productivity. This concept will empower students to optimize their workflows, accomplish tasks more efficiently, and reclaim precious time for their passions and relationships.

Design Objectives
- Adhere PopSci Magazine standards
- Appeal to PopSci’s target audience
- Develop a conceptual 3D model
Central to the design process is developing a deeper understanding of the target audience: students. By empathizing with their struggles, aspirations, and preferences, the conceptual model can be tailored to resonate with their needs and aspirations for enhanced productivity and work-life balance.

For this magazine cover design, I will utilize Cinema 4D, a 3D modeling software, to create a realistic model that also serves as a powerful metaphor. This task not only aligns with the magazine company’s mission to deliver compelling and innovative content but also challenges my visual communication skills by demanding the translation of abstract concepts into compelling, impactful imagery.

Process

As iteration is heavily emphasized throughout this post, it is only right to walk through the process it took to reach the final solution.

Mid-fidelity Wireframe Concept of PopSci Magazine Cover

The light bulb serves as a universally recognized symbol of inspiration, innovation, and bright ideas. By replacing the filament within the bulb with the ChatGPT logo, the cover metaphorically communicates the idea that the AI system serves as the driving force behind students’ productivity. Similar to how the filament ignites the light bulb, ChatGPT ignites students’ potential, illuminating their paths to success.

Design Solution

The ultimate solution for PopSci’s cover features a visual metaphor, depicting the ChatGPT logo as the tungsten filament in a light bulb. This concept encapsulates the essence of ChatGPT’s potential to enhance productivity among students.

Redefining Productivity: A 3D Conceptual Cover Design for PopSci Magazine Showcasing ChatGPT as the Filament in a Light Bulb

One of the key enhancements made during the design process was altering the initial concept of the filament. Originally, the filament was depicted as a solid ChatGPT logo. However, I refined this idea by transforming the filament to resemble the delicate, glowing structure of a real light bulb filament, while still maintaining the recognizable shape of the ChatGPT logo. This subtle yet significant change added a layer of realism and visual intrigue, making a world of difference in the overall design.

Breakthroughs

During this process, I experienced the following discoveries:
1. The value of iteration in design.
  - Arguably one of the most uncomfortable part of the design process is iteration. This discomfort stems from the acceptance that the initial concept may not have been as strong as the designer originally thought and the fear that the next attempt may not be better. However, seeking trusted feedback and saving all iterations can help counter these emotions and guide the design toward more successful outcomes. Exceptional design is about taking risks.
2. The importance of visual storytelling in reshaping perceptions.
  - Throughout history, art has been used to shape the perception of the masses. Common examples many may not consider is advertisements (add link to victorian broadside post). Propaganda is a form of advertising with the sole purpose of mass persuasion.
Propaganda Examples from La Generalista
1. The power to convey a message through imagery alone.
  - The conceptual aspect of this design communicates a message through merely an image. There text is merely supplementary to the images. As a stand-alone model, the viewers can likely receive the same message.
Conclusions

The process of designing the PopSci magazine cover, with the ChatGPT logo as the filament in a light bulb, was both challenging and enlightening. This project will not only enhance the visual appeal of the magazine but also continue to solidify its reputation as a leader in cutting-edge technology reporting. By reimagining ChatGPT as a tool for productivity, the cover story effectively communicated the transformative potential of AI to a broad audience, including students and tech enthusiasts.

On a personal level, this project served as a prime opportunity for my growth as a designer. It pushed the boundaries of my visual communication skills, requiring a delicate balance between aesthetic appeal and functional clarity. Through advanced 3D modeling techniques and iterative design, I was able to translate abstract concepts into a compelling visual narrative.

Just take a look at the development from concept to creation:

Ultimately, my breakthroughs not only contributed to the success of this project but also provided valuable lessons for future endeavors. These insights will forever stay with me to inform my approach to design challenges, ensuring that I can continue to create impactful and engaging visuals. As I apply these lessons to future projects, I am confident that I will continue to develop as a designer, creating work that is both innovative and meaningful.

Want to see more?

Explore my portfolio for additional case studies and projects that showcase my skills graphic design and visual storytelling.

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April 22, 2024
Graphic Riffs: The Converters Logo Identity

A Visual Symphony

Neographic Media was tasked with creating a band logo identity for a new rock band called The Converters. The band requested that the final iteration capture an essence similar to that of the Guns and Roses logo. Additional logo requirements include that the final design must invoke rock culture, be easily visualized, include identifiable text, and display the band’s website.

Inspiration: Guns N Roses logo

Client Spotlight

The Converters is an edgy, up-and-coming rock band that holds a deep admiration for the iconic rock band Guns N’ Roses. so far, the band has amassed an audience comprised of people ages 25 through 60 with a taste for classic rock, blues, and biker music.

Concert audience visual generated by Bing

The final logo identity must accurately reflect the band’s musical persona and appeal to its broad audience.

Harmonizing Concepts

This logo is a visual identity for The Converters, meaning it must resonate with the band’s existing audience and appeal to a broader audience. Referencing a blues, rock, and biker culture similar to Guns and Roses accomplishes this task perfectly. A logo that associates The Converters with these attributes will easily attract the right audience.

Furthermore, the band’s website as part of the logo is a golden opportunity to drive website traffic among current and potential audiences.

Amplifying Band Recognition

Neographic Media has never had to design a band logo before, so this was a fun challenge. Thorough research went into dissecting the essence of rock, blues, and biker culture to effectively achieve the objectives of this design project.

