Her Spirit Vodka
The founders of Her Spirit are a couple: the wife, a no-nonsense, get-it-done kind of woman; the husband, a dreamer with big ideas. They trusted me with helping them develop a visual identity for their innovative vodka company. Their dream is to leave a legacy of doing good while producing a top-shelf vodka with a top-shelf mission.
We worked from mood boards, through to the final brand color palette, textural elements, and custom typeface. I also spent time helping them develop their brand voice, positioning statement, elevator pitch, and the copy that appears on the back of the bottle.
Her Spirit is available in bars, restaurants and liquor stores across the state of Minnesota. Ask for Her!
ROAM Adventure Basecamp
ROAM Adventure Basecamp is a modern and imaginative year-round trailside camping and outdoor sports venue located in Seeley, Wisconsin (10 miles north of Hayward); nestled in the heart of the CAMBA trail system with over 300 miles of marked and mapped user-friendly trails to explore.
When ROAM was in the preliminary planning phase, I met with the founders to create an elevated yet rustic brand for their basecamp. The copper, slate gray, and pure white design elements and minimalist brand emblems that we settled on, went on to guide the decor, material, architectural and environmental design decisions made in the cabins and facilities on the grounds.
Midwest Facial Plastic Surgery & Face Cosmetic Skincare
MWFPS and Face are a facial plastic surgery and skin spa clinic embedded in the Midwest Ear, Nose and Throat chain of clinics in the East Metro of the Twin Cities.
Originally called Midwest Facial Plastic Surgery and Aesthetic Skincare, MWFPS contacted me to help them launch their own line of skincare products under the name: Face Cosmetic Skincare. The products would be sold exclusively at MWFPS/Face clinics. Working within their existing purple color palette, I elevated the brand by choosing a richer, deeper eggplant tone, a brushed silver texture element, and formalizing their type families.
The new logos and color palette were rolled out into print materials, exterior and interior signage, and social media graphics.
Face Cosmetic Skincare was named the Best Skin Spa in CBS WCCO TV’s 2016 Best Of Poll. The visual brand was featured in a CBS WCCO TV segment highlighting the skin spa and their new Eagan location.
Echo Realty Team
I created Echo Realty Team’s logo when the two real estate entrepreneurs who own the company were branching out from a larger agency and developing their own. We had several great marketing strategy conversations over coffee and landed on a strong visual brand aimed at their target market—millennials—about two years ago.
In 2018, they approached me again to revamp their logo to speak to who they’ve seen as their most active group of prospective homebuyers—millennial females who are drawn to Elevated Farmhouse decor, inspired by Chip and Joanna Gaines and their Magnolia companies.
I developed an evolution of their original logo by keeping the large Echo script element that they had built their brand awareness on, but adjusted the font in the Real Estate subhead to be more rustic and farmhouse-inspired. I also introduced a whitewashed shiplap texture to their printed marketing pieces, since that is an immediate tie-in for many fans of that aesthetic.
Dymedix Diagnostics Rubicon Device
Rubicon is the only FDA-approved, over-the-counter sleep apnea screening device available with broad patent protection and clinical validation.
Dymedix Diagnostics is an international medical devices company, focused on developing neonate, pediatric, and adult sleep diagnostic sensors. They approached me with the Rubicon project, looking for a logo, color palette, and an overall consumer-accessible brand tone.