Uppercase Roastery is an independent San Francisco-based coffee brand with varieties named after three different San Francisco neighborhoods. The brand focuses on the Mission, Sunset, and North Beach neighborhoods, connecting them with their unique flavor profile. The designer uses typography and letters to create a pattern unique to each roast and neighborhood. These patterns are applied to coffee bags and other merchandise. The name “Uppercase” comes from the idea of creating pattern from type. Uppercase is different from the vast array of coffee shops and brands in San Francisco because of its unique naming of the roasts, its direct connection to the city and its innovative and bold brand.
The designer created this brand because of her passion for two things: coffee & San Francisco neighborhoods. She is astounded at how this city is one, but at the same time is made up of multiple neighborhoods, each unique and interesting in their own way. San Francisco is a very multidimensional city. The Uppercase brand encompasses the different neighborhoods’ distinctive characteristics while also connecting it to the city and culture of San Francisco.
Designer's Senior Thesis Project
The Sunset: Light Roast
An acidic light roast with subtle hints of toasted grain and earthy notes.
This light roast coffee helps to keep it real, just like the mellow, relaxed vibe in the Sunset. On the streets of the Sunset, the feeling of a small town with a funky edge prevails. This neighborhood has an intriguing ethnic mix, and is full of low key shops and restaurants with a slower, more casual vibe and an earthy aesthetic. The visual of sand dunes and setting suns reflects this laid back lifestyle and retro-friendly culture.
The Mission: Medium Roast
A full bodied, balanced medium roast with chocolaty notes.
The Mission neighborhood is all about a rich history in Latin roots connecting with a new boom of population and different cultures. The look of an old sign in the Mission reflects the history of the neighborhood, while still being relevant to a newer audience. The flavour of the neighborhood changes from block to block, yet there is a contiguous, culturally rich dynamic throughout. It is a mix of contrasts in the people, the architecture, and the culture and yet it retains a balance and a personality all its own.
North Beach: Dark Roast
A bold dark roast with hints of bitterness and smoky notes.
The style of this dark, Italian roast is reflective of the boho vibe of the beat generation that once dominated the bookstores and cafes of North Beach. This little gem of a neighborhood also retains a decidedly Italian heritage, with the deeply rooted influence of the true coffee culture, where throwing back a daily espresso with old friends is a way of life. Now dominated by lively nightclubs, bars, and a variety of restaurants, the old and new blend seamlessly in this rich and diverse neighborhood - and this mix is reflected in the blending of serif and sans serif fonts in the logo.
Final Gallery Show
This was designed in USFs Information Visualization class. We collected personal data for two months and had to communicate it in a visual way.
This is USF: The Claire Cycle
This original book was designed in the USF publication design class. This book was a documentation of a walking journey from Coit Tower to the Palace of Fine Arts. The photographs, layout, and assembly are all original. This project involved many layout and design critiques. Using photography skills, layout design knowledge, and crafty hand.
Four Barrel Redesign
This was a redesign done at the Rhode Island School of Design. This project involved many layout and design critiques within a two week period of the class. We had to pick a brand that we thought did not have a strong and consistent branding system.
Book Cover Redesign
These covers were designed at the Rhode Island School of Design in a type + image class. The assignment was to redesign three covers of your favorite books, using a different medium for each book cover. Moby Dick was using the printing press, Alice in Wonderland was using illustration, and Gone Girl was using photography.
Work from USF
These were designed for The University of San Francisco.
The first design is a baby shower invitation designed for Caitlin Flemming. The next one is an evite designed for blogger Erin Hiemstra.
These two compositions were made in USFs typography class. The assignment was to create a composition using a poem or quote that related to language. The quote from Henry David Thoreau was chosen. This project involved many layout and design critiques and a presentation of each composition.
Time Magazine Redesign
This is a redesign of a Time Magazine spread about Cuba resuming a new relationship with the United States. The original article was two spreads, with little attention to typography and images used. The design aimed to feel fresh and minimal. The redesign of this article includes attention to typographic elements, layout design, and image selecting.
This logotype was designed at the Rhode Island School of Design. The assignment was to create a postcard-like logotype of a typeface. Univers was created by Adrian Frutiger in 1957. This typeface has multiple weights, and a strong swiss influence. This piece demonstrates typography knowledge, ability to research, and attention to layout design.
These three posters were created in USFs typography class. The posters were created using three different fonts from varying times in history. Each poster was created with that time period and design style in mind. Information on the poster includes the name of typeface, period classification of typeface, date the typeface was created, the designer or founder, the place of origin, a complete specimen, and a paragraph describing the history of the typeface in more detail. The posters were created with the fonts Avenir, Bodoni and Civilite. This project involved many layout and design critiques, a presentation of each poster, as well as print vendor coordination.
Patricia Giffen Design Branding
This brand was designed at the Rhode Island School of Design in a type + image class. It started as a form and counterform exercise and expanded into a branding system. I designed a full branding system for Patricia Giffen Interior Design.