Seeing as I’m a dog lover, I was more than happy to create a brand for Salon Fido. The client wanted the feel of a classic, retro salon, applied to canines.
The typeface and colors I chose sought to reinforce this concept and I opted to place the dog “looking to” Salon Fido for its grooming needs.
Collateral was designed to create brand awareness and provide an additional income stream to the client.
The objective was to design a versatile logo and website for a diverse group of businesses within the Business Improvement District (BID). The shape of the logo draws its inspiration from a map of downtown Madison, referencing one of the corner streets that borders the capitol.
The guidelines detail how the logo can be used alone and in conjunction with photos and other logos. The colors were chosen to mimic the colors of the seasons in Madison, further reinforcing the local connection.
The Foundation for Madison’s Public Schools’ (FMPS) branding had been established decades ago, however there were no definitive guidelines in place. FMPS also requested an update to their logo, finding the original dated and no longer relevant.
I updated the logo and set up guiding principles for usage. I established their brand colors, discussed how they were chosen and described their controlled usage moving forward.
They were provided with additional principles, documenting proper photo usage, typography, and specifications for digital and printed branding.
The Ehlers-Danlos Society (EDS) of Wisconsin, Inc. is a new non-profit, seeking to educate patients, families, and physicians in regards to the condition. Seeing as I have a family member with this condition, I was happy to oblige as this was a cause I was strongly behind.
Their main focus of the EDS Wisconsin Inc. brand was an image of connections, joining, bridging. The latter of which I chose to focus on. I chose to have the direction of the bridge appearing to start in the foreground and move forward, emphasizing a positive model for the organization.
The zebra pattern is often associated EDS, however the client wanted to avoid using this imagery in regards to the central brand. Seeing as it is so popular, I recommended it to be integrated into the tangible materials that would be collected by interested parties.
I was approached by the Isthmus Dining Company in creating a brand for their new business. Seeing as the owner was a native of Madison, WI, he wanted to feature the iconic Madison isthmus in the logo.
The isthmus you see in the logo is the actual shape and shoreline of the city isthmus. I thought it very important to establish to customers that this was a local food establishment, a “one-of-us” feel if you will.
I opted for a thin, “modern” font and focused on using lowercase letters to reinforce the local “small-town” motif.