The Laundry Café
The Laundry Café is an Evanston-based laundromat that aims to make laundry day simpler, more productive, and more enjoyable. As a Strategy Analyst at Northwestern’s Form & Function Marketing Agency—a premier undergraduate marketing organization—I worked with a team on a quarter-long client engagement focused on strengthening the business’s brand identity and marketing presence. Below is a selection of the research, branding, and design work I created for the project.
Before & After.
Logo Design + Brand Guide
Our SWOT analysis revealed that The Laundry Café’s visual identity did not fully reflect the modern, welcomingexperience offered in-store. In response, I developed a logo concept and brand guide designed to better communicate the business’s unique blend of laundry services, café culture, and community-centered atmosphere. The resulting identity system emphasizes approachability, comfort, and convenience while creating a stronger and more memorable brand presence.
Market Research & Swot Analysis
Through market research, competitor analysis, and a SWOT analysis, our team identified The Laundry Café’s strongest differentiator: its ability to transform a routine chore into a more enjoyable and productive experience. While the business offered a unique combination of laundry services and café amenities, we found opportunities to strengthen its branding, digital presence, and visual storytelling to better communicate that value to potential customers.
Menu design mockups
Our visit to the client site quickly revealed that many of The Laundry Café’s visual materials were scattered, inconsistent, and difficult to read. While the café regularly featured seasonal menu items and specialty drinks, these offerings were not receiving much attention due to limited visibility and a lack of cohesive visual design. To address this, I developed a series of menu mockups for both print and digital displays that focused on improving readability, visual appeal, and overall brand consistency while helping featured products stand out more effectively.
PROMOTIONAL MATERIALS FOR STUDENT ENGAGEMENT
One of the client’s goals was to increase awareness and visibility within the Northwestern community. Given Evanston’s large student population and The Laundry Café’s close proximity to campus, our team identified Northwestern students as a key audience for growth. To support this effort, I designed a promotional poster that highlighted the café’s unique combination of laundry services, food and beverages, and community-centered atmosphere. The poster was distributed across the Northwestern community as part of a broader outreach strategy aimed at increasing student engagement and brand awareness.
Social Media Work
Throughout the quarter, our team filmed 10+ short form videos during group site visit.
Within first week of posting, we:
Gained 30 followers (+2900%)
Reached 1,113 new viewers (+582.8%)
Increased profile views by 1,316%