FRESH + SIMPLIFIED CONCEPT

In 2024, Weights + Measures welcomed in new ownership that recognized the need to freshen up the existing look. Serving as an intern bartender at the time, I worked directly with ownership to redefine the concept and create a new identity.

Starting with logos & branding, I aimed to simplify and focus on a few staple icons / artifacts - mainly the weight balance scale, the W+M logo, and subtle illustrations in the background

ADAPTABLE + SCALABLE MENUS

Ownership required the ability to adjust and create bespoke menus for special events, occasions, & holidays so building a system that could be edited and duplicated quickly was the primary need

After establishing the foundations of logos & iconography, a new menu was conceptualized to serve as an adaptable framework that could scale up or down for various event needs, future branding and presentation content.

SPECIALTY ITEM BRANDING

To continue expanding the restaurants offerings, a popular appetizer dish was selected as an item to be catered to local coffee shops, clubs, and bars.

Using the existing “Texqueno” branding, I created a similar artifact collection for the newly catered “Cheeseballs”, focusing on the “C” + “B” to establish brand recognition and utilizing the cross-section of the cheeseball itself as a secondary logo to be used for stickers.

DEFINE IDENTITY FOR NEW COMPANY

Chatham Pines founders were launching a brand new financial solutions firm focused on providing investment support for small and medium sized businesses.

The founders desired a logo and wordmark representing a strong foundation of trustworthiness and connectivity but also something that separated themselves from the usual buttoned up financial institution.

Desiring boldness and realistic iconography of a pine forest to provide a literal connection to the name, I worked directly with one of the founders to create a set of artifacts they used to launch the firm in 2025.

Close personal friends were on the fence about wanting a set of visuals for their upcoming wedding. I asked - if they were to create one, what kinds of images or themes would be featured?

BANANA LEAVES + A TRADITIONAL POT

With only those 2 directives to guide my exploration, I created a set of logos they used in a variety of ways - as well as a more fun logo to utilize on bachelor + bachelorette activities.