OVERVIEW

I transformed a local Brooklyn coffee shop from zero digital presence to a strategically positioned website that drives business growth within Brooklyn's saturated coffee market. Working directly with the shop owner, I identified a critical gap between their lack of online visibility & their target demographic's digital discovery habits. Through user research with NYC millennials & Gen Z customers, I discovered this audience relies on websites to evaluate coffee shops but expects authentic, "vibey" experiences over corporate polish.

As the sole designer, I successfully navigated the tension between the owner's minimalist vision and users' need for personality by finding creative solutions that satisfied both perspectives. I handled the complete transformation from competitive analysis to brand strategy & SEO implementation, establishing Before Coffee as a differentiated local destination & expanding their reach beyond immediate neighborhood foot traffic.