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ROLE
Brand Designer
SKILLS
Brand Strategy
AUDIENCE
Young Adults
TIMELINE
3 Weeks
TOOLS
Photoshop
Illustrator
BRIEF + OVERVIEW
The project focused on the development of a brand identity rooted in the strategic pairing of two specific typefaces. This self-guided brief allowed for complete autonomy in conceptualizing the brand’s industry and purpose, provided the visual system remained centered on the typographic interplay. The objective was to explore how contrasting or complementary letterforms can define a brand's personality and dictate its visual hierarchy. The resulting system demonstrates the power of typography to serve as the primary driver of brand narrative across various deliverables.
DELIVERABLES
Brand Identity | Brand Story | Mockups | Final Presentation
COLLABORATOR
SOLUTION
Visual identity often starts with a logo, but this project began with a conversation between two contrasting typefaces. By pairing a 20th-century industrial sans-serif with an elegant, historical blackletter, the system explores how typography can dictate the personality of a brand. The goal was to bridge two different centuries to build a narrative that feels both deeply rooted in the past and modernly functional.
Spechthaus is a family-owned German brew-pub in Camp Hill, PA, centered on the values of heritage and hospitality. The brand mark—a symmetrical woodpecker inspired by traditional German art—serves as a literal translation of the Specht family name, meaning "Woodpecker House." The visual system relies on the interplay between the mechanical precision of Neue Haus and the ornate elegance of Dead Columbus, creating a space that feels welcoming to all generations. It is a brand built on legacy, turning historical craft into a contemporary community hub.
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