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FAO Schwarz was founded in 1862 as the "Toy Bazaar". Beyond offering unique, high-quality playthings, FAO Schwarz changed the way people shopped for and thought about toys. FAO Schwarz created a theatrical experience to showcase merchandise in a way that would bring it to life. I used this concept to build a new brand identity, giving FAO Schwarz the chance to connect with a new, yet familiar, audience and expand its capabilities beyond children's playthings.

The new brand, FAO, is grounded in the energy and spirit that is so ever present in youth. Nearly every one of us starts out playing naturally and needs little instruction, we find what we enjoy and do it. As we mature and strive to remain productive we find the moments of pure wonder and awe typically less frequent and far between. FAO IS HERE TO CHANGE THAT.

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In ancient teaching there were four elements or “essences”: air, earth, fire and water. There was believed to be a fifth element which permeated the other four and was necessary for them to work in harmony. This fifth “essence” named quintessential (Latin-Quinta essential), was superior to all other “essences”; stars and heavenly bodies were also composed of it. Quintessential has evolved to mean the most perfect example of quality or class.

At Dr. B’s QuintEssentials, our goal is through careful evaluations, state-of-the-art treatments, and exquisite professional care to help each person unlock their QuintEssential Beauty. Welcome to our practice.

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Seventeen miles off the coast of San Diego rest four rocky islands, Las Yslas Coronadas. Translated to mean “the crowned ones,” the City of Coronado derived its name from these nearby islands. Inspired by its cultural and historic roots, the crown logo for Coronado Beach Fit also symbolizes the achievement of mind over body. Empowerment. Victory. The power of YOU. Coronado Beach Fit believes fitness is for life—providing an enjoyable and welcoming atmosphere for their guests to meet their weight-loss goals, enjoy their vacation, and take their lives back.

The branding for Coronado Beach Fit mirrors its inviting nature with a fresh, clean aesthetic, and bright, candid photography. Working closely with their in-house team—we brainstormed ideas, developed moodboards and worked to translate their vision into a tangible style guide with a blueprint and pillars. CBF’s website is an extension of their brand, built in Sketch for mobile and desktop—it allows customers to earn confidence through their online service, excellent user experience, testimonials and online booking system.

Health. Sunshine. Fitness. Beauty. Life. Fresh. Clean. Thankful. Peaceful. Feminine. Strong. In the moment. Recharge. Reflect. Invigorate. Hands on. Beach hair. Sunglasses. Waves. Sand. Colorful. Local. Neighborhood. Vacation. Support. Energized. Wellness. Community. Confidence. Faith. Success. Nutritious. Real.

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Like the rest of you, I’m a bit of a coffee addict.

So when life led me to Peace Cafe, it was an easy “yes”. The concept of Peace Cafe grew from Trevor and Gwynn’s love for all-things-coffee, the community it inspires, and a mutual interest in conflict resolution. San Francisco, with its rich history — was the perfect place to build their brand. Wild at heart, completely unique, fun, curious, and civically engaged.

"Peace through Coffee, Coffee with Community"

With locations in both FiDi and the Tenderloin, Peace Cafe welcomed professionals and tourists alike. A meeting place for all. Open a book, sit back and rest a spell, study with friends, people watch, have a sip, and time travel.

*To-go coffee cup packaging is shown below — brand and logo development to follow shortly. This portfolio is a forever WIP. Thanks for your patience ✨