For this project I was tasked to ideate a fictional convention around a theme and design everything from a branding guide to collateral. The project served as an introduction to creating a cohesive brand that could exist across products and build an experience. As an avid coffee drinker, I chose to create a weekend-long event that was a space for Minnesota-based coffee companies and coffee drinkers to come together and celebrate their love of coffee. I chose to base the brand off of the natural landscape of Minnesota and the round shape of a coffee bean to create a modern yet natural brand that felt cozy and elevated- much like Minnesota being home to the North Shore and the Twin Cities. Below is collateral, app content, logo, and the branding guide I created to encompass this brand.