this book & collecting
fun stickers.
The project prompt was to create a mini campaign for Abby Moore Café based on research showing that VCU’s Gen Z students are seeking deeper community connection and craving “third spaces.” In response, this campaign was developed around the idea of gesture, where the museum offers the first coffee of the year as a small welcome for students at the start of the semester. Rather than treating free coffee as a simple giveaway, the campaign reframes it as a meaningful incentive for students navigating rising costs, limited resources, and a desire for spaces that prioritize accessibility and connection. Coffee functions as an entry point, while the café becomes a habit space that builds familiarity and ongoing relationships between VCU students and the museum. The design direction was strongly inspired by the romanticization of coffee culture and a return to analog connection.