CleanThat
Identity, Web
CleanThat wanted to refresh their visual identity as they changed ownership and expanded their offerings to include both residential and commercial cleaning services. I helped the leadership team articulate their updated positioning and core values, translating these into a brand identity that simultaneously paid homage to their last decade and looked forward to the future of their business. The final system combines a scrappy illustration style with bold, straightforward type — resting at the sweet spot between tongue-in-cheek enthusiasm and old school reliability.
Flavors from home
Packaging
I was contacted to design minimum viable packaging for a mission-driven startup looking to inspire authentic, home-cooked Pan-Asian meals. The brief was to create a bold and quirky, yet approachable, label for product prototypes shipping in summer 2020.
Physically Focused
Identity
Physically Focused is an independent, woman-owned corrective exercise studio in the Bay Area. I worked closely with the owner, Jackie, to understand her vision and motivations for the rebranding process. It was a unique exercise to craft an identity for a founder-led business: simultaneously reflecting Jackie’s person and work. We selected a minimal graphic style, with naturally-lit photography and plenty of white space — leaving room for her clients to envision healing and set up trust in her process.