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Case Study: New England Coffee Festival

The Story of Wayfarer Coffee Roasters

Wayfarer opened its doors back in 2015 in the heart of Laconia, New Hampshire. Beating the odds of a town known to be tough for new businesses the cafe has only grown in size and scope! In 2020 amid a global pandemic, they opened a second location, and a year after that they expanded their flagship location to include a marketplace. Karen had another dream, however, to bring a serious coffee festival that attracted both coffee industry professionals and casual coffee enthusiasts into town!

Project Overview

The New England Coffee Festival required a complete brand identity and event experience design for its inaugural launch. As a multidisciplinary designer, I created a cohesive visual system, incorporating vibrant branding, effective marketing materials, and seamless UX/UI for the online presence of this up-and-coming festival.

The Challenge

The Mountain of Work Ahead

Understanding that a successful festival requires meticulous planning on the backend and impactful visuals for attendees, Karen and the Wayfarer team entrusted me with the task of crafting the visual identity for the newly launched New England Coffee Festival (NECF). This was a complex project, requiring a deep knowledge of design principles, creative software, and strong project management. Without that expertise, building such a cohesive and engaging brand experience would have been a major challenge.

How I Responded 

Eager for a new challenge, I got started right away with only an illustration and a basic type logo to start with. The direction that Wayfarer had in mind was to give the festival an air of elegance, without feeling too unapproachable for the average coffee consumer. A tall order, but I was ready to deliver.

Brand Design

& Strategy

Starting with a thorough understanding of the festival’s audience—coffee enthusiasts and industry professionals—I developed a bold and modern brand identity that combined warmth and energy. This included the festival’s logo, color palette, typography, and visual elements. The goal was to create a welcoming atmosphere that felt inviting yet professional, appealing to a broad demographic.

Challenges
One of the key challenges was ensuring the brand could scale across various mediums—digital, print, and environmental design—without losing its essence. I designed everything from banners, brochures, and merchandise to website elements, ensuring the brand experience was consistent and engaging across all touchpoints.

  • NECF Logo

  • Merch Mockup

  • Sponsor Brochure Page

  • Branded Festival Map

Marketing

Strategy

I helped carve out the marketing strategy and timeline, designing digital assets for social media campaigns, email newsletters, and digital advertisements. Each piece was crafted to align with the festival’s brand while driving engagement and boosting ticket sales. I also worked closely with sponsors to integrate their branding seamlessly into event materials.

  • NECF Music Facebook Graphic

  • NECF Instagram Post

  • NECF Instagram Story

  • NECF Music Timeline

  • NECF Speaker Facebook Graphic

  • NECF Speaker Instagram Post

  • NECF Speaker Instagram Story

  • NECF Sponsor Instagram Story

  • NECF Partner Instagram Story

  • NECF Food Instagram Story

Graphic

Design

Beyond digital marketing, I designed print collateral, including posters, event maps, a festival magazine and attendee badges. The challenge here was ensuring legibility and aesthetic appeal in diverse formats and sizes. I focused on creating designs that balanced functionality and beauty, ensuring a cohesive look throughout the festival.

  • Latte Art Throwdown Poster

  • Latte Art Throwdown Graphic

  • Latte Art Throwdown Instagram Post

  • Latte Art Throwdown Instagram Sticker

The Outcome

In the New England Coffee Festival’s first year, we surpassed our targeted attendance of 3,000 by over 2,000, and the branding and design were praised for their clarity, professionalism, and energy. My work helped position the festival as a must-attend event in the regional coffee scene.

Key Takeaways
This project allowed me to apply my skills across a wide range of design disciplines. From building a brand identity to executing a digital marketing campaign, I demonstrated my ability to deliver high-quality design solutions that meet business goals.