I created the entire brand identity from the ground up — original illustration, logo, typography system, color palette, and application across print and digital platforms. This project won the AIGA Award for Best Promotional Design.

 

THE KEY DECISION: Leading with illustration rather than typography as the brand's primary language. Most new brands anchor their identity in a wordmark — I built Caulfield Parcel's identity around original hand-drawn illustration first, which gave it an immediately distinctive character that no typeface could replicate.