For this project, I worked closely with Retriever Essentials, UMBC’s on-campus resource which addresses food insecurity among students. During an initial meeting with the client, I gathered key insights that helped shape the direction of the project. Due to lack of visibility, Retriever Essentials saw very little student use and sought to make a name for themselves within the campus resources. They expressed a desire for a brand identity that was not only warm and welcoming but also visually approachable—one that would encourage students to feel comfortable seeking support and navigating their services. With these goals in mind, I developed a design strategy that emphasized inclusivity, warmth, and clear communication, creating a visual language that invites students into their helpful spaces.

Since the rebrand, Retriever Essentials has experienced a dramatic surge in student participation. The weekly Free Farmer's Market attracts large crowds, often with lines stretching out the door, while the Essential Space has become a must-visit spot for students to grab necessities, while walking through the Commons.