The Outcome was a comprehensive brand system that operationalizes Huckberry’s dreams of permanence. It isn’t a “new” brand—it’s a truer brand. A kit of parts that allows the team to scale across digital, retail, and print with a unified, sophisticated voice. @Huckberry
New Growth Logo for @huckberry Some pine cones stay sealed shut for years, their seeds locked away. It’s only under the intense heat of a wildfire that the resin softens and the cone opens, releasing seeds into a landscape cleared of competition and rich with sunlight.
A House of Brands works much the same way. Adversities—market shifts, economic challenges, cultural change—can act like the fire, unlocking new opportunities. We took this literally and evolved upward angles and rounded cuts symbolizing the Huckberry ecosystem. From one source, many new growths emerge, building the forest of the future.
@huckberry didn’t need a revolution; it needed an evolution. After 15 years, the brand had reached an inflection point. With new physical retail footprints in major cities and a growing ecosystem of house brands, the visual identity needed to transition from a digital-first startup to a permanent cultural institution.
@rivianofficial x This R1T Content Shoot
Scenic Cruise – the best way to enjoy the water falling on a rainy drive through the Columbia River Gorge is beneath the massive sunroof of the Rivian R1T. - Photographer: @tobygrubb Cast: @annawinter
@rivianofficial x This R1T Content Shoot
Urban Rituals —Follow along with Trey as he puts in a daily run in NE Portland before heading home for the day. - Photographer: @K_____kazu Cast: @treymueller
Financial dominance meets California casual calm. The WCM Investment group commissioned an apparel line for their staff that blends professionalism and personality—tailored fits, breathable fabrics, and a hint of surf. Because leadership at WCM looks a lot more like a life well-lived.
From investor decks to annual reports, we built a visual system that moves like WCM Investment Group itself—intentional, confident, and quietly bold. Every folder, business card, and water bottle reinforces their belief that thinking different isn’t just a strategy—it’s in their DNA.
Financial dominance meets California casual calm. The WCM Investment group commissioned an apparel line for their staff that blends professionalism and personality—tailored fits, breathable fabrics, and a hint of surf. Because leadership at WCM looks a lot more like a life well-lived.
wrote marketing copy for @LightshipRV from an established voice and tone creating a unified voice throughout every touch point, from advertising to social media reels and captions.
had the pleasure of working with @LightshipRV out of Bend, OR to sharpen their verbal brand. In this set, you’ll see the new product naming system and package levels for the AE.1: Atmos, Panos, Terros, and Cosmos.
