Uptown Beer Garden is one of Philadelphia’s largest and most beloved beer gardens, overlooking City Hall and acting as an outdoor hub for food and cocktails in Center City. I was able to draw inspiration from its original logo and create a system that brings a fresh identity to the space, while staying true to its roots.

Through illustration and pattern-making, menu design and label creation, and a tonal shift in photography, I was able to refresh Uptown’s brand for a new generation of Philadelphia.