Our approach
The former Terkel name had a strong story, and it sparked curiosity. Unfortunately, it also caused a lot of confusion and conflict. The change to Featured was part of the strategy to instantly clarify the brand's primary benefit.
We felt a sense of importance to keep the brand language straightforward yet still relatable to the needs of our diverse audiences, consisting of thought leaders, publishers, and investors. This led us to a tone of voice called "Delightfully Direct."
The logo
Featured is a place for experts to share their words of wisdom, and for publishers to get quality ready-to-publish content. The Quote & Cursor brand mark gives users a sense of familiarity by incorporating symbols found in their day-to-day tools.
To ensure this mark was versatile enough to work alongside any publisher’s brand, we paired it with a custom editorial-inspired wordmark.
Visual identity system
Recognizing the pivotal role of human insight in today's tech-driven era, we crafted an identity puts the emphasis on the true magic of Featured – the passionate people fueling the platform's success.
Party in the front. Party in the back.
When it comes to SaaS technology, there's nothing that breaks a user's trust faster than a backend that doesn't live up to the hype of the branding.
In order to maintain brand continuity, and ensure a seamless customer experience, we designed a complete UI design system which we used for Featured's new website as well as their back-end user dashboard.
Instant ROI on branding
Within hours of a soft launch, the social sphere was flooded with fan feedback. All unsolicited and 100% positive. That's cause for celebration!
New name and brand architecture
Nationwide quantitive researchWe established a simplified branded house. By introducing a sub-brand for their enterprise consumers, we helped the parent brand zero in on their education specialty without alienating their corporate and government audiences.
A visual identity designed for growth
In order to match a company that is constantly innovating in the field of education, we developed a versatile visual language that can seamlessly fit into any context. Our color scheme draws inspiration from the interplay between natural growth and modern technology. Additionally, we incorporated a dynamic pattern system that takes cues from the geometry of the brand logo, allowing for endless creative possibilities.
Icons for just about anything
What started as custom icons for the Bluum's core values resulted in the development of a complete toolkit of hundreds of custom icons. We created a detailed set for icons that would be used in larger cases followed by a smaller scaled versions that would work in UI and mobile applications.
New brand architecture
One of the early challenges we needed to solve for was how the Android and Windows segments would work underneath The Intelligence umbrella. Swapping "The" of the parent brand with the platform segments allowed us to maintain the existing "Android Intelligence" namesake, while expanding into Windows and other theoretical segments to plan for future growth.
Our creative direction
The Intelligence takes great pride in providing a personable, practical, jargon-free approach to helping their readers understand and make the most of technology.
Much like a constant stream of falling digital Tetris blocks, the tech world is filled with a relentless flow of information. The Intelligence delightfully distills complex ideas down to their most fundamental forms, making it easier to put the pieces together and see the bigger picture.
Inspired by classic 8-bit video games, this new identity champions The Intelligence’s practical approach to simplifying technology with a dose of nostalgia and amusement.
A bright future ahead
When developing this new brand identity, we knew it was important to capture the enlightening, playful tone of the publication. Additionally, we wanted to pay homage to the original Android Lightbulb logo, which had become iconic to the brand over time. Combining both elements with a vibrant color palette, we created a dynamic logo system that serves as the brand's mascot, as well as a secondary mark for tight spaces.
You've got mail
Although the next generation of The Intelligence spans beyond email, we still wanted to give the newsletters the love they deserve. Using the same 8-bit inspired art direction we crafted two complete sets of email templates — one for free subscribers and another enhanced design system for Intelligence Insiders.
A logo evolution that hits all the right angles
The AKOS logo and typeface were updated to make it more suitable for a development agency that provides sharp scalable solutions. The odd 45.5-degree angles of the container were refined to a perfect 45 degrees, the unnecessary period was removed, and a custom upright typeface was introduced — allowing the mark to scale effortlessly to fit any space.