First logo identity iteration

Symbols were huge when looking into the culture. There is plenty of imagery that encompasses rock culture alone. During the brainstorming process, we considered musical concepts, but ultimately settled on the iconic rock n’ roll hand gesture. This symbol unapologetically exudes rock culture, and the spiked cuff adds an edgy flare.

Final black and white logo identity

Final logo identity in color

The first iteration of The Converters logo was nearly a success. We made one minor change to the final design: the sound wave between the fingers. This was a perfect final touch to unify the logo identity with the electrifying band name.

Moreover, the chosen color palette is inspired by Guns N’ Roses. The iconic logo utilizes red and yellow, so we used similar colors in a new way. Additionally, the type treatment has an eclectic feel and can stand independently as a band logo.

Hi-Con sandblasted beer mug for The Converters

The Converters coasters with the lead singer’s catchphrase

September 7, 2023
Modernized Hometown Rebrand – Hartford, CT

Purpose

Today, many towns have logos that have not been updated since the 1900s. This means that many of the logos we see feel outdated. The purpose of this project was to modernize the logo for Connecticut’s state capital, Hartford.

Logo Redesign

While we can appreciate the level of detail in Hartford’s current logo, it has a very old-fashioned and serious feel. We wanted to modernize the logo to make Hartford give off a friendlier vibe.

The new logo form is friendlier and more modern. The lines breaking out of the outer circle give a feeling of motion and progression. which ties into its color palette that pulls from the transit line CT Fastrak. This green gives a sense of familiarity to locals and unity throughout the city to visitors.

Current town logo

Hartford tourist brochure with logo redesign

Town Brochure

Committing to the town’s rebrand, we took the liberty of designing a tourist brochure utilizing the modern style and color palette of the new logo design.

This brochure is complete with Hartford’s main attractions including the Connecticut Science Center, Mark Twain House, and Wadsworth Atheneum as well as the best restaurants. The back panel includes the city’s contact information and social media.

Closing

Logo design impacts how people perceive a brand, or in this case a town. If your logo is outdated, it may seem that your company is outdated as well. After all, a logo is a reflection of your brand. As such, updating your logo design will reflect positive change and growth.

August 10, 2023
White Electric Coffee Co-Op Rebrand Strategy

Assignment

The goal is to develop a rebranding strategy for a local coffee shop to expand its client profile. This rebrand will utilize design principles and a SWOT analysis to enhance the user experience and user interface. The final project includes a redesigned logo, a new value proposition, and mobile application mockups.

Client

White Electric is a local coffee shop based in Providence, Rhode Island (RI). This brand is very unique in that it is one of merely a few dozen worker-owned businesses in the country and the first unionized coffee shop in the state of RI. White Electric maintains strong values surrounding social justice, making this an important aspect of the brand’s identity.

White Electric storefront sign Providence, RI

Other characteristics that speak to the brand’s identity include the wall dedicated to showcasing artwork by neighborhood artists and inviting local musicians to play in-house.

Challenges

Inconsistent Branding

White Electric has a different logo on its storefront sign, website header, and social media pages. It would be in the brand’s best interest to narrow it down to one logo. After all, a logo is how users recognize a brand and distinguish it from the competition. Consistent branding is important for building trust with the audience.

No Value Proposition

White Electric currently offers no value proposition. This is an issue because they are missing out on a key branding opportunity. A value proposition communicates what a brand offers and why customers should choose them over their competitors. It can be the difference between losing a sale and closing it.

No Mobile Orders

The lack of a mobile application for online orders is a missed opportunity for the brand. Introducing a White Electric mobile app will enhance customer experience, provide rich customer data, increase customer loyalty, and sell more products.

Current White Electric web and social media logos

Solutions

Logo Development

A brand logo is the most important branding element; it is how users identify a brand. As such, it is of the utmost importance that the logo redesign reflects White Electric’s brand identity.

We wanted to combine common elements among the brand’s existing logos for the redesign. White Electric has a unique and edgy vibe that we wanted the new logo to reflect. Using negative space for the lightning bolt gives the logo a unique form that feels representative of the brand identity.

Final logo redesign for White Electric

The chosen typography is also important to note. “Electric” has been the guiding concept for this rebrand, so it was necessary that the typography felt electric. Gin Regular accomplishes this perfectly and Mrs. Eaves OT Regular compliments Gin fairly well.

The color palette consists of a warm red and an off-white, both of which are significant to the brand identity. The red possesses brown undertones, which represent coffee without being too obvious and overwhelming. The off-white, on the other hand, is a tribute to the brand name White Electric. It also creates a strong contrast against the red while feeling cohesive given their shared undertones.

The rest of the color palette complements the red and off-white from the logo. This creates a valuable palette to add visual interest for other aspects of branding such as menus, swag, etc.

New Value Proposition

Branding White Electric’s new value proposition

Our proposed value proposition for White Electric is “Spark the flavor. Ignite your day.” This value proposition plays on the brand’s unique and unconventional name for a coffee shop, which further solidifies White Electric’s consumer profile. Furthermore, it promises incomparable coffee and tea flavors as the way for customers to start their day.

Mobile Application

A mobile app creates an immersive, convenient, and instantly recognizable experience for customers, where they can browse the menu at their leisure and save their favorite items.

White Electric mobile application home screen mockup

White Electric menu item customization for mobile orders mockup

Closing

If White Electric were to implement this rebrand strategy, the brand could enhance the user experience and broaden its consumer profile.

May 1, 2023