It is how a brand looks, feel, sounds. And most importantly how it connects with customers.

what we do


Branding is the five-sensory expression of a brand; its promises, personality, appearances, sounds and attitudes.

Building a brand is not about a logo, a catchy color palette or a tagline. Building a brand is about understanding its DNA, its core business framework, and how the intangibles translate to multisensory experiences. And ultimately it’s knowing how to manage, nurture and grow the brand to its fullest potential.

A brand expression generally falls within three categories; identity, design systems and communication systems.

Identity System

Developing a visual identity framework that captures the voice, tone and personality of the brand.

  • Logo Package – comprehensive logo system
  • Color System
  • Typography

Design Systems

Developing a design kit that delivers the expression of your brand

  • Visual Strategy – Intellectually and emotionally-charged communication containers delivering a brand’s voice, messaging and promises. Consisting of comps, designs, illustrations, communication deck, visual elements… essentially everything you need to start building and designing your marketing, website, retail space or social campaigns.

Communication Systems

Designed communication and colleteral to clearly deliver your brand’s message and value to your customers.

  • Messaging Architecture – identifying value-rooted communication points and themes as groundwork for communication campaigns.
  • Brand Narrative – content and communication strategy, built upon brand’s messaging architecture, to deliver core promises and values through various channels; communication points, taglines, slogans, advertising copy.

Btw, we don’t do brand guidelines. Guidelines kill a brand. A brand needs to grow, evolve, mature, and change. Guidelines kill serendipity, and stifle a brand’s free will. Sure, we’ll provide a single page how to use and not use a logo.

Elephant and the Dove Skaneateles NY Design Marketing Branding Website

A few recent branding projects

A few of the brands we impacted

The Krebs Skaneateles NY Logo
The Krebs Skaneateles NY Logo
The Krebs Skaneateles NY Logo
The Krebs Skaneateles NY Logo

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Human Centered Design at the heart of every thought, idea, and strategy.

Our work is deeply rooted in principles of Human Centered Design, Emotional Branding and Design Thinking. And our approach to problem-solving and ideation are not only evident in the end-result, but equally in the processes and methodologies that shape and lead up to the solutions. Our capabilities and strengths exist at the intersection of storytelling, art and psychology.