At the center of everything brand

The ultimate goal of a brand identity is to be the memorable and compelling fingerprint for customers, employees, and shareholders. It holds the characteristics that belong to only one brand.

Each identity design involves tapping into many skills to produce: market insight, strategy, naming, customer experience, brand positioning and design. Identity design is as much a disciplined strategic venture as it is an artistic and creative one.


Client: Developers Diversified Realty
Projects: Brand identity | Annual Reports | Digital Portfolio

Developers Diversified Realty is an open-air shopping center real estate investment trust. They were one of the first developers in the nation to anchor shopping centers with Big Box retailers and attach inline specialty and smaller space retailers. The new logo and color palette updated their image, reflected their culture and growth and yet paid homage to the original logo design. Other elements, annual reports and online presence, conceptually challenged the category norms to reflect their ambitious culture.




Client: NaviGate
Project: New Product Name | Brand Identity | Digital | Colateral

NaviGate is a real-time emergency crisis tool designed to help schools and businesses respond safely and effectively during a crisis. The product provides first responders with visual access, communications and critical information to a facility during a crisis. The name “NaviGate” reflects the idea of having the ability to move virtually through a facility and access critical information, while the accent on “Gate” emphasizes that this is a portal for first responders. The eye symbol reinforces that this tool provides access to see what was previously unavailable.


Client: Youme Healthcare
Project: Name | Brand Identity | Website

This startup is a telehealth mental and behavior health provider for youth and their families.

One of the best creative approaches is to “demonstrate” the value a brand offers. The name “Youme” does just that while capturing this company’s true essence – to make our youth happy and healthier. The blending of “you” and “me” in the name immediately communicates the one-to-one partnership between the child/family and therapist. The friendliness and simplicity of the typeface along with the introduction of the two dots above the “u” not only captures the brand personality and purpose, but the expected result of the engagement. The tagline”Happiness can’t wait” further supports their corporate culture.

The brand identity design projects a sense of energy, confidence and vitality to children and their families, as well as internal stakeholders and health providers. The identity is simultaneously strong and yet approachable, which is key in communicating the values of the company in a way that resonates with the target audience.


Client: Love & War
Project: Brand Logo Design

The Love and War logo features a clean graphic interpretation of a heart with a lightning bolt, symbolizing the dualities of love and life’s challenges. The heart represents love, passion, and vulnerability, while the lightning bolt cutting through it signifies strength and resilience behind today’s women. This dynamic logo conveys the ever-changing nature of emotions, reflecting this cosmetic brand’s commitment to capturing the multifaceted aspects of personal expression.

The logo speaks to the brand’s catering to various moods and events. The design is versatile and impactful, resonating strongly with the target audience. The product positioning encapsulates the brand’s philosophy, inviting customers to embrace their diverse emotions and confidently express themselves through Love and War’s high-quality and vibrant beauty products.

Love and War logo