Systems that scale
The previous brand colors, fonts, graphics, and marketing collateral lacked consistency. We introduced a new primary and secondary palette that represented their team's value proposition and vibrant personality. Then we crafted an entirely new visual identity system using the geometry of the new brand mark.
Scrub smarter
SmartScrubs demystifies inter-department color coding, simplifies uniform management and streamlines the buying process in order to get healthcare pros back to their most important work.
A little bit tech. And a whole lot of fun. The new Smart Scrubs logo is delightfully simple and strong. The iconic lettermark is inspired by bright ideas and lightbulb moments — shining light on a new frontier in uniform management.
A visual identity system that celebrates simplicity
After extensive design exploration, we revived and expanded the SmartScrubs visual identity. Inspired by most popular scrub colors, we tested hundreds of options before landing on the final color system. The result is a versatile and vibrant palette that creates a sense of familiarity for industry insiders.
We then expanded the light rays from the 'Smart S' letter mark into a cohesive design system that injects a little fun and delights into an otherwise mundane and meticulous process.
SmartScrubs was hell bent on shaking up the category. To capture the brand's unconventional spirit we crafted a bold and delightfully unexpected brand experience. Colorful packaging, lifestyle imagery, and a friendly voice give the identity a warm heartbeat that everyone from healthcare administrators to heart surgeons can fall in love with.
In the know, and on the go
From admin and operating room to analog and digital, the new SmartScrubs brand is dressed to fit the needs of every occasion.
Laying The Foundation
We were captivated by how perfectly the Renaissance's approach aligned with their namesake – an era rooted in community, discovery, and continuous refinement. We sought to bridge the gap between the artistic vision and mathematical precision of the Renaissance way. This led to a concept we called The Art of Construction.
Renaissance boasts a keen ability to adapt to any job size or challenge. The Pillar of Excellence logo was meticulously crafted to transform in accordance with the Golden Ratio – a nod to Renaissance’s “Gold Standard” positioning and commitment to rise to any occasion. The new monogram was designed to stand alone or alongside the brand’s new wordmark – a customized variation of Canela by Commercial Type.
Pillars of excellence
Renaissance boasts a keen ability to adapt to any job size or challenge. Inspired by their versatility, we reimagined their existing R monogram to be just as dynamic as their skills. The Pillar of Excellence logo was meticulously crafted to transform in accordance with the Golden Ratio – a nod to Renaissance’s “Gold Standard” positioning and commitment to rise to any occasion.The new monogram was designed to stand alone or alongside the brand’s new wordmark – a customized variation of Canela.
Picture perfect culture
Custom photography helped convey Renaissance's dedication to excellence and artistry. We partnered with our long-time friend and brand photographer, Rachel Smak, to showcase the uniqueness of the only woman-owned construction company in the valley and distinguish it from competitors. These visuals added a personal touch to the website and boosted potential clients' confidence, enabling them to form an immediate positive impression of Renaissance's culture.
Reconstructing the Renaissance digital experience
For a brand where visibility is critical, a new logo would only be scratching the surface. We expanded Renaissance’s mark to build a cohesive visual system that shows up in strength on a website, a job site, and everywhere in between.
Inspired by connection and history
Deeper human connection and mid-century roots became the inspiration for the Bond brand design. Subtle Art-Deco styling and interconnected line work are sprinkled throughout the visual identity to give a subtle nod to the rich history of the Biltmore area and the value Bond creates for its tenants.
A logo system for building signage to mobile app and everything in between.
Bond is an office experience like no other. Packed with more hospitality inspired amenities than any other office building in the state, we knew this brand required a logo system that could go the distance.
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With multiple gathering places within Bond's walls, it was key to bring them together in a way that felt cohesive with the Bond narrative, while allowing each sub-brand to tell its own story.
The Vault
Bond's private underground speakeasy invites members to discover the hidden treasures of deeper connection. Typography inspired by vintage safes carries the brand's story through the entire experience. The Key Master Totem logo plays off of the space's exclusivity while giving a subtle nod to the building's Phoenix location.
