Kayla Netemeyer

About

This project is part of Build-It, a team-based agency within the American Advertising Federation at Illinois. Build-It gives members a full end-to-end branding experience from concept idea to a fully realized pop-up shop by the end of the year. Creative members focus on packaging, logo design, and the overall visual identity, while strategists refine research, develop social media outreach, and shape the brand persona.

My team's theme centers on applied art, and we’re creating Muse: a non-alcoholic sparkling cocktail brand built around paint-and-sip events and creative expression. The goal is to blend art, experience, and accessibility into a brand that encourages people to slow down, experiment, and find inspiration in the process.

Stay tuned for the pop-up product display coming next year!

This project is part of Build-It, a team-based agency within the American Advertising Federation at Illinois. Build-It gives members a full end-to-end branding experience from concept idea to a fully realized pop-up shop by the end of the year. Creative members focus on packaging, logo design, and the overall visual identity, while strategists refine research, develop social media outreach, and shape the brand persona.

My team's theme centers on applied art, and we’re creating Muse: a non-alcoholic sparkling cocktail brand built around paint-and-sip events and creative expression. The goal is to blend art, experience, and accessibility into a brand that encourages people to slow down, experiment, and find inspiration in the process.

Stay tuned for the pop-up product display coming next year!

About

This project is part of Build-It, a team-based agency within the American Advertising Federation at Illinois. Build-It gives members a full end-to-end branding experience from concept idea to a fully realized pop-up shop by the end of the year. Creative members focus on packaging, logo design, and the overall visual identity, while strategists refine research, develop social media outreach, and shape the brand persona.

My team's theme centers on applied art, and we’re creating Muse: a non-alcoholic sparkling cocktail brand built around paint-and-sip events and creative expression. The goal is to blend art, experience, and accessibility into a brand that encourages people to slow down, experiment, and find inspiration in the process.

Stay tuned for the pop-up product display coming next year!

The team

Logo design

For Muse, we wanted a logo that immediately felt artistic, something with a hand-painted, slightly sketched quality that reflects the art of creating. The mark is designed to feel expressive and imperfect in the best way.

Logo design

For Muse, we wanted a logo that immediately felt artistic, something with a hand-painted, slightly sketched quality that reflects the art of creating. The mark is designed to feel expressive and imperfect in the best way.

illustrations

The illustrations follow a playful, character-focused style, featuring animals practicing different applied arts. A squid as a sculptor represents the strawberry flavor, a panda as a painter brings the peach flavor to life, and a graffiti-making gorilla embodies the grape flavor. The connection between each animal and its art form was intentional, linking the first letter of the flavor, the creature, and the creative practice together.

illustrations

The illustrations follow a playful, character-focused style, featuring animals practicing different applied arts. A squid as a sculptor represents the strawberry flavor, a panda as a painter brings the peach flavor to life, and a graffiti-making gorilla embodies the grape flavor. The connection between each animal and its art form was intentional, linking the first letter of the flavor, the creature, and the creative practice together.