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Flux Branding Initiative and Identity
WHO THEY ARE
Flux, where innovation meets exhilaration. A passionate
team of visionaries, engineers, and designers dedicated to transforming the
way you experience riding. At Flux, we specialize in crafting high-performance
electric motorcycles that seamlessly blend cutting-edge technology
with sustainable practices.
WHAT WE DID
We started with developing the Tone of Voice and the Brand Mission.
Technical and Authoritative: Flux speaks with the confidence of deep scientific knowledge and cutting-edge technology.
The language is precise, avoiding jargon to ensure clarity and accessibility, but never at the expense of conveying the advanced engineering behind the bikes.
Environmental and Responsible: The tone communicates a strong commitment to environmental sustainability, underlining the impact that every ride has on reducing carbon footprints. There's an earnestness in promoting green energy and a sense of urgency in addressing climate change.
Innovative and Forward-Thinking: The voice should always look ahead, focusing on how Flux bikes are pushing the boundaries of what's possible with electric mobility. It speaks to an audience that is excited about the future and eager to be a part of it.
VISUAL ASPECTS:
We chose a technical logo, hand drew elongated "wheels or energy in motion" as the brand mark. We then moved on to the brand colors and the typography.
TYPEFACES:
Headline and Primary Font is Roboto - A modern, geometric sans-serif font that exudes professionalism and clarity. It's highly readable and versatile. For the secondary typeface we went with Roboto Slab: A slab serif version of Roboto that adds a touch of authority while maintaining modernity. These went well together with the Tone of Voice and Visual aspects.
COLOR PALETTE:
A few of the brand colors we chose and why. Electric Blue - Represents technology, innovation, and energy.
It's bold and modern. Graphite Grey - Adds a sense of elegance and modernity. It's versatile and works well as a neutral. Solar Orange - Represents creativity and enthusiasm. A little can go a long way in creating a striking visual impact.
TAGLINES:
1. "Ride the Future"
2. "Electric Innovation in Motion"
3. "Sustainable Power, Endless Possibilities"
4. "Efficiency Redefined"
5. "The Next Generation of Cycling"
6. "Clean Energy, Unstoppable
Performance"
7. "Pioneering the Electric
Revolution"
8. "Precision and Power"
9. "Where Science Meets
Sustainability"
10. "Reimagine Your Ride"
Flux, where innovation meets exhilaration. A passionate
team of visionaries, engineers, and designers dedicated to transforming the
way you experience riding. At Flux, we specialize in crafting high-performance
electric motorcycles that seamlessly blend cutting-edge technology
with sustainable practices.
WHAT WE DID
We started with developing the Tone of Voice and the Brand Mission.
Technical and Authoritative: Flux speaks with the confidence of deep scientific knowledge and cutting-edge technology.
The language is precise, avoiding jargon to ensure clarity and accessibility, but never at the expense of conveying the advanced engineering behind the bikes.
Environmental and Responsible: The tone communicates a strong commitment to environmental sustainability, underlining the impact that every ride has on reducing carbon footprints. There's an earnestness in promoting green energy and a sense of urgency in addressing climate change.
Innovative and Forward-Thinking: The voice should always look ahead, focusing on how Flux bikes are pushing the boundaries of what's possible with electric mobility. It speaks to an audience that is excited about the future and eager to be a part of it.
VISUAL ASPECTS:
We chose a technical logo, hand drew elongated "wheels or energy in motion" as the brand mark. We then moved on to the brand colors and the typography.
TYPEFACES:
Headline and Primary Font is Roboto - A modern, geometric sans-serif font that exudes professionalism and clarity. It's highly readable and versatile. For the secondary typeface we went with Roboto Slab: A slab serif version of Roboto that adds a touch of authority while maintaining modernity. These went well together with the Tone of Voice and Visual aspects.
COLOR PALETTE:
A few of the brand colors we chose and why. Electric Blue - Represents technology, innovation, and energy.
It's bold and modern. Graphite Grey - Adds a sense of elegance and modernity. It's versatile and works well as a neutral. Solar Orange - Represents creativity and enthusiasm. A little can go a long way in creating a striking visual impact.
TAGLINES:
1. "Ride the Future"
2. "Electric Innovation in Motion"
3. "Sustainable Power, Endless Possibilities"
4. "Efficiency Redefined"
5. "The Next Generation of Cycling"
6. "Clean Energy, Unstoppable
Performance"
7. "Pioneering the Electric
Revolution"
8. "Precision and Power"
9. "Where Science Meets
Sustainability"
10. "Reimagine Your Ride"


