Jake's at the Knick, Coffee Roasters
Jake’s at the Knick, named for the hotel founder’s son “Jakey,” is a grab-and-go coffee shop adjacent to The Knickerbocker Hotel in Times Square. The goal: rebrand to boost foot traffic and make the shop’s presence unmistakable amid the city’s sensory overload.
Jessica's Role
Jessica transformed a simple logo redesign into a dynamic communication tool. She created a coffee cup icon inspired by the shop’s rounded ceiling, clearly signaling the café’s purpose—something the previous logo did not—and helping passers-by instantly recognize it as a coffee destination. To maximize visibility, she convinced the client to turn the front doors into ad space, ensuring Jake’s captured attention in bustling Times Square and drew in more customers.
Project Scope
Logo Design / Store Front Graphic
