Anna Smylie Caldwell


Create a branded, experiential event showcasing Square’s coffee industry insights for the weekend encompassing National Coffee Day.

Our team planned the event and created a modular design system to apply to all its various elements. We then installed the exhibition in just a couple (long and sleep-deprived) days, and hosted the event alongside one of Square’s sellers, Toby Estates Coffee, and the Specialy Coffee Association’s Chief Research Officer, Peter Guiliano (for extra coffee cred).

We welcomed over 8,000 visitors to the event and received 100+ pieces of national news coverage.

The design included the event branding, floor-to-ceiling infographic panels, interactive installations, coffee swag, reporter graphics, and a 300-cup wall for selfie shots.

We also partnered with the Specialty Coffee Association (SCA) on coffee-related workshops and Toby’s Estate Coffee, a Square seller, to provide coffee and beans to visitors.

Images and videos courtesy of Jen Murse

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Anna ︎ Caldwell (202︎)