Branding & Identity Design.
Research-driven identities built to last. Every brand here started with real conversations, not a moodboard, and ended with a visual system worth owning.
Your Adult Day Health
Adult Day Health programs exist for one reason: to give caregivers a break. The people coming through the door every day are the clients, elderly and disabled individuals who need daily support and social connection while the people who love them get the respite they need to keep going.
To build a brand that could speak to both groups, the families making the decision and the clients walking through the door, we started with the people already inside. We interviewed 10 program staff and 10 current clients to understand what this place actually meant to them.
Warm. Passionate. Compassionate. Safe. Those were not values we invented. They were the words people used to describe their own experience. Every visual decision that followed was an answer to one question: does this feel like those words?
The logo carries three simultaneous ideas: helping hands cradling a heart, the heart itself as a symbol of passion and care, and a house with an open golden door sitting inside it. The tagline made visual. The full system shipped across digital, print, and physical touchpoints in eight weeks, owned entirely by one designer.
Research & Discovery
20 interviews across staff and clients. Five consensus keywords extracted and validated with stakeholders before any design began.
Identity Design
Logo concepting anchored in the keywords. Three rounds of refinement with stakeholder sign-off at each stage before finalization.
System Development
Color palette, typography, and usage rules, all mapped back to research keywords and tested across real-world applications.
Web & Collateral
Full WordPress build plus print assets. Brand guidelines delivered for ongoing use by the internal team.
Savin Bar + Kitchen
Savin Bar + Kitchen had no brand when we started. No logo, no color system, no visual language of any kind. Just a restaurant with a clear sense of who they were and a need for something to show for it.
The brief was to build something that felt rooted in Dorchester without leaning on nostalgia. Something that communicated quality without pretension. The identity needed to work on a menu, a social post, a storefront, and a website, all at once, all consistently.
The result was a full brand system built from scratch: logo, color palette, typography, brand guidelines, and a website designed to put reservations front and center. Within the first year, their social following grew from zero to 3,500, driven by content that felt true to the identity.
Discovery
Brand positioning conversations to define what Savin was and what it was not. Competitive review of the Dorchester dining landscape.
Identity Design
Logo concepting, color and type selection, all aligned to a brand personality that was warm and local without being generic.
Web Build
WordPress site designed reservation-first. Photography-led layouts with a mobile experience built to drive direct bookings.
Social Foundation
Templates, tone guidelines, and a content system handed off so the team could maintain brand consistency independently.
McKenna’s Café
McKenna’s had an existing presence but not a cohesive identity. Their social following sat at 400, their visual language was inconsistent, and the brand did not reflect the warmth and community energy the café actually had inside it.
The goal was to build an identity that felt as welcoming as walking through the door. Something rooted in the neighborhood, personal in tone, and consistent enough to carry across every touchpoint without feeling corporate or manufactured.
The brand system we built, including logo, color palette, typography, and a refreshed web presence, gave McKenna’s a visual foundation that matched their voice. Their social following grew from 400 to 3,200, driven by content that felt authentic because it came from a place that finally had the visuals to match its personality.
Brand Audit
Reviewed existing materials and identified gaps between what McKenna’s looked like and what it actually felt like to be there.
Identity Refresh
Logo refinement, new color palette, and a type system that carried warmth and readability across digital and print surfaces.
Web & Content
Redesigned WordPress site with mobile-first layouts and a community-forward voice built to reflect the neighborhood café experience.
Handoff
Brand guidelines and content templates delivered so the team could maintain consistency without needing a designer for every post.
Vitra Health
Healthcare branding has a specific challenge: the audience it needs to reach, often elderly patients and their families making difficult decisions, needs to feel trust before anything else. Not just competence. Trust.
Vitra Health is a MassHealth home care provider operating in a compliance-heavy, emotionally sensitive space. The brand needed to communicate warmth and professionalism at the same time, speak to a vulnerable audience without being condescending, and hold up across a web presence, printed materials, and internal communications.
The identity system and digital strategy we built became a foundation for real growth. Web traffic increased 120% year over year, and the brand gave the team something credible to stand behind in every client interaction.
Audience Mapping
Identified two primary audiences: patients and families seeking care, and referring providers. The brand needed to speak credibly to both without splitting its voice.
Identity Design
Logo and visual system built around trust, accessibility, and warmth. Color choices deliberately avoided clinical coldness while maintaining professional credibility.
Web & Content Strategy
WordPress build structured for both audiences, with clear pathways for families seeking services and providers looking to refer. SEO-informed content architecture.
Ongoing Support
Brand guidelines and templates delivered to support the internal team in maintaining consistency as the organization grew.
Cabin Fever Comedy
Cabin Fever Comedy launched at the start of COVID, when live entertainment had nowhere to go but online. It was a comedy show born out of necessity and kept alive by a community of performers and fans who had nothing better to do than watch people be funny on the internet.
The brand needed to capture that energy: irreverent, a little chaotic, but with enough visual identity to feel like a real show rather than a group chat. The logo and identity system gave the show something to stand behind across social, digital, and physical merch.
From 2019 to 2022, the show ran consistently with a brand that felt intentional without taking itself too seriously. The merch brought the identity into the physical world and gave the audience something tangible to connect with.
Concept
Defined the tone: funny without being juvenile, recognizable without being corporate. A brand that felt like it belonged to the people making the show.
Logo Design
Developed a mark that worked at any size, from a streaming thumbnail to a screen-printed tee. Built for digital-first use with physical applications in mind.
Identity System
Color, type, and graphic language defined so the show had visual consistency across social posts, show graphics, and promotional materials.
Merch Design
Applied the identity to physical merchandise. Designed for production, not just presentation, with real print specs and file prep included.
Brands that mean
something.
Research before visuals
Every project starts with understanding. Interviews, competitive landscape, positioning. The logo comes after the insight, not before.
Systems, not just logos
A logo without a system is just a mark. Every brand I build comes with the rules needed to apply it consistently across every surface.
Built to be handed off
Every engagement ends with documentation. Brand guidelines and file libraries so the client can keep the brand consistent without needing me for every decision.
Need a brand
built right?
Whether you are starting from scratch or refreshing something that is not working, let’s build something worth owning.