Good ideas deserve better execution. I shape ideas into brands you can see, feel, and remember.
Building a brand that reflects the future of intelligent healthcare.
Building a brand that reflects the future of intelligent healthcare.
Self-initiated rebrand for Hagerty's Barn Find Hunter. Designed on spec — adopted by the Hagerty Media team. Automotive brand identity by Lenn Soderlund.
Self-initiated rebrand for Hagerty's Barn Find Hunter. Designed on spec — adopted by the Hagerty Media team. Automotive brand identity by Lenn Soderlund.
Event brand and environmental design for Notable Health's annual healthcare innovation summit. Immersive, location-rooted, credibility-forward.
Event brand and environmental design for Notable Health's annual healthcare innovation summit. Immersive, location-rooted, credibility-forward.
Internal event branding for Notable Health's annual all-hands. A creative sandbox for brand experimentation — play, push, and company culture design.
Internal event branding for Notable Health's annual all-hands. A creative sandbox for brand experimentation — play, push, and company culture design.
Brand system for an open-source robotics platform bridging AI and the physical world. Built for educators, researchers, and makers launching new hardware in 2026.
Brand system for an open-source robotics platform bridging AI and the physical world. Built for educators, researchers, and makers launching new hardware in 2026.
Brand identity for an annual friend group tradition. A rebellion against adulthood, built around tunnels, chaos, and just enough poor decision-making.
Brand identity for an annual friend group tradition. A rebellion against adulthood, built around tunnels, chaos, and just enough poor decision-making.
Concept MLB rebrand reviving the historic Cleveland Spiders name. Rooted in industrial grit, underdog resilience, and the layered history of Cleveland baseball.
Concept MLB rebrand reviving the historic Cleveland Spiders name. Rooted in industrial grit, underdog resilience, and the layered history of Cleveland baseball.
NBA rebrand concept for the Milwaukee Bucks. Reclaims Cream City roots and regional character lost across decades of identity evolution.
NBA rebrand concept for the Milwaukee Bucks. Reclaims Cream City roots and regional character lost across decades of identity evolution.
Packaging and brand identity for a hometown pickle maker in Wausau, Wisconsin. Homegrown charm and whimsy on every label.
Packaging and brand identity for a hometown pickle maker in Wausau, Wisconsin. Homegrown charm and whimsy on every label.
Brand, industrial design, and packaging for Misty Robotics. Includes product development with overseas manufacturing and a reusable modular unboxing system.
Brand, industrial design, and packaging for Misty Robotics. Includes product development with overseas manufacturing and a reusable modular unboxing system.
Brand identity for Torpedo Juice, a craft spirits label from Manitowoc, Wisconsin. Rooted in WWII submarine history, finished with island flavor.
Brand identity for Torpedo Juice, a craft spirits label from Manitowoc, Wisconsin. Rooted in WWII submarine history, finished with island flavor.
Brand identity for Notable Health's weekly all-company meeting. Human, playful, and designed to make internal communication actually feel worth attending.
Brand identity for Notable Health's weekly all-company meeting. Human, playful, and designed to make internal communication actually feel worth attending.
Personal project: a minimalist Sonos speaker concept. Clean form, exposed components, no fluff. Where simplicity meets sonic sophistication.
Personal project: a minimalist Sonos speaker concept. Clean form, exposed components, no fluff. Where simplicity meets sonic sophistication.
