Highland Coffehouse Branding Design,
Awarded Best Thesis at Umich STAMPS 24’

Awarded
University of Michigan STAMPS
BA Senior Studio Award for
‘Best B.A .Senior Thesis’ May 2024

TOOLS
Adobe Illustrator, Adobe Primere Pro, Adobe Indesign, Adobe Photoshop, Blender, Cinema 4D (used to model logo animation)

DURATION
6 Months

ABSTRACT

Highland Coffeehouse is a unique, literal one and only kind Coffeehouse thats open 5pm-2am every night, and it’s based in Ohio. This branding project embodies Highland’s immediate impression of a natural commitment to diversity and inclusivity, welcoming a wide range of customers and high amount of regulars, with a mood of a mellow relaxation. When you visit, you become part of a relaxed, laid-back environment and are served you with warmth and hospitality. This project, with insights of current owners, displays how Highland Coffeehouse is more than a coffee shop; it’s a haven where everyone is welcome to enjoy way into the wee hours of the morning- where you only whip out your wallet once you call it a night .

PROCESS

Within the development of this project, which started with making tshirts for the brand, I approached it as if I was a agency. I broke down the ways and directions the ethos of Highland, as it stands, could go from a visual standpoint with moodboards and copywriting to match it. From there I went with one that seemed to match my first impression as a customer. I went to talk to the owners. “I dont like it” they said. Perfect.

After speaking with them for two hours, jotting down notes, I went back and came up with what you see now, which is much more aligned with the laid-back, ohio feel of this place.Below is a snapshot video of that process.
Highland coffeehouse is a place that has a lot of character as well, and given the owner said they are not like a “Hard rock cafe” I sought to continue to find a way to reflect character within the brand after the brand book via illustration styles they can use in campaigns and in general.

BRAND BOOK DEVELOPMENT AFTER FEEDBACK

After getting this feedback, I stayed at the place for a while and decided to pull more directly from the building itself to best reflect the brand.

By 1. Digitizing a poster they had up since the 70s for their logotype.

2. Tying in the unique architecture of the building ( their arched windows) into the visual language and logo.

3Using their 20 year old succulents as patterning and as a direction for color choices in the brand.
Brown as a general nod to their menu of coffee and shakes, etc.
Modern flat design to bring it to a more contemporary direction.
.

FINAL BRAND BOOK AFTER FEEDBACK

ICON & ILLUSTRATION DEVELOPMENT

Developed Illustrative icons to more reflect Highland’s mellow,
laid back atmosphere full of characters.

Loose icon process:
Inspiration from their menu> linework> developed artstyle to the brand values.

Final illustrative icons. A style now apart of the visual language.
All illustrations shown were digitally drawn and colored by myself in Adobe Illustrator.

THE WORK

Proposed campaign poster.
This llustration was digitally drawn by me/myself in Adobe Illustrator.

This H animation was made by modeling the H in Blender and
then tracing it over in photoshop for a flat color look.

Display video - full showcase of the work.

UPDATE ON LOGO

This project’s outputs are currently being updated with a new logotype in mind and update the logo.

Why?

LONG STORY SHORT,

I had the awesome oppurtunity to speak with Michael Bierut
at the pentagram office.

After meeting with Bierut, I refined the Highland Coffeehouse logo to enhance clarity and functionality while preserving its character from his feedback.

One key takeaway from our conversation was the importance of designing for legibility at all scales, which led me to evolve the 'H' into a more balanced and versatile mark.

This redesign reinforced that great branding isn’t just about aesthetics,
it’s about function, storytelling, and clarity.

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