Rebrand Rollout

For the first public appearance of Actual Coffee's new logo, I directed the shoot introducing it — built around new merch and real employees, not models or a studio backdrop. The goal was approachable, not polished: people actually wearing the gear and doing their actual jobs, so the rebrand felt like it belonged to the shop instead of arriving from a boardroom.

Reached 4,300+ accounts and drove 560 engagements across the campaign, with the merch reveal post alone pulling 141 likes and 25 comments — the strongest single-post performance of the rollout.