Challenge: How to stand out in an already saturated, craft beer market.

Solution: I wanted to the brand to have darker imagery, but with brighter colors, as well as stand out in beers coolers and on the shelves.

Challenge: Create a clear and defined brand for a non-profit without a prior or clear identification.

Solution: I created a logo based on the silhouette of a chihuahua that could be identified at a quick glance. It is simple enough that could be adapted at most sizes on various media.

Challenge: Re-brand Folgers to promote them to a younger generation of coffee drinkers. Break free of the stigma that Folgers is only for grandparents as well as re-imagine Folgers as a standalone coffee shop.

Solution: Craft coffee is a growing segment of the market and drinkers value quality coffee as well as a brand they can stand behind. By modernizing the logo as well as having branding that appeals to a younger demographic will attract the next generation of coffee drinkers.

Challenge: Present annual reports and data in a compelling way.

Solution: By using bright colors and adding imagery of those who have been helped by New Hope for Kids, I was able to present the information and data in a positive light.