Seeds Marketplace

Client

University of Southern California (in-house)

Role

Creative Lead/Art Director

Credits

Creative Direction: Jesse Wu

Design: Alex Thrasher + Rae Gaddi

Copywriting: Sarah Fuhrmeister

Marketing: Scott Archambault

Seeds Marketplace, affectionately known as Seeds, stands as a central dining destination on the University of Southern California’s campus, catering to the appetites of students, faculty, and campus visitors alike. Following an extensive update to its menu and the introduction of a variety of fresh culinary options, USC sought to breathe new life into Seeds’ ambiance and branding. To accomplish this, our team was tasked to create a cohesive branding system to represent the four distinct food stations, akin to a mini food hall experience. Leveraging names featuring ampersands for each station, the typographic mark emerged as a unifying symbol across the brand. Additionally, a unique color scheme was assigned to each station, ensuring differentiation while maintaining an overall cohesive system.

In my role as Creative Lead, I worked with a small team of designers throughout the project’s lifecycle. Our work spanned from initial research, naming and brand development to photographic art direction and the design of signage, murals, packaging and uniforms.