PERSIMMON COFFEE (2020–PRESENT)
Brand Identity, Creative Direction, Photography, Videography

Collaborators Sawyer Beckley, Leeward Studio, Domenic Frunzi, All Play

Persimmon is an independent coffee shop and roaster that I co-founded in 2020. I lead all things creative and design for the brick-and-mortar space, digital platforms, packaging, and merchandise.

⚠️ WIP ⚠️ EDEN (2024)
Brand Strategy, Brand Identity

Course Branding Futures @ ACCD
Instructors James Chu
Collaborators Sarah Funderburg, Rhys Benham

All third party images, text, and logos are property of the respective rightsholders and used here as part of a student presentation for demonstration purposes only.

⚠️ WIP ⚠️ PHILADELPHIA (2024)
Rebrand Strategy, Rebrand Identity

Course Branding Studio 2 @ ACCD
Instructors Liisa Puolakka, Rodrigo Castañeda, Charles Lin

All third party images, text, and logos are property of the respective rightsholders and used here as part of a student presentation for demonstration purposes only.

KOREAN AIR (2024) Rebrand Strategy, Rebrand Identity

Course Capstone @ ACCD
Instructors Lauren Cantor, Susan Gornell, Gerardo Herrera, Charles Lin, Petrula Vrontrikis

In 2020, South Korea proposed a merger of their two largest airlines, Korean Air and Asiana Airlines—resulting in the former absorbing the latter to create one dominant flag-carrier. For my final Master’s capstone project, I refreshed their hypothetical post-merger brand strategy and design system. Building upon the exploding popularity of Korean culture, I focused on research-driven, culturally relevant design and the importance of attracting a younger global audience—the current economy flyers, but the future premium frequent flyers.

All third party images, text, and logos are property of the respective rightsholders and used here as part of a student presentation for demonstration purposes only.

⚠️ WIP ⚠️ NOTWOWAYS (2024)
Rebrand Strategy, Rebrand Identity

Course Brand, Culture, and Anthropology @ ACCD
Instructors Susan Gornell

All third party images, text, and logos are property of the respective rightsholders and used here as part of a student presentation for demonstration purposes only.

JEMI (2024)
Brand Identity, Illustration