Brand Projects

“An expression of emotion and mind
is what matters most.” — P. Torres

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XQ Institute - Builder Week
SYPartners

Strategy
Art Direction
Design
Education
Startup

Salesforce - Agile team identity
Pedersen Media Group

Art Direction
Design
Software
Tech company

Agoric - Marketing campaigns

Art Direction
Design
Illustration
Motion
Blockchain
Fintech
Startup

TED Conferences - TED2012: Full Spectrum
Albertson Design

Art Direction
Design
Non-profit
Media organization

Google - Google Store
Vander McClain Associates

Art Direction
Design
Digital design
Retail
Tech company

Nuna - Brand refresh

Strategy
Art Direction
Creative Direction
Design
Illustration
Icons and symbols
Web design
Healthcare
Startup

Astra mental health app:

Capture your thoughts with helpful prompts

Our mental health is an important aspect of our day to day lives. Whether it's a rough day or things going great. Easily capture your thoughts.

Art Direction
Design

Caluna calendar app:

Celebrate the days with a minimal calendar app

Never run late to a meeting or forget your friend's birthday and complete your daily tasks. Celebrate the wins and memorable moments.

Art Direction
Design
Icons and symbols

Hoply commuter app:

A no hassle commute when you can just tap and go

Enjoy the ride when you're exploring a new neighborhood, running a few errands, or just commuting to work. Welcome aboard.

Art Direction
Design
Icons and symbols
Custom lettering

GraceCare health app:

The importance
of health

Communicate with your care team and make appointments with ease. Keeping track of all your vital health information in a secure app.

Art Direction
Design
Illustration
Icons and symbols
Custom lettering

FolioPay invoice app:

Focus on growing
when invoice tracking
is a breeze

Send invoices. Track expenses. Receive payment. Gain trust with your clients. Send to gain.

Art Direction
Design
Icons and symbols

Salesforce - Campaign design
Pedersen Media Group

Art Direction
Design
Illustration
Web design
Software
Tech company

dot429 - dot429.com
Albertson Design

Art Direction
Design
Icons and symbols
Web design
LGBTQ+
Social media
Editorial
Startup

Nuna - Art direction

Art Direction
Healthcare
Startup

TED Conferences - Various projects
Albertson Design

Art Direction
Design
Custom lettering
Non-profit
Media organization

TED Conferences - Annual Report
Albertson Design

Art Direction
Design
Non-profit
Media organization

Nuna - Challenge coin

Art Direction
Design
Illustration
Healthcare
Startup

Crafting your brand

Clarity. Articulating your brand’s purpose and the problem you solve.
Action. Demonstrating results through real-world evidence.
Creativity. Making an emotional impact in meaningful ways. Make hearts skip a beat. Thump thump.

Maveron - Client summit
SYPartners

Art Direction
Design
Illustration
Venture capital

Nuna - Brand leadership

Strategy
Art Direction
Copywriting
Creative Direction
Design
Healthcare
Startup

Clear Street - Values icon set

Art Direction
Design
Illustration
Icons and symbols
Fintech
Startup

Agoric - 50+ icons

Art Direction
Design
Illustration
Icons and symbols
Blockchain
Fintech
Startup

Metabiota - Identity design
Albertson Design

Art Direction
Design
Web design
Web development
Biotech
Health
Startup

Agoric - Orchestration identity design

Art Direction
Design
Illustration
Blockchain
Fintech
Startup

Salley Auction - Copywriting

Art Direction
Copywriting
Design
Small business

Field Innovation Team - ShelterSmart guide
Design Transformation

Design
Illustration
Icons and symbols
Non-profit
Disaster preparedness

Nuco - Logo
Publiq Group

Art Direction
Design
IT
Startup

Blue Lava Conference - Identity design

Art Direction
Design
Icons and symbols
Web design
Web development
Web3
Fintech

Impact of your brand

Over a billion views for TED talks.
The first dedicated storefront for Google devices.
Celebrating 10 of the boldest ideas from the over 40,000 XQ community.
Increased retention and new hires went up for Nuna by 15%.
Increased visibility and mission value system solidified for internal Salesforce team.

Kamen Estates - Tasting room
Albertson Design

Art Direction
Design
Wine
Retail

Agoric - Marketing campaign

Art Direction
Design
Motion
Blockchain
Fintech
Startup

Nuna - Retreat

Art Direction
Design
Illustration
Healthcare
Startup

Brand Thinking

What is brand? What is your story?

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Branding is about creating an emotional attachment and positive association in the hearts and minds of others. What people feel, say, and hold in their mind's eye about your company is the work of branding.

Your services

The tangible thing you uniquely provide. Building your reputation on what you do. The products you sell. Your craft. Your services. Your actions.

Your voice

This is your messaging. The tone and tenor of the messaging. The lingo of your subject matter expertise. Internal and external communications. Marketing and advertising. Your story that you tell and importantly what others tell about you.

Your strategy

Your north star as a company. How you think big. Your dreams, management teams, consultants, business developers, R&D teams, prototypes and spin off projects. Forward thinking.

Your soul

What you believe. Philosophies and core values. Earned reputation. Your follow through. This is partnerships. The culture you grow. How you show up. Your people. Your customers. The emotional connection with you. How people feel about you.

Your look

What people see. The presentation and details. This is your visual representation and the actions people see. The product and service quality. It shows up in your photography, illustration, advertising, colors, events, uniforms, your office space. The optics of your actions.

Brand Strategy

Project planning is not strategy. Strategy is about imagination.

Top ↑

01. Education client strategy

02. Healthcare client strategy

Twenty-one percent of those surveyed who use generative AI in their organization report they have fundamentally redesigned at least some of their workflows. Source: “The state of AI: How organizations are rewiring to capture value” McKinsey - March 2025.

This is an example of brave strategy by using new technologies to reshape the direction of your business. You can use similar thinking just by asking the question, “What if we...?” And filling in the blank with a bold fresh idea.

03. Small business client strategy

04. Tech startup client strategy

A moonshot. The first to walk on the moon. This is what it feels like to dream big. Imagine the universe you are building when you make that great leap.

The process

Experiential effort

Strategy is doing something that is difficult and uncomfortable. It means pivoting to new uncharted ideas. To get there it will require your experiential effort along with participatory input and output.
To arrive at an answer we have to ask the right questions. The proper elegant questions will be a joint effort that we all arrive at through workshop sessions, research interviews, brainstorming video conferences and in-person brand summits.
When a sandwich will do and not the whole banquet. Dreaming big just to dream big doesn't help anyone. It will be the right amount of strategy tailored to your needs.