Photoshop | Illustrator

This project was created for my Brand Identity class at George Mason University, where I was tasked with developing a logo and visual identity for GreenTables. GreenTables is a cooperative of organic farmers, food suppliers, and sustainable businesses committed to environmental stewardship. They were seeking to expand into consumer-facing restaurant ventures.
As the designer, I created the logo, brand guide, mascot, and a series of mockups that demonstrate how the brand would communicate its values of sustainability, transparency, and community. I conducted research on mascot driven branding and explored how character design can strengthen audience trust and emotional connection. Throughout the process, I went through multiple rounds of revisions to refine the logo and ensure it effectively represented the mission.
This was also my first experience producing a large variety of mockups. Which I created in Photoshop to show how the brand could live across packaging, signage, and other ephemera. The final result is a fully developed brand identity that communicates reliability and environmental care and the project helped me grow my skills in mascot design, mockup creation, and iterative brand development.I then developed the full illustration in Illustrator and worked with the owner to establish a color palette. Although the client was insistent on using a pastel yellow for the typography, I explained the readability issues it would create on a white background and their webpage. Ultimately, we compromised on a deeper gold, and I included a secondary burnt‑orange text option in the brand guide. In addition to the logo system and brand guide, I also created the company’s YouTube, LinkedIn, and Instagram banners.
The final result was a cohesive visual identity that the company continues to use, even as they work with new designers. This project strengthened my ability to advocate for design decisions while also respecting client preferences.