There's a feeling in the back of my conscience that rises every autumn. It's the feeling you get driving down the road with the windows down, on an adventure with no concrete place to go. 

RedRock was inspired by that feeling, an energy drink made to give you the power to explore the world, big or small, but one that always makes memories.

Client: RedRock | Collegiate Branding Project

Year: 2025

Role: Entire brand, from concept to design

Skills: Art Direction, Branding, Typography, Photoshop, Illustrator, InDesign, Copywriting, Product Design, Mockups, Brand Development

Approach: This was a semester-long project, beginning with logo creation through branding styles, colors, advertisements, sell sheets, in-store displays, can design, and packaging design, culminating in a graphic standards manual and a complete brand concept.

Pulling from my inspiration of 90's citypop combined with a sense of summer night adventures, RedRock was born. The logo, inspired by nostalgic shoe culture and vaporwave aesthetics, sets the tone for a flexible and illustrative identity that I believe resonates with the diverse lives people lead, creating a flavor and space for everyone.

The brand colors came from the sunset, and the deep blues and greens from film.

Challenges: The biggest challenge I faced was in the evolution of the project. As I continued, things worked, and things didn't work. Fonts, spacing, logos, and entire designs became outdated as I understood more of what I was looking for. For all of the repeats and re-doing, critiques and suggestions, the final product is so much stronger and is so much closer to the indescribable feeling I have been trying to design for so long.