Ctrl M Health

As the brand that invented the swim-in-place pools category, the Endless Pools legacy was assured, but its expression was fractured. We streamlined consumer and dealer web audiences into one solid online presence, created a comprehensive brand look and feel, and defined clear usage categories and benefit-driven product groupings. The outcome? Endless brand momentum.

With an extensive merger of regional OB/GYN practices, Axia Women’s Health launched a progressive women’s health network. Leading with “Women Deserve More” at the core, Axia’s expanded capabilities translated to comprehensive support for women throughout ages, lifetimes, and generations. With a clear purpose driving their website, collateral, video series, and brand architecture, Axia compelled practice owners, healthcare professionals, and patients to all rally behind one central idea—let’s join together to provide the outstanding care that women deserve.

Hand-crafted bagel, meet hand-crafted brand. With a mighty expansion strategy, Spread faced the challenge of channeling its charm without spreading hospitality thin. Offering a fresh, modern welcome, hand-done illustrations celebrate every nuanced ingredient and honey-boiled step in the Montreal bagel-crafting process. Authentic product shots reveal individual shapes, sizes, and imperfections as proof of a truly original artisanal experience.

It only takes a minute to watch each video. And it only takes a minute to start a vital conversation that could help somebody cope with adversity.

The Koffmans enlisted their guests to help them tie the knot.

Getting behind the wheel of a fully biodegradable, to-scale 1968 VW bus is double-rainbow levels of groovy. To celebrate the 10-year anniversary of their Ceiling Recycling Program at the 2009 GreenBuild show, Armstrong wanted to build green from "flooring" to ceiling. From bumper to bumper, we used structural material that was recycled, recyclable, repulpable, and printable on both sides. After painstakingly illustrating every detail, I only cringed a little post-show when we chopped it up into biodegradable mulch to spread in the surrounding convention center grounds.

In a move to expand convenience, access, and its customer base, AmeriGas seized an opportunity to put its own propane tank delivery service on the map. Instantly, the hassle of driving home with a tank tumbling around in the trunk became a distant memory. Cynch rolled out to needy backyard grills everywhere, with an endorsed brand architecture and a journey-based visual vocabulary in place. After its 2019 launch, Cynch entered 18 geographic markets and doubled its tank goal and budget by year one.

From designing the logo to defining the "so not a dollar store" category, I shaped the Five Below brand from the start. In 2002, the previous owners of Zany Brainy toys had a big idea but needed a face for it—so George’s fit the bill. Quickly, Five Below's wild success and sheer volume of cool stuff outgrew the original store design, so I partnered with the brand on Version 2.0 too, adding chaos-busting categories and a fresh take. Today, Five Below has over 1,700 locations and offers an expanded take on buying power that’s still all about the Washingtons.

With an unstoppable growth philosophy, Penn Community Bank needed to educate people about how mutual banks make a difference. Neighborhood-inspired gridwork, meaningful iconography, and uplifting imagery connected a full range of campaign materials—including print, video, digital, and out of home. PCB captured additional market share with consumer audiences and commercial clients, and that sparked branch and territory expansion. Cue the "Here We Grow" moments for everyone.

Determined to reduce its footprint, Dansko is a footwear brand that treads thoughtfully. With a sustainable overhaul of its headquarters, Dansko carved out a massive outlet location inside its green-roofed, LEED-Gold certified space for the brand to solidify its retail presence. Between poured, polished concrete floors and the elegantly sloped ceiling structure planked with local timbers, every fixture and function used sustainable design materials and methods to establish a retail identity, signage, displays, messaging, and experiential branding.