In 1952, the Specialty Food Association was founded to connect new businesses in the grocery industry. Since then, they have become one of the most innovative tastemaking organizations in the culinary world. I helped develop a brand that honors their legacy and drums up excitement for the future.

Designers at Madwell created the logo and identity for SFA, and I developed a comprehensive book of brand guidelines, created various identity mockups, and storyboarded the brand rollout video.