Provvista began as a vision to create beautiful, timeless dinnerware for family and friends — pieces made to be used and loved. Passed down proudly from parents to kids, to their kids, to their kids — on and on.
Their elegant collections draw from centuries of craft and culture, designed to feel enduring rather than trend-driven. They sit comfortably alongside family heirlooms, creating an artfully layered table and a sense of continuity between past and present.
We set out to evolve the Provvista identity to reflect that balance: a brand rooted in tradition, but shaped with a modern sensibility. It needed to feel crafted and time-honoring, yet playful and human enough for today’s hosts and occasions.
When we discovered a lamb in the company archives, we knew we had found the thread that could tie the system together.
A hand-drawn lamb became our maker’s mark — a symbol of provision, heritage, and soft familiarity. It also informed a whimsically-textured pattern used across packaging and print materials.
We paired olive green, drawn from the company’s historic palette, with brighter pastels to create a refined but approachable color palette. A combination of serif and sans-serif typography brought together tradition and clarity, while the photography celebrates both the craftsmanship of the product and the joy of gathering around it.
The TrueMile card program is the smart, simple payment solution for fuel and business-related expenses to help fleet managers and truck drivers get the most mileage out of their bottom line. TrueMile can be used at over 12,000 EFS-accepting truck stops with an additional 75 partner locations across 13 states. TrueMile’s nationwide network is built to deliver savings, security, customer care, and business intelligence all in one card.
The team behind TrueMile asked us to develop a brand strategy that could position the card program as a leading solution in an already saturated space.
We developed the name and visual identity to reflect a brand that feels strong, solid, and smart. The system is intentionally simple and durable, designed to work consistently across a wide range of applications while maintaining a clear point of view.
The primary mark is bold yet understated, using a subtle roadway gesture to signal direction, progress, and long-term growth. We chose a single, hardworking typeface that brings clarity and cohesion across messaging, headlines, and body copy.
Aerial photography introduces a broader perspective — a visual metaphor to see the full financial picture, while a complementary palette of greens reinforces the brand’s position as a modern, trusted business partner.
“Working with Proper was a seamless and highly collaborative experience. From the outset, their team demonstrated a strong understanding of the TrueMile brand and our business objectives, translating complex program details into clear, compelling creative.”
– Nick LaFalce
Second Cup is a mobile espresso bar in Atlanta dedicated to serving up the perfect afternoon pick-me-up. With a focus on quality, community, and good vibes, Second Cup delivers specialty coffee with a laid-back charm that invites connection and conversation.
Our friends at Second Cup recently leveled up from cozy coffee cart to a fully outfitted coffee truck. With this evolution, we had the chance to refresh their brand—bringing it in line with the same spirit, ambition, and welcoming energy that fuels everything they do.
Yesterday we unveiled our new coffee Kei truck! It was also time to collaborate with @properatl to come up with a brand identity to match our ambitions of offering a unique experience for your events. We’ve been working on the truck idea since 2024 and connected with @armobilefl who helped design and build exactly what we had envisioned. Thanks to all of our friends who came to celebrate with us, @lukesbeard for the beautiful photos, and our local roaster @flowcoffeeatl for the beans!
Email us to book for your next event! ☕️
Buffalo Run is a high-end neighborhood built on the doorstep of the Gallatin Mountains in southwest Bozeman, Montana. Panoramic valley views of the Bridgers, Gallatin Range, and Madison Range provide a dramatic backdrop for residences with discerning taste.
Our work was inspired just as much by the wild open space and rugged terrain surrounding the property as the local culture and pragmatic people who call this place home.
The identity leads with sturdy serif typography that blends a feeling of high-end sophistication and Western Americana. The color palette is a combination of warm and natural earth tones that feel at home between the mountain ranges and national parks.
We tapped local photographer Chloe Nostrant to capture Bozeman’s natural beauty and upscale downtown—and illustrator, Josh Diaz, to create some key assets with a uniquely hand-drawn, western feel.