Cultivate
Cultivate is a fresh approach to in-office dining rooted in team camaraderie. Its wordmark uses leaf-inspired angles in an art deco style to symbolize organic eats and budding connections. A garnish-inspired pattern system gives every application a fresh finish.
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Our approach
Today's schools and educators encounter diverse cultural obstacles on a daily basis. Propello assists them in confidently navigating contemporary curricula. The brand embodies the Explorer archetype and strives to rekindle a love for learning among both teachers and students. Inspired by the brand’s name, childlike curiosity, and passion for new possibilities, we discovered the brand’s creative platform; Sky’s the Limit.
We leaned into light-hearted imagery and color branding to soar past the competition and land the brand securely in the minds of its target audiences.
A signature Propello Purple palette captured attention in a market of institutional competitors, sparking wonder and whimsy in every user. Imaginative, outcome-focused language carried the brand’s story through every step in the customer journey, while dynamic patterns & hand-drawn elements kept the focus on a higher trajectory.
Designed to delight at every destination
The US market is Propello’s first stop in a journey to become the global standard for educational curricula. From typography that adapts to almost every language, to universally accessible platform colors and design elements, every detail of this visual system was carefully crafted to set the brand up for long-term success.
Social anxiety is the world’s worst pregame.
Guestie makes events more fun by automatically connecting people before a party and eliminating all the "guest work" off the party hosts plate. Channeling our creative concept of Celebrations Without Strangers, we coined the name Guestie to honor the platform's superpower — transforming every guest into a bestie.
A logo and identity that needs no introduction
In creating the new Guestie logo we saw a fun opportunity to utilize it to highlight the platform's features in a delightful way by transforming it into the brand's mascot. With moves like Jagger, Gigi gets down with every feature of the Guestie platform.
We continued the party by pairing this dynamic mark with a bokeh layered graphic system, jewel tone gradients, and imagery so energetic you can practically hear the music playing.
Wingman in the palm of your hand.
To ensure delight at every touchpoint, we seamlessly expanded the visual identity into the product's mobile UI and web application.
Our Approach
As the The Servant Achiever, Edustaff's purpose is to empower every district with the resources they need to thrive. We sought to find a common denominator between scholarly achievement, celebration, and the tools that give Edustaff districts a winning advantage. This lead to a core creative concept we called Graduating To Better.
A Logo With a Ph.D
The graduation cap proved a key element of their previous identity. We wanted to keep its essence because it rightfully symbolized Edustaff’s specialization in education and the success they help their districts achieve. The reimagined “Cap and Gown” logo is an abstract and geometric interpretation, better suited for today’s digital landscape.
Passing With Flying Colors
A new logo was not enough for Edustaff’s brand to cut through the industry noise. We kept the celebration going by infusing their signature blue and gold color palette with a fresh new energy. Then we amplified it with a vibrant expansion of new accent colors and a custom illustration style to give their brand room to grow.
The name of the game
Formerly known as First Touch, Replay's world-class physicians work tirelessly to get athletes back in the game, as if the injury never happened. By understanding the brand's purpose and values, we created an evocative name that embodies these principles. The new name, paired with the tagline "Recover Like a Pro," highlights Replay's unique value proposition and promise to future patients — without the ick factor of its predecessor.
A logo with a competitive edge
Extensive research into the lives of athletes was conducted before crafting the logo and identity system. We immersed ourselves into their habits, mindset, and motivations to gain a profound understanding. Inspiration was drawn from the symbols and visuals that dominate their daily lives, culminating in the creation of the Replay Ribbon logotype.
The most electrifying visual identity in medicine
Replay's identity was custom crafted to highlight its uniqueness. A complete typeface, icon set, and way-finding system were designed, inspired by the Ribbon wordmark. The brand's exclusivity and prestige are represented by a deep black paired with an electric cyan that brings the knock-out punch and highlights the clinic's dependability and friendly care.
