During my Graduate studies at FSU, I conducted original research to gain a better understanding of how Millennials perceive branded commercial environments. By surveying over 120 college students at Florida State University, Survey methods included utilizing heat maps to allow respondents to specifically select physical elements within images of coffee shops that they thought contributed to the overall brand. With this data, I was able to determine factors that lead to the preference and possibility of patronage for Millennials in coffee shops, which informed the designs of three coffee shops: Buno, Atlantic Coffee Company, and Capital City Roasters.