The Stomping Grounds Branding
WHO THEY ARE
Stomping Grounds is an urban cafe specializing in coffee, but also offer some small bites. Their coffee has many options and flavors. What makes this cafe unique is that it has a double life as a live events venue at dusk. They host things like open mics, live music and even karaoke. Their audience is primarily 20-30 somethings but they also attract a certain percentage of 40 somethings that are into art, child-free and are into live events. Located in the heart of the city's Arts District, this cafe boasts unique flavors, vintage industrial exposed brick walls with modern accents, lots of natural light and when the sun sets, ambient lighting and a cozy but energetic atmosphere.
WHAT WE DID
We decided to hand draw the logo to illustrate the "fun" and "uniqueness" that is The Stomping Grounds. We invoked the colors of the star, the coffee of course. For Typography we went with a modern-vintage duo to complement the industrial interior design. Being in the arts district, we wanted to speak to the audience and really try to capture that vibe that they relate to.
Tone of voice and taglines: "Sip, Stomp, Repeat." "The heartbeat of your daily routine" and "Where beans meet beats" We felt using some fun and witty taglines really spoke to what Stomping Grounds was all about.
Brand Video Storyboard:
Our playbook again was to capture that aesthetic, we wanted the viewer to really feel what it felt like to be there, in the moment with Stomping Grounds. To taste the coffee, the food, to be immersed in the atmosphere and feel the excitement that Stomping Grounds feel each day serving the community.
Stomping Grounds is an urban cafe specializing in coffee, but also offer some small bites. Their coffee has many options and flavors. What makes this cafe unique is that it has a double life as a live events venue at dusk. They host things like open mics, live music and even karaoke. Their audience is primarily 20-30 somethings but they also attract a certain percentage of 40 somethings that are into art, child-free and are into live events. Located in the heart of the city's Arts District, this cafe boasts unique flavors, vintage industrial exposed brick walls with modern accents, lots of natural light and when the sun sets, ambient lighting and a cozy but energetic atmosphere.
WHAT WE DID
We decided to hand draw the logo to illustrate the "fun" and "uniqueness" that is The Stomping Grounds. We invoked the colors of the star, the coffee of course. For Typography we went with a modern-vintage duo to complement the industrial interior design. Being in the arts district, we wanted to speak to the audience and really try to capture that vibe that they relate to.
Tone of voice and taglines: "Sip, Stomp, Repeat." "The heartbeat of your daily routine" and "Where beans meet beats" We felt using some fun and witty taglines really spoke to what Stomping Grounds was all about.
Brand Video Storyboard:
Our playbook again was to capture that aesthetic, we wanted the viewer to really feel what it felt like to be there, in the moment with Stomping Grounds. To taste the coffee, the food, to be immersed in the atmosphere and feel the excitement that Stomping Grounds feel each day serving the community.


ST. RISE LUXURY BRAND
WHAT WE DID
Branding study for a Luxury Brand. We wanted to explore every aspect of this brand - how they would integrate a not-so-typical loud color into their identity and what typefaces and patterns they might use and how that would all tie in back to the logo and the overall aesthetic.
Branding study for a Luxury Brand. We wanted to explore every aspect of this brand - how they would integrate a not-so-typical loud color into their identity and what typefaces and patterns they might use and how that would all tie in back to the logo and the overall aesthetic.


Carrabba's Italian Grill® Valentine's Day Campaign
BRIEF
Using their brand guidelines, they were wanting to highlight new dishes rolling out for the holiday of love in both an email and social posts.
WHAT WE DID
Carrabba's Italian Grill® celebrates Valentine's Day! The goal for this campaign was to be cute-sy with the brand dish images and make them into mini valentine's. They are also highlighting new dishes rolling out for the holiday of love in an email for customers.
Using their brand guidelines, they were wanting to highlight new dishes rolling out for the holiday of love in both an email and social posts.
WHAT WE DID
Carrabba's Italian Grill® celebrates Valentine's Day! The goal for this campaign was to be cute-sy with the brand dish images and make them into mini valentine's. They are also highlighting new dishes rolling out for the holiday of love in an email for customers.


Cantata Coffee Roasters Branding
BRIEF
Cantata Coffee Roasters is a coffee shop that roasts its own beans. They wanted organic imagery and textures but they leaned towards a minimal style.
WHAT WE DID
Exploration of branding for an artisan cafe/coffee shop that roasts its own beans. We wanted to keep this minimal while using some nice abstract patterns. Everything from the colors to the patterns - We wanted the end user to visualize the coffee to the point they can almost smell it just by looking at the branding. Utilizing yummy textures and macro-shots, this project made us yearn for a tall cup of brew.
Cantata Coffee Roasters is a coffee shop that roasts its own beans. They wanted organic imagery and textures but they leaned towards a minimal style.
WHAT WE DID
Exploration of branding for an artisan cafe/coffee shop that roasts its own beans. We wanted to keep this minimal while using some nice abstract patterns. Everything from the colors to the patterns - We wanted the end user to visualize the coffee to the point they can almost smell it just by looking at the branding. Utilizing yummy textures and macro-shots, this project made us yearn for a tall cup of brew.