Urban eclectic meets the outdoors
We took our research all the way back to the late 1800s when Tempe was originally founded. We followed this up immersive workshops, interviews, and surveys with internal and external stakeholders of today's brand in order to understand the true essence of Tempe. In doing so, one core idea rose to the top — "Urban eclectic meets the outdoors."
Tempe is uniquely positioned at the heart of Arizona, specifically at the confluence of the nation’s fifth largest city and the magic of the Sonoran Desert. Outdoor recreation has always been an alluring aspect of this city. On the urban side, the destination has quite literally grown up in recent years. We set out to capture both aspects of Tempe.
The Bridge of Arizona
The new TT Bridge brand mark captures the essence of connectivity and discovery that defines Tempe. This abstract symbol represents Tempe Tourism as the gateway linking travelers to the city’s diverse experiences. It also reflects Tempe's dedication to bridging cultures, ideas, and communities—encouraging visitors to explore, engage, and connect on a deeper level.
A logo system tailored for local and national impact
We developed a versatile logo system featuring two interchangeable versions of the custom-crafted wordmark. One version was designed to establish a clear identity for locals, distinguishing Tempe Tourism from other similarly named municipal organizations. The second version was created to resonate with prospective travelers, ensuring clarity and recognition in broader marketing and advertising efforts.
Creating connection at every step
The brand mark is supported by a range of graphic elements that extend this visual narrative, including archways and patterns inspired by the architecture of the historic Mill Avenue Bridge. Additionally, a series of pathway designs reinforces the brand’s core commitment to connection, serving as a visual invitation for exploration.
A website built for exploration
The refreshed Tempe Tourism website was designed to feel like the first step of an unforgettable trip. We dialed up the boldness while simplifying the experience, creating an intuitive journey for visitors to explore, dream, and plan. That signature Tempe energy was our inspiration, reflected in eye-catching headlines and interactive features that pull users in with every click. More than just a resource, the site was built to spark excitement—turning interest into action and making Tempe feel like the next big yes.
Stationery that's not so stationary
Tempe Tourism is powered by a team of innovators who embody the city’s vibrant energy and diversity of thought and action. We carried this dynamic spirit through to every asset, including “not-so-standard” productivity, sales, and marketing tools, ensuring that the visual identity system stays as active and engaging as the team itself.
From A to Z and everything in between
The new Zanda name, crafted by the team at Lexicon, was inspired by the rhythm and movement and flow that the brand creates for practitioners. We also found it super clever that the Zanda name, just like the product encapsulates everything from “A” to “Z” “AND” back again. This new name better reflects the full capabilities of the platform which as grown far beyond a calendar, or diary as its called in the UK and Australia.
The new "Zing" brand mark features two fluid lines intersecting at key points to form a Z in motion. This symbolizes the seamless flow and adaptability needed to keep a thriving practice humming with efficiency.
Our approach
Our brand immersion revealed a crucial insight: owners are the DNA and primary provider of a practice. Their role is not just significant, but integral to the business. However, business operations often keep them from doing what they enjoy the most—and that's definitely not paperwork!
Our strategy was inspired by the highly efficient and purposeful life of bees. Energetic and focused, bees excel at completing tasks to make the most of their day. They work smart, never relying on guesswork, and their decisions impact the entire hive. Sound familiar?
The goal of this direction was to infuse Zanda with the same energy and precision. The result is a concept that encapsulates the "buzz" of efficiency that Zanda brings to practice management, enabling practitioners to work smarter, achieve more, and focus on what truly matters.
Busy work meets its match
Bizzy is Zanda's new brand mascot, adding personality and a touch of play to the customer experience. This little bee knows how to get work done, embodying the themes of autonomy, efficiency, and confidence that define the brand. Such a fun, dynamic touch enhances campaigns, website, and internal resources, bringing Zanda’s message to life in a memorable way.
