Bringing trust and identity to a new kind of health resource in Tulsa
Connect is a free support program aimed at closing Tulsa’s life expectancy gap by reducing disease and health disparities—specifically among qualifying residents of North Tulsa. Built around deeply personalized care plans, Connect needed more than just a name; it needed a brand identity that could break through skepticism and build real trust.
Building a bold brand for a disruptive cannabis lab
Abraxas Labs is a small but driven cannabis testing startup with one goal: raise the bar for scientific integrity in their industry. While their team of PhD-led scientists had the passion and expertise, their early marketing efforts were scattered and unfocused. That’s where I came in—to help them find their voice, define their position, and create a game plan that would cut through a noisy, lookalike market.
What is a logo Easter egg?
Using the UK Office to show how abstracting something about a business can create something unique and easily recognizable.
It’s fun to break rules.
Branding tells the story. Your logo does not. When you see a logo that includes many visual tricks, you can bet it’s because they’re trying to say too much with the logo.
Stop trying to be so damn clever.
What’s a common problem with many small, blue-collar business logos? They're always so damn literal. Often at the expense of legibility.
Stay Active Oklahoma
Here is a logo and icon set I made for Stay Active Oklahoma, an online resource packed full of videos to help families stay active and healthy while being stuck at home during the height of COVID.
To be cliché or not to be cliché?
You could say that the Design holy grail would be a unique cliché. Something distinctive that is easily understood by everyone.
So bad it’s good.
Is there a word for when things are so naively “bad” that they become charming? Sorta like camp in films.
Funk it. Lean in to what makes you funky.
I don’t think a radical change was necessary. It rarely is. Update and modernize, sure. But why throw away a very distinctive and visual part of the brand’s legacy and heritage? BUILD ON IT!
From first impression to reputation.
A logo is for identification, not communication. It doesn't need to tell a story (your branding should do that). A logo is simply an empty vessel for customers to store their experiences with the company. To potential customers, your logo can set a first impression. To current customers, your logo stores a reputation.