Valiant Network Security
BRIEF
Valiant is a Network Security company that approached us to help them craft their brand to stand out in a landscape that is saturated with similar brands. Witty, serious, strength.
WHAT WE DID
Its personality is inspired by Medieval knights, castles and the art of battle. In the forever progressing digital landscape, battle tactics need to constantly evolve and reach new heights. Knights were the symbol of bravery, strength and skill in battle. They were often employed to defend the weak and vulnerable as well as protect assets; your domain. Your company is your asset, it should be protected by the same prowess Medieval knights exuded over the land in ancient times. We went with a bold color scheme, that included a few brighter colors to be used as highlights. The art style we went with was more of a surreal comic type to inspire a narrative that went beyond the ordinary. To use fantasy-like art, We felt we could take the audience on a journey into the past realm we're invoking within this brand. we wanted all taglines to be serious and strong, yet make references to the past and still tie them into modern times..
Valiant is a Network Security company that approached us to help them craft their brand to stand out in a landscape that is saturated with similar brands. Witty, serious, strength.
WHAT WE DID
Its personality is inspired by Medieval knights, castles and the art of battle. In the forever progressing digital landscape, battle tactics need to constantly evolve and reach new heights. Knights were the symbol of bravery, strength and skill in battle. They were often employed to defend the weak and vulnerable as well as protect assets; your domain. Your company is your asset, it should be protected by the same prowess Medieval knights exuded over the land in ancient times. We went with a bold color scheme, that included a few brighter colors to be used as highlights. The art style we went with was more of a surreal comic type to inspire a narrative that went beyond the ordinary. To use fantasy-like art, We felt we could take the audience on a journey into the past realm we're invoking within this brand. we wanted all taglines to be serious and strong, yet make references to the past and still tie them into modern times..


Carrabba's Italian Grill® Seasonal Specials Menus
BRIEF
Using our brand guides, create menus that consistently and precisely illustrate our seasonal specials.
WHAT WE DID
Carrabba's Italian Grill® offers many seasonal and special occasion menu items. We helped them lay out and envision the customer-facing menus that highlight each special and new dish.
Using our brand guides, create menus that consistently and precisely illustrate our seasonal specials.
WHAT WE DID
Carrabba's Italian Grill® offers many seasonal and special occasion menu items. We helped them lay out and envision the customer-facing menus that highlight each special and new dish.


Cigar City Crossfit T-Shirt Graphic
BRIEF
Cigar City Crossfit approached us with a photo they wanted illustrated and put onto an promo t-shirt.
WHAT WE DID
Cigar City Crossfit is a popular Tampa-based gym that gets involved in many community events. A lot of the projects they give us are one-offs and sometimes silly. Longtime clients of ours, they trust us to help bring their creative visions to life. We took this photo they supplied and ran with it.
Cigar City Crossfit approached us with a photo they wanted illustrated and put onto an promo t-shirt.
WHAT WE DID
Cigar City Crossfit is a popular Tampa-based gym that gets involved in many community events. A lot of the projects they give us are one-offs and sometimes silly. Longtime clients of ours, they trust us to help bring their creative visions to life. We took this photo they supplied and ran with it.


Rocko's Modern Burger
BRIEF
Rocko's Modern Burger. Think retro, think diner days-of-yore for the outward appearance of this fast-casual burger and sandwich joint. The food is far from ordinary, with chef-inspired dishes and fusions you hardly would find in most modern casual concepts.
WHAT WE DID
We wanted to capture the feeling of an old fashioned diner, so we incorporated some rust textures to go with the vintage color palette. We wanted to focus on the food, the food is unique so it needed to be the hero, the main focal point. We chose the two man fonts in the logo because of the invocation of 1950/60s they brought forth.
Rocko's Modern Burger. Think retro, think diner days-of-yore for the outward appearance of this fast-casual burger and sandwich joint. The food is far from ordinary, with chef-inspired dishes and fusions you hardly would find in most modern casual concepts.
WHAT WE DID
We wanted to capture the feeling of an old fashioned diner, so we incorporated some rust textures to go with the vintage color palette. We wanted to focus on the food, the food is unique so it needed to be the hero, the main focal point. We chose the two man fonts in the logo because of the invocation of 1950/60s they brought forth.


v4v Social Network Branding
BRIEF
Same-sex dating website in need of a fun, relaxed and approachable identity. Client keywords: quirky, witty, flirty
WHAT WE DID
We developed the logo, branding and tone of voice for V4V, a same-sex dating website that needed a quirky and witty edge. Personality was to be laid-back, fun and approachable. We shaped the way the brand would speak in advertising and externally; flirty but not vulgar, funny and witty. We sourced a handful of concept and lifestyle imagery to support the uniqueness of this brand.
Same-sex dating website in need of a fun, relaxed and approachable identity. Client keywords: quirky, witty, flirty
WHAT WE DID
We developed the logo, branding and tone of voice for V4V, a same-sex dating website that needed a quirky and witty edge. Personality was to be laid-back, fun and approachable. We shaped the way the brand would speak in advertising and externally; flirty but not vulgar, funny and witty. We sourced a handful of concept and lifestyle imagery to support the uniqueness of this brand.
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