Bizzy also serves as a visual link to Zanda’s Connecting Line element, representing the bee's path—a familiar and meaningful symbol. This ties the brand’s loopy, energetic lines to something tangible, giving them purpose in the design while lending a helping hand everywhere from task management to an AI chat feature.
Tech that tickles the senses
As we designed the visual identity system it was important for us to maintain continuity throughout Zanda's most important brand touch point — the platform. We designed a new UI/UX and component library which was threaded into the website and product interface.
Brand elements made for sticky situations
We expanded our design system with a sweet set of illustrated stickers to enhance user delight. These were designed for in-platform communication, marketing promotions, and in some cases adding some light humor to tough conversations.
Our Approach
The past years of COVID-19 and economic uncertainty have profoundly impacted the design community, with some thriving and others struggling. Many of us persevered by working harder, and for PHXDW 16, we wanted to celebrate this resilience while moving toward a more positive future.
An oasis symbolizes a refreshing space in the desert where designers can relax, gain new perspectives, and revitalize their vision for the future.
This theme emphasizes the importance of rest in design and business. It encourages creatives to reconnect with their original motivations, reignite their passion for the craft, and elevate the industry.
An invitation to inspiration
Creatives often seek inspiration through travel, so this year, we decided to deliver the destination right to their doorstep. We crafted an immersive brand experience that transported attendees to a luxurious tropical resort—an oasis, free from change orders and those infamous “this could’ve been an email” meetings.
An experience that sticks with you.
To ensure delight at every touchpoint, we seamlessly expanded the visual identity into the product's mobile UI and web application.
A passport to new perspectives.
From keynotes to workshops. From speakers to sponsors. Every moment left its mark—literally.
Thank you for flying Attic Salt Air
Welcome to PHXDW. The weather is 79 degrees and sunny. Keep an eye out for hospitality-inspired messaging, travel-themed collateral, and a design system that wouldn’t feel out of place at a chic mid-century Phoenix hotel, we turned every detail into an escape for the senses. We hope you enjoy your stay.
A warm welcome to the weekend ahead
So many incredible Phoenix creatives volunteered to bring this experience to life but a very special shoutout goes to Fabian Tejada, Tony Silva, and Pelican Sound for crafting this magnificent opening sequence video. Sit back. Relax. And get ready for take off.
On the path to better health
Health is a continuous journey, but it doesn’t have to be (and shouldn't be) complicated. To shape our creative direction, we looked at the end user's experience—how the average American employee navigates the maze of healthcare options in their quest for better health.
The key to Solera’s approach is simplicity, so we anchored the brand around the idea that "it only takes one platform" to access a comprehensive digital health ecosystem with high-quality solutions and lower costs. We positioned Solera as the trusted guide on this journey, combining bold innovation with the reliability users need. This insight shaped a creative look and feel that confidently maintains that balance of pioneering and dependable.
The Solera Ripple
A droplet in a vast body of water creates a ripple effect that can be seen, felt and measured for miles.
This mirrors Solera’s role in the healthcare ecosystem: a single, focused force creating lasting, measurable change.
The Solera Ripple symbolizes the brand’s ability to adapt, connect, and expand within the ever-changing healthcare landscape.
A simple, scalable visual identity system
When we met Solera was in the midst of a major growth cycle driven by their sales and marketing teams. They needed a design system that could help streamline the creation and production of marketing assets.
We crafted a complete design system using the brand mark. This lead to the droplet, ripples, and wave graphic devices which paired really nicely with their provocative language.
We anchored this to the Greed typeface and Kings Caslon font to evoke that trust and dependability that Solera has become known for.
Leveling up the digital experience
For an added touch of personality and originality, we developed a complete icon set, infographics, and UI elements which we brought to life through interactive motion. All of these elements were then used to design the new web experience, and laid the foundation for a revamped platform design.
