Our task was to examine the café’s existing brand, develop customer personas, refine its visual and verbal identity, and propose strategic additions that position the café as a welcoming “third space” for artists, students, and Richmond locals.
This was a collaborative group project completed with Sophie Routh, Rian Escueta, and Carter Hinds. We worked as a collective contributing our strengths in research, branding, design, and strategy. Our dynamic reflected the ICA’s own values: open communication, creativity, and thoughtful iteration.
I personally contributed much to product research and menu development. As well as writing and the refinement of visual identity and brand design. We were personally thanked by Mai Warshafsky (Head of Cafe and Retail Operations) for ensuring that the final product was not trying to change or fix the ICA into something new, but leaning into their image to reinforce who they already are.
