CafeSmart is a national campaign run by StreetSmart Australia, mobilising cafés, customers, and roasters to take collective action against homelessness. The campaign needed a bold, cohesive brand that would stand out in hospitality environments while also being flexible and easy to roll out across digital and print platforms.
I was brought on to design and develop the CafeSmart Style Guide, creating a clear and functional brand system that could be applied by internal teams, partners, and external designers.
Created a vibrant, coffee-inspired palette centred around the adjusted signature CafeSmart Yellow (#FFE100) from a highlighter yellow, supported by Flat White and Long Black for clarity and contrast. The yellow acts as a recognisable accent across campaign materials.
Hex
#FFE100
Pantone
Medium Yellow C
CMYK
C2 M7 Y99 K0
RGB
R225 G225 B0
Hex
#FFFFFF
Pantone
N/A
CMYK
C0 M0 Y0 K0
RGB
R255 G255 B255
Hex
#070D0E
Pantone
Black 6 C
CMYK
C50 M7 Y0 K95
RGB
R7 G13 B14
Chose Montserrat as the core typeface for its clarity, modern appeal, and versatility across mediums. Paired with Vintage King as a decorative typeface for creative and promotional use to reflect the personality of the café sector.
CafeSmart is one of my favourite projects that I continue to work on today. I have made over 1000 social media posts, ran dozens of digital ads, created videos, printed booklets, stickers, flyers, posters…you name it. Working with organisations like Vitasoy to make bespoke packaging, LaMarzocco on numerous collaborations and The Coffee Club with brand partnerships.
