Second Moon Coffee | Small Business Brand & Content Strategy
Second Moon Coffee is a fictional LGBTQ-owned café and roastery in Minneapolis, designed as both a neighborhood spot and inclusive community space.
For this spec project, I served as Brand Strategist and Content Developer, building a complete brand identity and digital presence from the ground up.
This project showcases my ability to craft cohesive, audience-centered marketing assets that combine strategy with storytelling.
Brand Guide
To help Second Moon Coffee build a strong, audience-centered brand, I created a full content strategy and brand voice guide for this fictional LGBTQ-owned café and roastery based in Minneapolis.
The guide defines tone, messaging priorities, and a multi-channel content approach—positioning Second Moon as both a community hub and specialty coffee brand. The voice is warm, inclusive, and personality-driven, built to resonate with customers and support long-term growth.
What I did:
Defined voice attributes, tone guidelines, and messaging pillars
Identified audience personas and crafted targeted messaging
Built a content strategy framework for multi-platform storytelling
Created editorial guidance, sample content, and writing dos/don’ts
Designed a clear, brand-aligned guide for internal use
Landing Page
To bring Second Moon Coffee’s brand to life online, I created a spec landing page that introduces the shop’s mission, highlights its offerings, and encourages engagement.
The copy reflects Second Moon’s inclusive, community-first identity while balancing warmth, approachability, and craft.
What I did:
Wrote UX-focused web copy that tells the brand story and highlights key offerings
Structured content for smooth user flow and clear CTAs
Applied SEO best practices to support local search visibility
Balanced brand voice with user experience across touchpoints
Designed a clean, inviting layout aligned with the shop’s vibe and values
This project shows my ability to turn brand identity into actionable, user-friendly web content that supports both business goals and community engagement.