Overview / Executive Summary
Reverie was the brand identity developed by my MOJO Ad capstone team to represent our collective vision of success for the YAYA (youth and young adult) generation. As Art Director, I led the creative direction for Reverie, which served as the aesthetic foundation for our work throughout the semester. The brand drew on YAYA values of imagination, self-defined fulfillment, and embracing all the emotions that come with it.
The Challenge
Young adults no longer measure success through traditional milestones like home ownership or linear career paths. The challenge was figuring out how to capture what YAYAs aspire to and turn that into a visual identity that felt real and could guide our team’s work all year long.
The Solution / Process
Reverie was developed as our interpretation of the modern YAYA American Dream. The name comes from the idea of a romantic, euphoric dream state that exists between where we are and where we hope to be. This concept became the emotional anchor for the brand. From there, I developed a brand identity inspired by 1970s design. By mixing retro design principles with bold, contemporary color and type, we created a brand that felt both nostalgic and forward-looking.
Final Design & Visuals
Included in the project deliverables:
• Primary and secondary logos
• A custom color palette and typography system
• Three social media posts introducing the team using our branding
• Branded team assets, including a T-shirt design, used across all MOJO Ad materials and presentations
Results & Impact
• The Reverie brand provided a clear creative and cultural foundation for the team’s work throughout the year
• The visual identity reflected strategy under an emotionally resonant theme
• The team established a distinctive presence that carried through to the State of the YAYA campaign
• Our work was featured on a St. Louis news station
Role / Tools
Role: Art Director, Brand Designer
Responsibilities: Brand strategy, visual identity design, logo systems, color and typography selection, creative direction
