Uptown Roasters

Client: Uptown Roasters, Harlem, NY
Deliverables: Identity, copywriting, interior and environmental design 
Objective: To create a welcoming brand and environment for an atypical café in East Harlem. 
Goals: To launch the new company into an established area; to make locals feel at home; to provide materials in Spanish and English; to appeal to the passer-by, the coffee snob, and the commuter alike; to make purposeful use of a small, narrow space.   
Solutions: Created a successful, adaptable, strong identity system and language, both visual and written. Designed a layout that the owners could build themselves, within a limited budget. Brought inspiration from the local scene and Latin American and South American design into the brand. The result is atypical, bold, and playful.  
Roles: Creative director, designer, strategic consultant, copywriter.