https://goodsense.consulting/Saint-Kate-1 2023-11-16T18:41:35+00:00 always 0.5 https://freight.cargo.site/t/original/i/368e6fdbb0f635045a772c6827bcced0af041c7b337db16d0d795d545cbd6e5d/sk-8.jpg https://freight.cargo.site/t/original/i/efb49ea8cc79a8943a4c17b374e783f65f454a3d27f5ca8c4ae36dbe478dfda9/Type-System_Artboard-68-copy-18.jpg The One Design team laid the groundwork for Saint Kate, a brand new boutique property in Milwaukee that is redefining how people experience hotels; as well as how visitors from near and far approach, celebrate, and support the arts and the spirit of the creative process. https://freight.cargo.site/t/original/i/a20baca9189b84cf4426b17cb6dba0b124343b820ab92649f65c278307d2f813/Compendium-Mockup.png https://freight.cargo.site/t/original/i/7039130c6844fc15cd60635663dd6780d95eef0ddc238e033cb8cd2d54f35b93/sk-2.png https://freight.cargo.site/t/original/i/559d2769a12780d66ed143a371f81e4413d231c98811917fdb434a3e4ba98ed5/Asset-Update4.png The weeks we spent in the field gave us an opportunity to have interactions and deep conversations with Milwaukeeans from all walks of life, representatives from local arts and community organizations, hospitality experts, and travelers alike—all with the goal of teasing out not only what an arts hotel could be, but what one should be in Milwaukee.  Once we synthesized our findings, we developed the brands’ positioning, name, voice and tone, launch strategy, and visual expression. I—along with Strategist & Writer Liz Olson, Associate Director at One Stacey Donaldson, Design & Strategy Director David Sieren, and Account Director James Johnston—created a hospitality experience that acts as a cultural and ideological bridge in the city. https://freight.cargo.site/t/original/i/674d60abbeed04170e2b59bc405d0239fb34d2b0ddf767528438b633bddf3375/sk-6.png https://goodsense.consulting/Wilder-Fields 2023-03-14T20:30:43+00:00 always 0.5 https://freight.cargo.site/t/original/i/fedc07cc7bb243d34d4c8d0be24ebba331f411e40c958684620bcfb90ce43cff/Wilder-Fields-Press-Release-0727204.jpg Wilder Fields is a technology-enabled food company vertically-growing greens in Calumet City that prioritize exceptional flavor, texture, and cleanliness all while positively impacting our communities and our planet. https://freight.cargo.site/t/original/i/162910380c93d7bf7f3c69a9c751ecd485ca0b2cd35ceb30160ddb0de2109b71/WFCS-Social-04-2.png https://freight.cargo.site/t/original/i/ddef7a31930dd6dbb0fd5d13a835bb039db996e13f5ae942602e408f1808b414/WFCS-Social-05.png https://freight.cargo.site/t/original/i/912897841bd54439e669d2c9a4f06d15ab859d17eeb41b01e05298b38f83c871/Wilder-Fields-Press-Release-0727208.jpg https://freight.cargo.site/t/original/i/117b985989b817ac4335138119f3a9e535d144d8b93a3c23f4435f26f52d865b/Wilder-Fields-Press-Release-0727206.jpg Formerly known as Backyard Fresh Farms, I was able to help craft the Wilder Fields brand from start to finish alongside Associate Creative Director Stacey Donaldson, Junior Designer Nick Rissmeyer, Account Director Robyn Paprocki-Woodford, and Project Manager Stacey Shintani. We conducted a discovery workshop with stakeholders and research with target audiences to inform the brand’s unique positioning strategy, messaging plan, name, identity program, and packaging system. https://goodsense.consulting/Distant-Community-1 2023-03-14T20:30:15+00:00 always 0.5 https://freight.cargo.site/t/original/i/77e3972faa21018e468869036392a39318208fee31818550793bd7d70f35bcd0/distantlogo.jpg Distant is a vibrant, vulnerable digital community that inspires easy-going exchange. A Slack community composed of a diverse set of makers, artists, and creatives—industry, years of experience, POV, and career ambitions considered. A place that's open and honest, casual, and willing to evolve and morph to what members want and need. https://freight.cargo.site/t/original/i/e535fd3c1a95a4b86cdaaff41cabdb78dcfd7de2ed39847033aa769da84052c9/Can-I-Show-You-Something_-Google-Workspace---Eventbrite-Banner.jpg https://freight.cargo.site/t/original/i/ed722b21b1174bc5f2205115b451f4d4ccbfee6c58ddd560a14d7cf47af3e2a1/distantsitebackground9-38.png