Institutional Meets Independent
Challenge
McMaster University required the development of a distinct brand identity for a new coffee shop located outside the main campus. The identity needed to feel connected to the university’s standards while standing independently as a refined, modern café brand capable of attracting students, staff, and the surrounding community. It also needed to translate seamlessly across exterior signage, interior menu systems, and environmental graphics.
Approach
I led the design direction, developing a clean typographic logo system that balances bold uppercase sans serif letterforms with a contrasting handwritten script to introduce warmth and personality. The visual identity was intentionally minimal and contemporary to suit an urban off campus setting, while remaining versatile across large scale signage, menu boards, and print collateral. Close coordination with McMaster stakeholders ensured the brand aligned with institutional expectations while establishing its own recognizable presence.
Outcome
The final identity successfully launched a cohesive, professional coffee shop brand that feels both elevated and approachable. The logo system scales effectively from storefront signage to interior menu applications, creating a consistent customer experience. The brand established a strong visual presence beyond the main campus and positioned the café as a credible extension of the university’s hospitality offerings.
