Branding
Branding Doesn’t Have to Be a Big, Expensive Production
You don’t need a six-month timeline, a ten-person team, or a giant budget to build a brand that works. What you do need is clarity. A strong foundation. And someone who knows how to translate your vision into something real, strategic, and usable without overcomplicating the process.
I take a practical, no-fluff approach to brand development. Whether you’re starting from scratch or refining what you’ve already built, we’ll focus on what matters most and leave the rest behind.
That might mean a lean brand kit with just the essentials. Or a phased rollout that evolves as your business grows. It’s all about what fits your reality right now.
A Scalable Process. Built to Fit Your Needs.
Every brand project I take on follows a clear, thoughtful process but it’s never one-size-fits-all. Whether you’re working with a lean budget or investing in a full-scale rebrand, I’ll scale the approach to match your needs without sacrificing impact.
1. Research
I start by digging into your organization, audience, and market so we’re not just designing, we’re designing with insight.
2. Clarify Strategy
We define what your brand stands for, who it’s speaking to, and what sets it apart. This becomes the foundation for everything that follows.
3. Design Identity
Logo, color system, typography, tone of voice—this is where your brand starts to look and sound like you.
4. Create Touchpoints
From print collateral to digital assets, we bring the brand to life in the places your audience interacts with it most.
5. Manage Brand Assets
Need brand guidelines? A shared asset library? Ongoing support? I’ll help you keep things consistent and on-brand as you grow.
Archetypal Branding: Psychology Meets Clarity
Great brands don’t just look good, they feel familiar. They speak to something deeper. That’s where archetypal branding comes in.
Based on the 12 core archetypes rooted in the work of Carl Jung, this approach helps define the soul of your brand. It’s not about inventing a persona out of thin air. It’s about uncovering what’s already true, then shaping your brand around that truth with intention and consistency.
Each archetype represents a universal personality pattern we instinctively recognize: the Hero, the Caregiver, the Explorer, the Sage. These aren’t gimmicks—they’re shortcuts to clarity. They help people get who you are without you having to explain it over and over.
Why it works:
It’s built on psychology. Archetypes tap into the way humans naturally perceive and connect with stories and characters.
It sharpens your strategy. Knowing your brand’s core archetype gives you a clear lens for making decisions—from voice and visuals to partnerships and positioning.
It attracts the right audience. When your brand consistently shows up with a clear personality, it naturally draws the kind of customers (or donors, clients, fans) who resonate with it.
Archetypes don’t box you in—they bring focus. Whether your brand is a bold Rebel, a trusted Caregiver, or a curious Explorer, owning that identity helps everything click into place. It’s the foundation for an authentic brand that stands out and stays consistent.
CAREGIVER = Red Cross
RULER = Microsoft
CREATOR = Michael’s
INNOCENT = Dove Soap
EXPLORER = Amazon
SAGE = CNN
OUTLAW = Apple
MAGICIAN = Sony
HERO = Nike
LOVER = Godiva Chocolate
JESTER = Carl’s Jr.
EVERYMAN = IKEA
Branding for Nonprofits
Clarity, Credibility, Connection
Nonprofits face a distinct challenge: doing big, meaningful work—often with limited time, staff, and resources. Your brand needs to communicate purpose clearly, build trust quickly, and resonate deeply with the communities and funders you serve.
I help nonprofits translate mission into messaging, and values into visuals. Whether you’re just starting out, navigating a rebrand, or unifying scattered materials, I offer branding solutions that fit your reality—not just your aspirations.
- Mission-driven storytelling that connects head and heart
- Visual identities that look credible, not corporate
- Templates and tools your team can actually use
- Scalable deliverables designed to grow with you
Tight budget? Board buy-in needed? A million stakeholders with strong opinions? I’ve been there. Let’s make it easier—and make it work.
City Branding
A Story People Can Believe In.
Cities compete every day—for visitors, new residents, businesses, and investment. A strong city brand doesn’t just make a place look good—it helps people understand what makes it worth choosing.
City branding is about capturing identity and momentum and developing trust. It’s the story a place tells about itself, reflected in everything from its signage and website to its events and community culture. Done well, it unites stakeholders, boosts civic pride, and brings clarity to economic development efforts.
Why City Branding Matters
- Attracts the right kind of growth
- Builds trust and alignment across departments and audiences
- Turns abstract values into tangible visuals and messaging
- Encourages community pride and participation
- Helps cities stand out in a crowded landscape
Case Study: Ridgefield, Washington
We designed a fresh visual identity, a new tagline, and aligned messaging for city departments and public-facing materials. But more importantly, the brand helped unify internal and external communication. It gave the city a clear voice and a stronger sense of self.
A strong city brand is more than design—it’s strategy, storytelling, and stewardship. Ridgefield’s story shows what’s possible when a community leads with clarity and purpose. >> Read the Case Study
Branding for Small and Medium Businesses
Big-Agency Results. None of the Bloat.
Whether you’re a solo operator, a regional leader, or a growing national brand, you need design and branding that works hard and makes every dollar count.
Many businesses think they need an agency to get quality work. But agencies come with layers of staff, inflated timelines, and high costs. You rarely speak to the people actually doing the work. And you pay for a lot of overhead you don’t need.
I work differently.
I bring 20+ years of experience working with businesses of all sizes, across industries and markets. I provide brand strategy, logo design, messaging, visual systems, and ongoing creative support—without the middlemen, markups, or confusion.
You get:
- Clear communication with one point of contact
- Fast turnaround and responsive collaboration
- A strategic partner who understands business, not just design
- High-quality, on-brand work that stretches your resources and delivers real value
If you’re looking for simple, smart, professional branding without the agency runaround, I’m here to help.
Let’s uncover your brand and shine the inside out.
Send me a quick message and we can set up a time to talk about your project and goals. In just a week or two later, I’ll submit a proposal for you to review and send to stakeholders.