Organizations becoming something else.

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.

Project: Rebound

Role: Brand · 2019

Deep-tech thermal storage is invisible. IcePoint® is science before it is a story. Rebound needed one system that industrial buyers, utilities, and investors could enter without getting three different brands — and without the work collapsing at the next funding conversation.

Project: Ariel

Role: Brand

A decades-old institutional brand needed to become approachable and educational for first-time investors — without burning the credibility institutional clients depended on. Two audiences. Opposite defaults. One organization.

Project: BASE

Role: Brand · 2014–2022

Most VC brands are interchangeable on purpose — anonymity dressed as restraint. BASE’s differentiation was its people. The organization needed the experience of transparency, not another fortress logo.

Project: Promise

Role: Brand · 2018–2019

Two audiences. Opposite defaults. Government buyers need institutional credibility. Communities living with the carceral system have earned distrust. One brand had to hold both without lying to either.

Project: Klarna × Stripe Sessions

Project: SFAF Tribute