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The job

Lead the brand redesign initiative, deconstructing and expand the visual brand to be consistent and flexible across different touchpoints of engagement

cups provides services for independent coffee shops such as ordering supplies and booking on-demand baristas on one dashboard. 

Starting point

When I joined, the visual branding consistent of a hastily-made logo, a primary color, and a font. There was an essential need to define the brand identity, not only because it hadn’t been done before but also there had been a pivot in business strategy since inception.


My goal was to determine the company character, where it was positioned, and design visual solutions that portray the brand accurately.



Through surveys, research, collaboration with leadership, we established the brand characteristics that most define the company. And after many drafts and mockups, we determined a visual framework that would be effective across channels.

The results

A comprehensive brand design framework that can be applied to the digital service experience, printed material and packaging, advertising, and can be a guide for future needs.

Here are some examples of collateral a potential client/coffee shop receives from a sales person at cups. The box may have samples from the supplies offered on the dashboard along with a personalized company card, business card to get in touch, and a couple swag items like a tote or magnet to show the company personality.

Sample of the visual design applied to the dashboard, offering supplies and services from one site. This dashboard was created after the branding guidelines, so I got to see how the brand would look applied to a brand new platform.

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More Work

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