Spring Growth
Bringing a sense of growth, optimism, and seasonal energy into the café experience.
(Client)
Capital One
(Service)
Creative Direction, Concept Development, Environmental Design, Experiential Strategy
Spring showed up
early this year.
The idea started with a greenhouse. Not really for the plants. More for what it represents.
Controlled growth.
Creating the right conditions for things to flourish over time.
That felt like a really interesting way to think about spring inside a café environment, especially tied to themes of financial growth, optimism, and momentum.
The cafés transformed into greenhouse-inspired spaces filled with oversized florals, layered greenery, translucency, and playful interaction moments designed to bring the energy of spring fully into the experience before the season had even properly arrived outside.
I developed a custom illustrated floral system that became the visual thread throughout the campaign — woven across the greenhouse structure, digital interactions, window graphics, tabletop moments, and even the seed packet giveaways guests could take with them.
There was also a digital game built into the experience because honestly,
spring should feel active.
Not static.
The goal wasn’t just decorating the café for spring.
It was making the whole environment feel hopeful, playful, and alive again.
The feeling spread through the café.
Small environmental shifts can completely change the feeling of a space. The experience came from accumulation — illustration, greenery, interaction, texture, light, and movement all working together to create an atmosphere people could naturally settle into. Because a greenhouse doesn’t force growth. It simply creates the conditions for it.
Spring Growth
Bringing a sense of growth, optimism, and seasonal energy into the café experience.
(Client)
Capital One
(Service)
Creative Direction, Concept Development, Environmental Design, Experiential Strategy
Spring showed up
early this year.
The idea started with a greenhouse. Not really for the plants. More for what it represents.
Controlled growth.
Creating the right conditions for things to flourish over time.
That felt like a really interesting way to think about spring inside a café environment, especially tied to themes of financial growth, optimism, and momentum.
The cafés transformed into greenhouse-inspired spaces filled with oversized florals, layered greenery, translucency, and playful interaction moments designed to bring the energy of spring fully into the experience before the season had even properly arrived outside.
I developed a custom illustrated floral system that became the visual thread throughout the campaign — woven across the greenhouse structure, digital interactions, window graphics, tabletop moments, and even the seed packet giveaways guests could take with them.
There was also a digital game built into the experience because honestly,
spring should feel active.
Not static.
The goal wasn’t just decorating the café for spring.
It was making the whole environment feel hopeful, playful, and alive again.
The feeling spread through the café.
Small environmental shifts can completely change the feeling of a space. The experience came from accumulation — illustration, greenery, interaction, texture, light, and movement all working together to create an atmosphere people could naturally settle into. Because a greenhouse doesn’t force growth. It simply creates the conditions for it.
Spring Growth
Bringing a sense of growth, optimism, and seasonal energy into the café experience.
(Client)
Capital One
(Service)
Creative Direction, Concept Development, Environmental Design, Experiential Strategy
Spring showed up
early this year.
The idea started with a greenhouse. Not really for the plants. More for what it represents.
Controlled growth.
Creating the right conditions for things to flourish over time.
That felt like a really interesting way to think about spring inside a café environment, especially tied to themes of financial growth, optimism, and momentum.
The cafés transformed into greenhouse-inspired spaces filled with oversized florals, layered greenery, translucency, and playful interaction moments designed to bring the energy of spring fully into the experience before the season had even properly arrived outside.
I developed a custom illustrated floral system that became the visual thread throughout the campaign — woven across the greenhouse structure, digital interactions, window graphics, tabletop moments, and even the seed packet giveaways guests could take with them.
There was also a digital game built into the experience because honestly,
spring should feel active.
Not static.
The goal wasn’t just decorating the café for spring.
It was making the whole environment feel hopeful, playful, and alive again.
The feeling spread through the café.
Small environmental shifts can completely change the feeling of a space. The experience came from accumulation — illustration, greenery, interaction, texture, light, and movement all working together to create an atmosphere people could naturally settle into. Because a greenhouse doesn’t force growth. It simply creates the conditions for it.
Spring Growth
Bringing a sense of growth, optimism, and seasonal energy into the café experience.
(Client)
Capital One
(Service)
Creative Direction, Concept Development, Environmental Design, Experiential Strategy
Spring showed up
early this year.
The idea started with a greenhouse. Not really for the plants. More for what it represents.
Controlled growth.
Creating the right conditions for things to flourish over time.
That felt like a really interesting way to think about spring inside a café environment, especially tied to themes of financial growth, optimism, and momentum.
The cafés transformed into greenhouse-inspired spaces filled with oversized florals, layered greenery, translucency, and playful interaction moments designed to bring the energy of spring fully into the experience before the season had even properly arrived outside.
I developed a custom illustrated floral system that became the visual thread throughout the campaign — woven across the greenhouse structure, digital interactions, window graphics, tabletop moments, and even the seed packet giveaways guests could take with them.
There was also a digital game built into the experience because honestly,
spring should feel active.
Not static.
The goal wasn’t just decorating the café for spring.
It was making the whole environment feel hopeful, playful, and alive again.
The feeling spread through the café.
Small environmental shifts can completely change the feeling of a space. The experience came from accumulation — illustration, greenery, interaction, texture, light, and movement all working together to create an atmosphere people could naturally settle into. Because a greenhouse doesn’t force growth. It simply creates the conditions for it.