LOGO 
CASE STUDIES
#1: End-to-End Brand Development
What we did:
Market research to understand competitors, customers, and brand positioning
Brand Strategy & Positioning Statements
Development of Brand Tone, Narratives
Brand System (Logo, Colors, Fonts, Images)
UX Design and website build
Social media strategy & design
Print and production support for branded products
A new, independent bookstore in Metro Detroit needed to establish a strong, welcoming, professional brand where Metro Detroiters would choose to browse, buy, connect, and safely discourse in a family-friendly and comfortable environment, while establishing itself as a trusted business where the community can feel a shared sense of belonging and ownership.
Notes on the engagement: We knew we wanted something that walked the line of sophisticated, but approachable, and appealed to a wide range of customers. This was designed to be a space that served as an extension of the home: A place where friends and neighbords could gather after work and school, and appeal to a wide range of ages and backgrounds. The owner was acutely aware of the negative impact of the pandemic and isolation in both children + adults, and wanted to create a space that could be multi-use: As a place for artists to host craft events, groups to rent for monthly meetings, reconnect, and of course a space for browsing and getting lost in a good book.
Getting to the final concept wasn’t linear. The chosen concept was actually initially rejected, and we backtracked after the owner reflected a bit. As a designer this was frustrating, but I learned a lesson: listen to the client, like really listen. I had included that concept because it was an almost verbatim solution to what I had heard her say in our initial sessions, and almost omitted it because it wasn’t my favorite. However, it was up to the me as the strategist to take that and develop a cohesive system and atmosphere - a logo doesn’t exist in a vacuum. The resulting identity achieves the initial goal of remaining approachable (using a hand-written font) but elevated and trustworthy (the use of the full suite of brand elements). The role of the design strategist is to listen, coach, and bring a vision to life while maintaining a high level of design integrity. My instincts were correct, and I actually fell in love with this brand once it started coming to life.
#2: Digital Product Design
What we did:
Developed suite of digital travel guides compatible on digital devices
Custom maps
Art Direction and visual system across all products
#3: Strategy and Business Communication for Hospital Service Line Strategy [subset of much larger bodies of work]
Strategy Development, including facilitation with clinician and administrative leaders
Solution development
Executive Communication materials
Case Study #4: Corporate Brand Refresh
What we did:
Took inventory of current brand assets
Discovery session with client to understand pain points and what was important in a new system
Brand system and application across business communication + pieces (Consistent fonts, colors, suggested imagery)
Final brand guidebook outlining appropriate use of brand elements
The client was a well-respected and long-established community stronghold - a volunteer firefighter’s association who had deep tradition & pride, and extremely high reputation, but who also had very little time to dedicate to marketing, consistency, and communications. This had resulted in a somewhat disorganized approach to communicating with the team and with the community. The goal of this work was to bring the brand up to a clear set of standards while also setting them up for a refreshed strategy which included recruiting, events, and team/staff trainings. I worked with a training agency who was developing ‘team values’ to concurrently refresh their brand and make it attractive for new recruits.
DESIGN & BRAND
COLLAGE & TYPE
