Smarty Pants Ice Cream is a new commercial operation run by the Waterloo Undergraduate Student Association (WUSA) that will be opening soon. I got to help shape the brand!

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When I started working at WUSA, Smarty Pants had just become an approved concept, with the brand itself having wiggle room to grow into.

 

I brought Smarty Pants further into fruition by creating a full set of illustration assets, which has helped form the key aesthetic of the brand.​

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My goal was to help create a brand that is approachable and student-friendly, but with no compromise on quality. One of the key ways Smarty Pants delivers quality to students is through high customization in toppings and flavors, which I communicated through the variety of illustrations.

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I also created the brandbook and example graphics for future designers to gain inspiration from.