My simplified approach to branding is effective and efficient, with customizable steps to fit your needs and budget.

A Simple Approach to Company Naming Messaging Brand Strategy Taglines Logo Design Website Design Color Palettes Typography Style Guides Manifestos Graphic Design Signage Uniforms Annual Reports

Branding a business, organization or project can be daunting. It doesn’t have to be.

Milestones along the way keep you informed, giving you peace of mind about your project and confidence that it’s heading in the right direction. The components are carefully crafted to fit the brand strategy and clearly defined in the brand style guide. 

Branding process research


Branding process strategy

Clarify Strategy


Design Identity

Branding process touch points

Create Touch Points

Branding process manage assets

Manage Brand Assets

Using Archetypes

Branding is a method that builds meaning for what your company represents. Using archetypes is proven to establish that meaning.

Archetypes are a universally understood framework of characteristics associated with a particular personality type. Cultures around the world share stories about these archetypal figures having similar experiences, lessons, and values.

During the branding process, we uncover which archetypes your company most authentically resonate with. We do this through a series of questionnaires and discussions around what you offer, how you offer it, your values and motivations, what matters most to your customers, and more. It’s a fun and enlightening process that leads to clients seeing their business in a whole new light, helping guide decisions and keep their brand tight as they grow.

Archetype Wheel
Layers of Meaning

Archetypal branding uses specific personality characteristics to create an authentic framework that people can easily relate to. Helping to connecting who you are, with that which matters most to them.

Aligning your brand and design with archetypal elements adds deeper meaning to your brand and a powerful connection to what you represent for your audience.

Examples of Archetypal Brands


RULER = Microsoft

CREATOR = Michael’s


INNOCENT = Dove Soap




OUTLAW = Apple


HERO = Nike


LOVER = Godiva Chocolate

JESTER = Carl’s Jr.


Branding FAQs

Isn’t my logo my brand?

Sorry, no. I like to think of your logo as the haircut of the brand. It shows your style and vibe and gives hints about what you do and how you do it. Your brand is expressed in a much larger space including your speech, customer service, how you act, look, smell and sound. Every way you connect with the world is a brand touch point.

How long does the branding process take?

Every branding project is different, but generally the process takes 1 to 2 months for a small business or individual. Larger companies or cities can take 3-5 months and include facilitated workshops, board presentations, peer/client advisory panels and a more intensive research process.

Can I get branding without a website? 

Heck yeah! Branding should be the foundation of your business and all your marketing. It’s a stand alone process that should be done independently of your website.

How much does branding cost?

Like a website, or a car – the cost depends on what you want out of it. Cost for branding with me run anywhere from $5,000 to $50,000 depending on the size of the client and the components we include.

What does branding include?

While each project is different, most branding projects include these basic components:

  • Brand and Marketing Audit
  • Archetype discovery
  • Messaging (tagline, mission, vision, values, manifesto)
  • Color palette design
  • Typography design
  • Photography curation
  • Logo design
  • Brand guide that details all these components and how to use them properly
Putting it all together

When a client works with me for their branding, website, and printed material, they have a solid foundation and cohesive identity that communicates a unique vibe and message in a consistent and authentic way.  

I help clients discover what’s inside their business, organization or city and share it with the world. Check out my portfolio to see some of the different projects that help my clients shine the inside out.

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.