“Design is
intelligence
made visible.”
– Alina Wheeler, Author
Designing Brand Identity Legacy
– Alina Wheeler, Author • Designing Brand Identity Legacy
We balance creativity and clarity so your brand stands strong.
We balance creativity and clarity so your brand stands strong.
Work Showcase
Strategic Brand Transformations
Case studies in rebranding, marketing strategy, identity design, and customer experience.
Industry: Craft Beer
Brand Strategy, Visual Identity, Customer Experience
Karl Strauss Brewing Company
Industry: Agriculture / Non-Profit
Messaging Strategy, Brand Identity, Event Branding
San Diego Farm Bureau
Industry: Contracting
Brand Strategy, Visual Identity,
Marketing Strategy, Customer Experience
Raceway Electric & Solar
Label Design
Label design with handsketch details.
Interior Design | Branding
Interior branding that transforms restaurant spaces into living expressions of the brand.
3D Signage Design
Conceptual Brand Elements
Concept signage built.
Custom Brand Merchandise:
Keychain
3D Rendering Furniture
Creating custom experiences.
A well-known quote…
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Karl Strauss Brewing Company
Industry: Craft Beer
Services: Brand Strategy, Visual Identity, Customer Experience
Overview
Karl Strauss Brewing Company, a pioneering craft brewery in San Diego, distributes throughout California and operates nine brewery restaurants. Known for award-winning beers like Red Trolley Ale and Aurora Hoppyalis IPA, the brand approached a major milestone anniversary—and needed to reclaim its identity as a craft beer trailblazer.
Project Objectives
- Refresh and modernize the brand image
- Retire the legacy look with an integrated identity system
- Energize the company with a clear brand narrative
Our 4-Phase Approach
- Research: Stakeholder interviews, market profiling, brand visual audit (“war room” method)
- Strategy Development: Positioning statement, refined audience, brand essence → Brand Brief
- Identity Design: Logo refresh, updated fonts/colors, brand keywords, imagery → Brand Guidelines
- Touchpoint Creation: New website, beer label design, tap handles, restaurant remodels, tasting room build-out
Work Samples Available:
- Brand Brief
- Brand Guidelines
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San Diego County Farm Bureau
Industry: Agriculture / Non-Profit
Services: Messaging Strategy, Brand Identity, Event Branding
Overview
Supporting 4,000 farms, the San Diego County Farm Bureau champions agriculture through education, policy, and public advocacy. As a volunteer-led organization, it sought to elevate its presence with farmers, the public, and policy makers.
Project Objectives
- Position the bureau as a trusted leader in agriculture
- Inspire public trust in local farmers
- Develop a distinct brand for the annual Farm to Table “Graze” event
Our 4-Phase Approach
- Research: Stakeholder interviews, target audience profiling
- Strategy Development: Positioning, brand essence, messaging → Brand Brief
- Identity Design: Tagline, visual language, imagery → Brand Guidelines
- Touchpoint Creation: Website redesign, event signage, presentation templates, annual Impact Report
Work Samples Available:
- Brand Brief
- Brand Guidelines
- Event Branding: Graze Logo, Signage
- Annual Impact Report
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Raceway Electric & Solar
Industry: Electrical & Solar Contracting
Services: Brand Strategy, Visual Identity, Marketing Strategy, Customer Experience
Overview
Having served more than 5,000 customers across San Diego County, Raceway Electric is a full-service electrical and solar contractor backed by over 30 years of experience. A second-generation family business, Raceway specializes in residential and commercial electrical work, combining decades of expertise with a forward-looking approach to innovation and customer care. Their goal: to modernize the brand and marketing to reflect both their legacy and their leadership in an evolving energy landscape.
Project Objectives
- Refresh and modernize the brand image
- Develop an integrated identity system and enhance marketing strategy
- Update all customer touchpoints, incorporating automation where possible
- Align the brand with energized, future-facing ideals
Our 4-Phase Approach
- Research: Stakeholder interviews, target market profiling, competitive brand audit, and automation platform discovery
- Strategy Development: Refined target market, positioning statement, reasons to believe, brand essence → Brand Brief
- Identity Design: Logo refresh, updated fonts/colors, clarified brand keywords, inspirational imagery → Brand Guidelines
- Touchpoint Creation: New website, automated email program, billboard advertising, and other strategic customer-facing elements
Work Samples Available:
- Brand Brief
- Brand Guidelines