A breath of fresh health
With a new look comes a new voice. In an industry full of trite, red-tape-heavy language, we wanted Solera's brand voice to feel motivating and clear. We crafted strong, purposeful messaging that not only describes what Solera does but highlights what they enable others to achieve. The result is a verbal identity that's a breath of fresh air. Solera now speaks in bold truths and thought-provoking copy, yet is always consistent in delivery and rooted in truth.
Brand & Campaign Support
As our initial engagement with Solera wrapped up, it was clear neither side was ready to part ways. So we stayed on as their agency of record. From sales and marketing collateral to booth designs and brand awareness campaigns, we continue to support their growing team with creative that drives results. It’s been incredibly rewarding to help evolve the brand as the company, and the market, continues to grow.
System ready to scale
As Solera’s condition network grew, so did the need for tailored sales collateral. Rather than reinvent the wheel each time, we built a dynamic template system that let us spin up polished, personalized one-sheets in no time.
HLTH 2025
We unveiled Solera’s new brand identity at HLTH 2024. As the one-year mark approached, we refreshed the brand with expanded patterns and evolved color usage, crafting a campaign that felt fresh and exciting, yet unmistakably Solera.
Simplifying chaos & amplifying credibility
Beyond the name, the brand's structure was also fractured, with each product line having a separate identity, creating unnecessary work.
Attic Salt stepped in to bring focus and clarity. Through our proprietary Brand Seasoning® Strategy Framework, we surfaced a crucial insight: the competition was louder, but they lacked substance. Loud Spectrum had an opportunity to go beyond functionality and offer something deeper: a story that moves people, not just product. This led to a structural shift to a branded house architecture, streamlining operations, clarifying customer understanding, and strengthening brand equity.
A cosmic logo system
Inspired by quasars—the brightest, most energetic objects in the universe— the Loud Spectrum logo system embodies scale, intensity, and discovery, symbolizing molecular innovation with an expanding yet precise form that nods to their scientific expertise.
Paired with a sleek, contemporary sans-serif wordmark, the logo balances cosmic energy with modern precision, reflecting a future-forward ethos. Built as a responsive system, it adapts across formats—from micro labels to billboards—ensuring brand integrity and consistency across all touchpoints. This symbol declares their excellence and ambition to reclaim market leadership.
Visual language built for scale
Anchored in the "Beyond Ordinary" creative direction, the visual language used intergalactic themes as a metaphor for Loud Spectrum's ambition and flavor intensity. A cosmic gradient palette distinguishes product lines while maintaining brand unity. Adelphi, a sharp yet clean typeface, mirrors the quasar logo geometry. The grid-system design ensures consistency and streamlines content creation across packaging, digital platforms, and beyond.
Bringing order to chaos
The product line was vast—over 200 SKUs across multiple sizes, flavors, and formulas. The previous packaging system struggled to scale, and inconsistent design execution was undermining product perception.
We continued the visual identity system across all labels, boxes, and bottles. Each product line received its own color scheme for instant recognition and unified branding. To overcome the lack of photography, we partnered with Mindful Motion for ultra-realistic package renderings, providing assets for e-commerce, sales, and social media. This brought harmony to their product line, streamlined production, and finally aligned their packaging with their product quality.
Redesigning the B2B digital experience
Loud Spectrum's old website was built for transactions, not storytelling. Though informative, the brand was lost. We reimagined their digital experience with a B2B customer-centric architecture. Conversion-focused copy, reflecting a confident and elevated brand voice, was created.
A modular component system enables their team to build and scale pages efficiently. The visual identity was consistently applied across all digital platforms, and user-friendly templates empower the team to create on-brand content independently. Now, the brand experience is consistent, clear, and impactful across every digital interaction.
Our Approach
We began as we always do: in stillness and study. Through AtticSalt’s method branding process, we immersed ourselves in the ancestral symbols, traditions, and matriarchal wisdom that formed the spiritual scaffolding of Folklore.
