Organizations outgrow the experience they produce.

Project: Great Place to Work

Role: Brand system

Great Place to Work was becoming a subscription analytics business. Its identity still belonged to an annual list announcement. Cold. Corporate. Built for a moment once a year — not for CHROs buying trust data, and not for the campaign volume the new model demanded. The organization had moved. The experience it produced had not.

Project: ICA 2017

Role: Identity · 2017

ICA’s economic impact was real and large — and abstract. Numbers alone would not move donors or entrepreneurs. The report had to carry two decades of economic data without flattening the people behind local business into decoration.

Project: Firebrand

Role: Brand

Firebrand’s product was exceptional. Its mission was exceptional. The brand communicated neither. As the company moved toward wholesale, retail, and investor conversations, it needed an identity that could survive a grocery aisle and a boardroom without reading as charity — or as a commodity bakery with a slogan taped on. The organization was outgrowing a local story. The experience it produced had not caught up.

Project: ICA 2019

Role: Identity · 2019

Discovery put the problem in the client’s own words: “There’s a gap between the power of ICA’s work and our ability to share it.” The brand was diluted. Messaging fractured across pillars. The work had outpaced the experience the organization produced when it tried to explain itself.