Yellow Bike logo on dark blue background


See also: website & film


It starts with a kickoff meeting

A list of options for branding

The process begins with a conversation about what you do, how you do it, and why you do it. Our goal is to better understand the values that will define your brand and clarify the visual direction you would like to take. 

Branding board at the Cultural North branding kickoff session

Built from a shared vision

A brand is not “just a logo.” It is the cuIture that you create in light of your shared values. What you value will determine your vision (what you hope to see) and your mission (what you hope to do to make the vision a reality).

Red circle
Red circle
Yellow circle
Yellow circle

Then we collect visual inspiration

Based on our conversation during the kickoff meeting, we will create four or five collections of various logos, fonts, and photographs grouped together by a shared theme. Your feedback will help us better determine what visual direction you would like to take.


We develop brand concepts

After we determine a visual direction, you will be presented with roughly three unique brand concepts based on your preferences and informed by your values.

Logo concepts
Logo concepts
Logo concepts
The Great Lakes Aquarium logo

We refine to the final brand

Logos are a collaborative process. And presenting three logo concepts is not the final decision time. From the presented options, we look at what colors, fonts, styles and aspects can be tweaked to refine the brand to the final identity that represents the organization.


We set the standards

We don’t want to just give you a logo and then let you figure out how to use it. Instead, we want to come alongside your organization and provide a guide on how to best use all of the visuals and messages


Here are some examples