In my senior year at DePaul, I took a class called Branding and Visual Identity Systems. We practiced the methodologies and strategies used for logo development, branding, and visual identity. We worked on extended projects, exploring identity systems with various forms such as logos, stationary, packaging, signage, print, and web design.

For our final project, we were tasked with rebranding an existing company. I chose Love Street, a cozy, local bar in Lincoln Park. For this project, I conducted research to develop a brand positioning. I identified Love Street’s primary and secondary users and what makes Love Street unique. With this information, I developed a core visual identity, including identifying the color, typography, imagery, and messaging to portray Love Street best. I also designed an identity system, including a logo, stationary, and merchandise.