ADDM 400 – Process Documentation: Final

My name is Tom Patterson, I am a senior at Maryville University in the Digital Media program and this project is for my ADDM 410 Capstone II class.

My Capstone Project is the complete rebranding of a small “mom and pop” New York style bodega grocery and deli. The project will cover all aspects of a brand identity exercise that will deliver a logo mark, color, typography, signage, web, posts, ads, and digital assets. I have named my grocery store Hot Dang! 9th Avenue Grocery.

The Hot Dang! brand is friendly, local, and high quality sandwiches and products. I wanted to bring an inviting brand style with a high energy icon accompanied with warm to hot bright colors. The feedback I received was extremely positive but that I should lean more into the big, bold, expressive verbiage with flood colors that bleed off the margins. Most of the updates I made were to increase size of everything and to add more large imagery.

This Capstone project has been a great learning experience. The process of working through the many aspects of an identity rebrand was challenging but helpful in developing my design workflows. I really enjoyed being my own client while getting constructive feedback from co-workers, students, colleagues, and my professor. I hope to be able to apply what I have learned here into my career as a designer.

Overall, I think the project turned out fairly well. I am going to use aspects of this capstone project in a new project I am starting soon. I feel good about the assets I created and will be able to apply the same workflows I used here for future projects.