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Brand Systems & Strategy
Brand Systems & Strategy
Brand Systems & Strategy
A logo is just the beginning. I build brands that know who they are, how they speak, and why people should care. From strategy to visuals, I shape identities that feel authentic, look sharp, and stand out in a crowded world. Because a great brand isn’t just seen—it’s felt.
FEATURED CLIENT 1
COCO DESIGN
FEATURED CLIENT 2
AK DESIGN
KEY DELIVERABLES
BRAND IDENTITY, STYLE GUIDES
YEAR(S)
2025, 2022
COCO DESIGN
Brand Systems & Strategy
WHAT I DO
I don’t just design brands—I build them from the ground up. I focus on crafting visual and verbal systems that are both strategically sound and creatively flexible. Whether defining a new identity or evolving an existing one, I create frameworks that scale across every touchpoint with clarity and purpose.
I don’t just design brands—I build them from the ground up. I focus on crafting visual and verbal systems that are both strategically sound and creatively flexible. Whether defining a new identity or evolving an existing one, I create frameworks that scale across every touchpoint with clarity and purpose.
Brand identity design (logo, typography, color systems)
Brand voice and tone development
Naming and positioning frameworks
Style guides and brand toolkits
Multi-channel brand rollout plans
Brand identity design (logo, typography, color systems)
Brand voice and tone development
Naming and positioning frameworks
Style guides and brand toolkits
Multi-channel brand rollout plans
COCO DESIGN
This thoughtful design studio founded by a West Coast designer who left her 9-5 to start her own practice blends artistic vision with over 10 years of experience in curating high-end commercial spaces. From concept to execution, I led the brand development and crafted a logo, cohesive branding system, and an elegant, user-friendly website that captures Caroline’s creative spirit and sophisticated edge while showcasing her many successful projects. The goal was to reflect her refined yet playful approach to design, balancing minimalism with warmth to convey both professionalism and artistic intention, positioning her for long-term brand equity.
This thoughtful design studio founded by a West Coast designer who left her 9-5 to start her own practice blends artistic vision with over 10 years of experience in curating high-end commercial spaces. From concept to execution, I led the brand development and crafted a logo, cohesive branding system, and an elegant, user-friendly website that captures Caroline’s creative spirit and sophisticated edge while showcasing her many successful projects. The goal was to reflect her refined yet playful approach to design, balancing minimalism with warmth to convey both professionalism and artistic intention, positioning her for long-term brand equity.
THE RESULTS
THE RESULTS
SITE VISITS ON LAUNCH
SITE VISITS ON LAUNCH
300+
300+
300+
NEW CLIENTS on launch
NEW CLIENTS on launch
3+
3+
3+
Social media following
Social media following
+40%
+40%
+40%
My bread and butter is creating brands from scratch; especially for hustling entrepreneurs who are full of passion but need help translating their personality into a clear, compelling business presence. I’m also deeply invested in brand refreshes, whether that means a light visual update or a full strategic overhaul— whatever the brand needs to feel current, aligned, and strong.
My bread and butter is creating brands from scratch; especially for hustling entrepreneurs who are full of passion but need help translating their personality into a clear, compelling business presence. I’m also deeply invested in brand refreshes, whether that means a light visual update or a full strategic overhaul— whatever the brand needs to feel current, aligned, and strong.
Building brands that know who they are—even on a bad day.
AK DESIGN
When two Chicago industry veterans, Angela Riordan and Kristin Peschke, decided to shake up the A&D vendor world and build something of their own, they came to me with a vision: a bold, women-owned independent rep group that reflected their roots, their edge, and their momentum. I partnered with them from day one to launch a brand identity that stood out whether seen on a screen, in hand, or across a showroom floor. Beyond design execution, I helped shape how AK Design would represent themselves in a competitive market— clarifying their brand voice, crafting their visual language, and ensuring they launched with confidence and cohesion.
When two Chicago industry veterans, Angela Riordan and Kristin Peschke, decided to shake up the A&D vendor world and build something of their own, they came to me with a vision: a bold, women-owned independent rep group that reflected their roots, their edge, and their momentum. I partnered with them from day one to launch a brand identity that stood out whether seen on a screen, in hand, or across a showroom floor. Beyond design execution, I helped shape how AK Design would represent themselves in a competitive market— clarifying their brand voice, crafting their visual language, and ensuring they launched with confidence and cohesion.
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