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Starting with the logo, I leaned into a familiar-ish classic serifed font that incorporates organic shapes - Averia Serif Libre, complemented with clean, cool Cosmica. We anchored much of our design in a warm, versatile beige with bright, bold, unexpected accent colors bringing personality and voice. For imagery, I found a phenomenal collection of photos featuring casual young professionals collaborating. Unposed and taken with high flash, these images appeal to millennials and Gen Z in a way that feels natural while still focusing on the whole point - working happier. I also had the opportunity to contribute to verbal brand positioning. The tagline I latched onto was "Work better here" - a simple promise that Indy is made for you as a a human; not just as an employee. After years of working with companies that provide what I call "little luxuries", I have a very clear understanding of demographic mentalities. Gen Z and milliennials want to feel seen and understood as individuals. They appreciate the unusual and gravitate toward brands that speak to them personally. I wanted to communicate (in both visuals and copy) that Indy sees you and wants the best for you. I pitched a collection of wavy hand illustrations to bring camaraderie and creativity to mind. I wanted to bring a sense of imperfect humanity to graphics with these while also mimicking the wavy/swirly elements in other graphic touchpoints. Visual cohesion + personality = winner! https://images.squarespace-cdn.com/content/v1/67b103915dc7c876331e8764/757901f5-ce3e-4eec-a50c-0f5da87fdd46/Airmail+1.png Portfolio - Brand Development Located in Miami Beach, Airmail was Sourced Craft Cocktails' first brick and mortar concept. I was granted the opportunity to build its branding from the ground up. I worked with my team to build a moody, tropical cocktail lounge with a hint of Cuban nostalgia (in a food hall, of all places!). 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I also added more youthful, vibrant imagery, cut out animation and faux iPhone notifications, Google search bars, etc. to attract a younger audience. https://images.squarespace-cdn.com/content/v1/67b103915dc7c876331e8764/5073b0bd-2b42-40f9-bf49-c019b8649123/Screenshot+2025-02-15+at+7.09.33%E2%80%AFPM.png Portfolio - Brand Development As part of my application for Senior Brand Designer with Postcard Cabins (formerly Getaway), I took it upon myself to put together a conceptual brand refresh deck that outlined my vision for how to develop brand personality and revitalize an already large fanbase. To skew toward a greater Gen Z audience, I pitched Polaroid, vintage-style high flash photography, '90s reminiscent merch and emphasis on unplugging from the digital zeitgeist (one of PC's main tenants). https://images.squarespace-cdn.com/content/v1/67b103915dc7c876331e8764/77ab27aa-53e2-4702-a5bc-e600d1d50777/Screenshot+2025-02-15+at+7.08.27%E2%80%AFPM.png Portfolio - Brand Development This mood board is totally conceptual. When reviewing Eberjey's current branding, I felt that, especially for a pajama brand, imagery and overall look + feel were lacking comfortability and a sense of attainability. I found myself wishing the brand were more organic. 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