Ironically, my pre-pandemic thesis project was the creation of a fake government agency responsible for giving advice in case of global emergency. I was inspired by Gen Z’s ability to use humor to cope with uncertain and scary times, and I looked to atomic bomb preparation materials from the 1950s to channel another time that felt like the end of the world.

Using the visual language of survival manuals from the 50s and borrowing the tone of ridiculous optimism from educational materials in my research, I created a kit including three pamphlets and accompanying paraphernalia for the end of times.

This is the branding for my very own very weird hobby business: making teeny tiny tack for teeny tiny horses. After operating under much more grown-up branding for years, I was aiming to update my business’ image to be more playful, bright, and memorable to reflect this hobby’s fun place in my life.

This was an assignment on creating a brand for a specific age demographic; I was assigned Gen Z, and came up with this cheeky fake plants brand for young plant lovers who might not be so good at keeping the real ones alive.

It culminated in a brand style guide and multiple applications across assets the real brand would need.

In my research for this project, I found out that Guitar Center’s current customers are overwhelmingly male and over the age of 35, which struck me as strange because guitars are for everyone. This is my proposal for an identity system that might appeal more to a gender-neutral and younger audience. It only makes sense to me that Guitar Center should look as cool and exciting as its products are!