Summary

My name is Tom Patterson and I am attending Maryville University and I am in the Digital Media program. I will graduate with my BFA in the fall semester of 2024. For the last 6 weeks I have been working on my Capstone Project. My 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, brand voice, brand tone, brand mission, brand story, color, typography, signage, web, posts, ads, and digital assets. The sandwich shop is called Hot Dang! 9th Avenue Grocery. Some of the assets I have designed and produced for the project are below.

Feedback

I have had some really helpful feedback from my professor and other designers on this project. A lot of the feedback has been to be a little more bold and experimental with the design work and layout. I have tried to take that feedback and applied updates in my proceeding iterations. One example is using larger imagery/illustrations and bleeding them off the design canvas. I did this with the sandwich packaging and I think it worked well. I want to start incorporating that into the web layout as well.

Feelings

I am feeling fairly confident in the design choices and where the project is going as a whole. I am excited to showcase this project as part of my professional portfolio.

Goals

My goals now are to really tighten up the web portion of the project. I need to rework the layout a bit for mobile design to ensure it has the best possible UX. Below is the current state of the comps I have put together for the web but I will be making some updates soon.