Palette.
CONTEXT: USC Campus Hospitality Concept
FOCUS: Brand-to-Space Cohesion · User Flow · Creative Community · Worldbuilding
Directional Decisions
The visual identity uses a playful, art-inspired color palette against a warm, blank-canvas environment, allowing the branding to extend naturally from the logo into the architecture and customer touchpoints. The space was divided into enclosed, greenhouse, and open-air environments to support both quick coffee visits and longer periods of creative work.
Palette is a coffee kiosk and creative study space designed around the idea of “cleansing your palette.” Created for students and faculty from Roski, Architecture, and IYA, it transforms an underused section of the Watt Hall courtyard into a place to recharge, work, collaborate, and connect.
CONCEPT
Process
I researched successful and unsuccessful coffee shops to evaluate branding, circulation, customer interaction, and common bottlenecks. These findings informed the identity system, spatial layout, experience flow, architectural concept, branded applications, and proposed budget.
Outcome
The final proposal presents a cohesive café world carried across visual identity, architecture, menus, packaging, merchandise, and the complete customer experience.