Our path led us to the ancient civilizations of Mesoamerica; The worlds of the Inca, Mayans, the Aztecs. Our creative direction emerged from the ancient ceremony of beauty and artistry as an offering—a sacred, creative act performed by women who shaped vessels from earth, wove memory into fabric, and adorned altars with flowers. More than ritual. It was a form of communication, collaboration, and creation. This metaphor would become the north star of the brand.
The Ritual
In the ancient worlds, to create was to breathe the divine into matter. Women wove, embroidered, and shaped clay vessels, leaving flowers on altars; their hands built bridges between the human and the sacred. Inspired by Xōchiquetzal, goddess of beauty and creativity, they adorned themselves with flowers, textiles, and quetzal feathers. These rituals inspired Folklore’s emblem: this symbol depicts two women offering a flower—a symbol of art, life, and the ephemeral beauty of design.
A never ending story of culture, people, and place
Every detail of every brand touchpoint was hand-crafted reinforce our core creative concept and create a cohesive story from start to finish. The updated brand language positions every project as a living continuation of the past. Voice, tone, and messaging were rooted in reverence—articulating design not as decoration, but as ritual. Every word honors the studio’s philosophy: that spaces should intimately align with and reflect the people who inhabit them.
Symbols of Story
Before language, there were symbols. History was told through cave drawings etched in stone and colored with pigments of the earth. To honor that lineage, we created Folklore Chronicles: a custom typeface handcrafted letter by letter, blending ancient iconography with contemporary design.
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The continuity of creation
Nothing truly begins or ends. Every act of creation is an offering reborn from the earth. Folklore transforms that ancestral gesture of offering into space and story. Each project becomes a new chapter in a living continuum, where architecture and interiors leave their mark on history — a contemporary ceremony that honors the past while casting a vision for the future.
From chaos to clarity
"Deal, but we insist you meet with our principal team in person," said Ben Rogers (FFKR's newest principal). So, we found ourselves faciliating an initial workshop with 22 stakeholders; a practice we typically limit to six. The session started out chaotic; lots of strong personilites and contrasting opinions. But by the end, all the partners seemed to be singing in harmony.
Turns out the firm wasn't divided after all. We just needed to have the right conversation. The core values that surfaced that week had been quietly powering FFKR for half a century: a relentless commitment to clients, to craft, to community, and to each other. From that moment on, every strategic and creative decision had a true north to point back to.
Forward as one
FFKR's greatest competitive tension were also its greatest opportunity. Smaller competitors leveraged FFKR's size as a liability. So we took the narritive back. With studios and partners across the US, we’ve learned their size is their superpower. We named it the “Goldilocks Effect” – Small enough to be dynamic. Big enough to be dangerously effective.
Forward As One became our creative platform. It captured both dimensions of what FFKR is and where it's going. Forward signals momentum and ambition: a firm looking ahead, empowering a new generation of leadership, earning its place at the national table. As One resolves the internal tension of FFKR's many studios and disciplines. Many minds. Many specialties. One firm. One rallying cry.
The FFKR Foundation
The new "Foundation" logo contains four components uniting to create into a building. This is a nod to the firms founders but also a symbol of their new positioning.
The mark’s upward momentum evokes their mission to shape and grow the people and communities they serve.
Red lines. Not red flags.
Walk the halls of any FFKR office and you'll notice the absence of a common design firm stereotype — the black cloak architect. IYKYK. Everyone we met had an aura of kindness and servant leadership, and we wanted the color and type to reflect that. But the red, black, and sans-serif carried real equity. Rather than replace them, we expanded the system with Glass, Vellum, and Ivy Ora — an elegant, calligraphy-inspired serif that evokes the humanity, intelligence, and creativity that every FFKR team member brings to the drafting table.
An identity system designed for scale.
The previous visual identity depended almost entirely on the wordmark. No standalone symbol, no visual signature that extended beyond the name. Using the new brand mark as a foundation (pun intended), we crafted a library of signature graphic devices — from bold repeating patterns and adaptable image containers to hand-drawn architectural sketches that bring a human touch to the system's precision. This design language became the visual thread woven across the entire brand experience, from print to place.
