Brand Identity Design
Creating visual systems that help businesses communicate who they are and what makes them unique.
Identity Design Snapshot
Industries: Professional Services, Local Business, Consumer Brands
Role: Brand Identity Design, Art Direction, Logo Development
Focus Areas: Brand Strategy, Visual Identity Systems, Typography, Color Systems, Brand Applications
Deliverables: Logos, Brand Guidelines, Business Cards, Signage, Vehicle Graphics, Marketing Materials
Kate Johnson CPA
Challenge
Following the loss of her longtime business partner, Kate was establishing an independent accounting practice after previously operating as Burtis & Johnson CPAs. The new identity needed to convey professionalism and trust while creating a distinct brand that would carry her business into its next chapter.
Solution
Developed a clean, sophisticated visual identity and supporting collateral system that reflected Kate's expertise while establishing a recognizable brand for her new practice.
Brand Exploration
Final Identity
Business Card
Letterhead
Foodtown and Morton Williams
Introduce two new online grocery platforms while leveraging the trust and recognition of their parent brands. The launch required clear, engaging creative that educated shoppers about the new services and encouraged the transition from in-store to online purchasing.
Challenge
Solution
Created cohesive launch campaigns that balanced familiarity with innovation, extending each retailer's established brand into a modern digital shopping experience. Consistent messaging and visual systems across every touchpoint helped introduce the services and reinforce brand recognition throughout the customer journey.
Logo & Naming Exploration
Final Identity
Foodtown Window Sign
Morton Williams Window Sign
Foodtown Wobbler
Morton Williams Wobber
Super Fresh Laundry
Challenge
Following the launch of the original Stay Fresh Laundromat brand identity, the business was required to change its name due to a trademark conflict. The new identity needed to preserve brand recognition and minimize disruption while establishing a legally protectable trademark.
Solution
Created the original Stay Fresh Laundromat identity, then strategically evolved it into Super Fresh Laundry after a trademark conflict required a complete name change. By preserving key visual elements while redesigning the wordmark and supporting assets, the transition maintained customer recognition, minimized rebranding costs, and resulted in a legally registered trademark.
Brand Evolution
Original
Updated
Truck Wrap
Window Signs
Infographic for Machine Operation Instructions
Sponsorship Tent
C2C Distributing
Challenge
Develop a visual identity for a national tobacco distribution company whose name, C2C Distributing, referenced "Coast to Coast" without being able to explicitly use the phrase. The identity needed to subtly communicate nationwide reach while remaining clean, memorable, and scalable across business applications.
Solution
Created a logo that uses visual cues to suggest movement and nationwide connectivity while allowing the initials "C2C" to stand on their own. Multiple concept directions were explored before refining the identity into a simple, versatile mark suitable for print, digital, and branded materials.
Concept Exploration
Early concepts explored themes of movement, geography, connectivity, and transportation while balancing legibility and simplicity.
Final Identity
Brand Applications
