Project Overview
ART 458: Graphic Design for Branding & Identity | Madison, WI Junior Student September 2025 – December 2025
Develop a strategic, visually engaging brand campaign for a small, local company that expands the storytelling of the brand without alienating their current customers.
The execution of this campaign should be rooted in their preexisting mission, vision, and values. It should be an extension of their brand in terms of visuals, tone, and messaging. We're not rebranding this company. Instead we're taking the best of what already exists and using it in a new way.
Adapt the brand campaign for a variety of physical and digital touchpoints while maintaining visual consistency.
Personal Notes
For this Project, I decided to do a seasonal brand campaign for Pink Flamingo Brunch Cafe, which is a local brunch cafe at Uw-Madison's State Street. Since it was a the fall season during the time this project was being developed, so I decided to make the seasonal campaign revolve around the fall season.
Pink Flamingo Brunch Cafe was also a newly established business in the area, so it gave me a lot of room to be creative with the branding and marketing. There were already posts on their social media and a website open to the public, but I still had to design a lot new assets for theoretical layouts for advertisements.
Brand Persona
For this project, we had to create a fictional persona to act as our audience for our brand campaign. Since the business is close to the University of Wisconsin Madison, I centered the persona to be a college student.
This was my first time creating a persona for a graphic design project, and I found the process to be very insightful into learning about why people gravitate towards certain products/business more than others. It also helped to focus the branding to be more focused on a specific audience, which in this case was appealing to young adults and above.
Personal Mockups
For this Project we had to take the already existing packaging and products from our respective companies and apply the theme of our brand campaign. I did a variety of mockups for this theoretical brand campaign as I wanted to tackle as many methods of adverticements possible.
As mentioned before, I chose to do a Fall-season brand campaign, so I decided to take the already established pink color that the cafe uses and implemented hues of Orange and Brown to evoke a cozy fall aesthetic.
I also had a lot of fun creating unique tag lines for each of the brands to give it a little personality compared to more standard adverticements.
