Salt Lake Roasting Company brand image work
As a versatile team member at Salt Lake Roasting Company, I began my journey in August 2022 as a dedicated barista, crafting exceptional coffee experiences for our valued customers. However, my role quickly evolved, showcasing my passion for creativity and marketing.
Since August 2023, I have transitioned into a pivotal role as the Creative Marketing Specialist, spearheading brand imaging and promotional initiatives for the company. In this capacity, I have successfully taken on the responsibility of managing all aspects of our social media platforms, curating engaging content that resonates with our audience.
One of my key contributions involves orchestrating weekly photoshoots to capture the essence of our products and ambiance, creating visually compelling narratives that elevate the brand. Additionally, I have lent my creative flair to designing merchandise that aligns seamlessly with the company's identity, further enhancing our market presence.
My role extends beyond routine tasks, as I actively engage in conceptualizing and executing diverse creative projects aimed at promoting the brand. From innovative promotional campaigns to strategic marketing initiatives, I have played a pivotal role in driving the company's creative vision forward.
This journey at Salt Lake Roasting Company has not only allowed me to perfect the art of brewing exquisite coffee but has also provided a platform to integrate my creative skills into shaping the brand's identity. It's an exciting chapter where I've been able to blend my love for coffee with my passion for creative marketing, contributing to the growth and success of the Salt Lake Roasting Company.
On this page, you will see my entire process from brainstorming to completion, formatted as my senior capstone project.
Introduction
Background
As an employee at the coffee shop, I recognize the opportunity to contribute to the company's growth and brand development. This project focuses on strengthening the coffee shop's brand identity, expanding its social media presence, and implementing creative marketing initiatives.
Team
This project is primarily an individual endeavor. However, I will collaborate with the coffee shop's management and staff for input and feedback throughout the project.
Contributions
My specific contributions to the project include:
Managing and curating the coffee shop's social media platforms. (Instagram, TikTok, FaceBook)
Organizing and conducting weekly themed photoshoots.
Creating logo designs and incorporating them in seasonal merchandise.
Create 4 Postcard designs.
Developing and implementing other various marketing strategies.
Timeline
The project is expected to start immediately, October 6th, and span until the end of the semester, December 15th, from project initiation to the final implementation of the marketing initiatives. Although within this time frame, I have set weekly goals such as; a themed photoshoot every Wednesday and an Instagram post each Sunday.
Task/Problem
Problem Statement
The Salt Lake Roasting Company faces the challenge of enhancing its brand image, reaching a wider audience, and creating engaging marketing campaigns to drive customer engagement and loyalty.
Concept/Solution
The proposed solution involves a multi-faceted approach, including:
Brand Identity Enhancement: Create a distinctive brand identity, including a new logo and visual guidelines.
Social Media Management: Develop a robust social media presence with regular content updates and customer engagement.
Merchandise Development: Design and produce a line of merchandise featuring the coffee shop's brand.
Themed Photoshoots: Organize and execute weekly themed photoshoots to showcase products and the coffee shop's unique ambiance.
Marketing Strategy: Implement a strategic marketing plan, encompassing promotions, events, and collaborations with local businesses.
Process
Brainstorming
Brainstorming will involve creative sessions, sketching ideas, and generating concepts through discussions with the coffee shop's team.
Research
Research will encompass competitor analysis, industry trends, and data gathering to inform our marketing strategies.
Target Audience
The target audience is our new customers. Creating an experience that people will want to become loyal to is the key to success. To bring in new customers I believe that having a strong and unique online presence is necessary.
Concept Evolution
Various concepts will be explored before finalizing the marketing strategies. Decisions will be based on their alignment with the coffee shop's goals and the likelihood of resonating with the target audience.
Visual Design
Visual design will involve sketching, wireframing, and preliminary designs, ensuring a cohesive and appealing visual identity.
Development
The final product will be implemented through the creation of merchandise, the launch of marketing campaigns, and the regular posting of social media content.
Products
Social Media Takeover
Taking over our social media accounts was ultimately my biggest challenge. I set the goal to have a photo shoot every Wednesday with a different theme each week. After having a full shoot, I would curate 3-6 images and post them with a caption on our Instagram that would captivate our followers. After this, I would take videos to post on our Tik Tok, and finally, make a post on Facebook. I tracked my progress on Instagram by watching the analytics of this account. Seeing the numbers go up was a way to immediately see my work and progress. Ultimately, I grew the account by 2.6%, gaining 152 followers. The number of accounts I engaged went up by 300%, engaging an average of 484 non-followers consistently. And finally, I posted a total of 22 times, for an average of 2.75 times per week. I am very satisfied with how this turned out, as it was creatively challenging for me, yet it paid off well. Here is a link to the instagram to take a peak, along with a glimpse of the photoshoots I completed.
Logo Design & Merchandise
Designing our merchandise for the upcoming holiday season was one of my favorite parts of this whole project. From logo design, choosing the blank brands, picking colors and sizes, meeting with screen printers, to photographing the merchandise, I really had a hand in the entire process. This was a really fun challenge for me and I learned a lot along the way. Here are photos of the merchandise and a link to see them on our website:
Postcard Designs
Creating a series of postcards that fit into our brand image was a really exciting task for me. For these designs I knew that there were a few things that were important to incorporate; differentiating yet cohesive style, our building color (light blue), John’s sense of adventure, and our shop dog, Aspen. While these have not been printed yet, I plan on getting them printed by next week so that they are ready to be sent for the holiday season. I am ultimately really happy with how these turned out and I think that there is a design that will speak to each of our customers.
Conclusion
Result
This project is ultimately the most work I have ever put into a goal I have had. I am proud to say that I kept up with my goals every single week, fulfilled my creative ideas, and kept my boss happy. This project taught me the importance of creating short-term goals, creating wireframes and outlines, communication with a client, and the importance of going after your creative ideas. I am very excited to have this experience in my creative portfolio, and continue with this brand image work outside of this project.