Cheers to 50 years
With the 50th anniversary around the corner, we needed a solution that could honor the milestone without overshadowing the new identity. We created an expanded logo system that pairs seamlessly with the new brand — designed to live across FFKR's marketing materials and remind the industry that five decades of experience isn't just a number. It's a competitive advantage.
A return to what banking should be
Today, people default to big banks not out of loyalty, but convenience. Money becomes something to avoid. Auto-pilot feels easier… until it isn’t. And when control starts to slip, confidence follows. Financial conversations feel intimidating, so they’re pushed aside and kept in the shadows.
Where larger institutions optimize for transactions, SunWest leads with something harder to scale: human connection, guidance, and trust — a courage to challenge the system. That belief became the driver of our work: to rewrite the relationship people have with their money. Not just how they bank, but how they feel about banking in the first place. To light the path to a better financial future.
Ditching the banking script
We explored multiple creative territories—each pushing against the cold, transactional norms of financial services. One direction stood out; a core creative idea that promises sunnier days ahead and grounds the strategy and identity in optimism, warmth, and trust. At its core, it reminds the organization that the member is the focus. It’s about guiding people toward the financial well-being they deserve, with a banking experience that feels built around possibility.
Sundial Logo
The visual identity illuminates what SunWest stands for and how they connect to members. It extends the role they already play—a source of financial guidance and direction. We anchored the system in the principle: light should be accessible. It reveals, guides, and makes things easier to navigate.
With SunWest acting as that source of light, each step feels more visible, more secure, and more intentional. This was paired with a more human truth—the sense of relief and confidence that comes when your finances are actually in order. A feeling often missing from a category that leans transactional. In response, the identity becomes a visual promise of clarity and empowerment.
A visual system that lights the way
The visual identity illuminates what SunWest stands for and extends the role they already play—a source of financial guidance and direction. We anchored the design system in the principle: light should be accessible. It reveals, guides, and makes things easier to navigate.
Visual language built for scale
Anchored in the "Beyond Ordinary" creative direction, the visual language used intergalactic themes as a metaphor for Loud Spectrum's ambition and flavor intensity. A cosmic gradient palette distinguishes product lines while maintaining brand unity. Adelphi, a sharp yet clean typeface, mirrors the quasar logo geometry. The grid-system design ensures consistency and streamlines content creation across packaging, digital platforms, and beyond.
Photography & Art Direction
With SunWest acting as that source of light, each step feels more visible, more secure, and more intentional. And that, meant stock imagery would have felt inauthentic. We collaborated with Kyle Gilbert and the team at Outfar to capture imagery with a more human truth—the sense of relief and confidence that comes when your finances are actually in order. A feeling often missing from a category that leans transactional. In response, the identity becomes a visual promise of clarity and empowerment.
Cards
The product line was vast—over 200 SKUs across multiple sizes, flavors, and formulas. The previous packaging system struggled to scale, and inconsistent design execution was undermining product perception.
Redesigning the B2B digital experience
Loud Spectrum's old website was built for transactions, not storytelling. Though informative, the brand was lost. We reimagined their digital experience with a B2B customer-centric architecture. Conversion-focused copy, reflecting a confident and elevated brand voice, was created.
A modular component system enables their team to build and scale pages efficiently. The visual identity was consistently applied across all digital platforms, and user-friendly templates empower the team to create on-brand content independently. Now, the brand experience is consistent, clear, and impactful across every digital interaction.
Digital Experience
Loud Spectrum's old website was built for transactions, not storytelling. Though informative, the brand was lost. We reimagined their digital experience with a B2B customer-centric architecture. Conversion-focused copy, reflecting a confident and elevated brand voice, was created.
Branch Experience
Loud Spectrum's old website was built for transactions, not storytelling. Though informative, the brand was lost. We reimagined their digital experience with a B2B customer-centric architecture. Conversion-focused copy, reflecting a confident and elevated brand voice, was created.