https://freight.cargo.site/t/original/i/8a4714ece0ffc9815e87d1a84d784a7ff41e76da3e53bc06094e006c34f8b5ad/Can-I-Show-You-Something_-Google-Workspace---Eventbrite-Banner.jpg https://goodsense.consulting/Landkind-1 2023-03-14T20:29:37+00:00 always 0.5 https://freight.cargo.site/t/original/i/bb917b333bd213ac6004ec2f2d3a52df0f4b5c3a2f4c69f46ae4f9fcb55eed6c/landkind-case-study-7_2022-08-17-200555_hoyf.png https://freight.cargo.site/t/original/i/e2d9889c375ff7632079424c8489657b12553b813724c4fd864007a5a0c6aec6/landkind-case-study-3_2022-08-18-000808_ombd.jpg DoubleRainbow Biosciences is a sustainable healthcare company that harnesses the power of nature to create pharmaceuticals and nutraceuticals that advance the health of people and the planet. After One Design crafted the DoubleRainbow brand, their team asked us to do the same—and more—for their first consumer-facing product brand. Together, we created a positioning strategy, company name, extendible product naming architecture, visual identity system, packaging design program, ecommerce website, and social media campaign to launch a comprehensive consumer retail experience. https://freight.cargo.site/t/original/i/3e280a4768fa428b81aa816e19aae6a18464a68d90d4ebfe00a529a7b0cac457/landkind-case-study-18_2022-08-18-001122_sxxw.jpg https://goodsense.consulting/Truth-Be-Told 2023-03-14T20:28:58+00:00 always 0.5 https://freight.cargo.site/t/original/i/204769c2ec46876b06dad1ccd5326f00402d4ebc93f3fac9a10c1f57770d441e/119A1771.png https://freight.cargo.site/t/original/i/23ce5fafebbfa6b79aede5227e95093011ef28f604bae9f1f4e53ad58271da2b/Screenshot-2023-02-21-at-11.29.36-AM.png https://freight.cargo.site/t/original/i/b9f655320957fb4ebae2e229711460e254eb488dc82b8e3069044c4d6962c78c/119A1736.png By way of a name and visual identity system, my colleagues at One Design and I blended the warmth and energy of an English countryside tavern with the contemplative nature of a prestigious academic institution for Study Hotel’s newest food and beverage destination on UChicago’s campus. Specifically, we embraced what makes gathering and enjoying a satisfying meal all the more interesting—candid conversation. https://freight.cargo.site/t/original/i/fd3532de00e49151fa2e4527f17b48036ed6179ccbd5a4954e1da9c4aa75dbb5/119A1609.png https://goodsense.consulting/Slowly-Surely-1 2023-03-14T20:27:19+00:00 always 0.5 https://freight.cargo.site/t/original/i/6b61f78584506ab3fd94e2d3a4f4854d86825df34ee8f197f1ca0e2b09257dcc/Frame-173.png https://freight.cargo.site/t/original/i/e0158c1a61eb4a8e75b4aabce315ecfb99e6052c4e2846decc9eb884fa23e4ce/Screenshot-2023-02-21-at-11.40.07-AM.png Kayla Reda, LCPC, is an EMDR-Trained therapist who works from a holistic point-of-view—incorporating the many parts of one’s experiences to tailor and meet each client’s needs uniquely and genuinely. Through examination and reflection of one’s emotions, her goal is to help foster growth, change, and balance. https://freight.cargo.site/t/original/i/354b99cebaf581b5e64c0aefde10696e85cb9df27a01d1958eb32fa2e2ca57cf/Frame-41.png Together, Kayla and I worked together to craft a name and a body of language that captures her therapeutic philosophy while still flexible enough to hold all of her bright, shiny, future endeavors. And paired with an approachable, warm visual identity by Zelda Galewsky, potential clients are encouraged trust their health-minded intuition (at their own pace, that is). https://goodsense.consulting/Polly-Wales-1 2023-11-06T18:39:18+00:00 always 0.5 https://freight.cargo.site/t/original/i/b72a24e525e6666d91aed527d292e9051576db1b67bad30a2d6c51d257a3e09a/7.PNG https://freight.cargo.site/t/original/i/f9212ecbec50d7b07d851b75b250bc61b431d50b5326b93ccd95e4e61acc1d5f/10.PNG https://freight.cargo.site/t/original/i/9baaab537f1405660af682c2a952dfa2929f78e7037ae7e948f43c86ef2edf92/Screen-Shot-2022-10-03-at-11.08.21-AM.png Polly Wales is a design house whose one-of-a-kind, Cast-not-Set, fine jewellery defies the status-quo without restraint. Their philosophy is rooted in empowering everyone to joyously embrace rebellion; they believe the objects they make should be worn and enjoyed, period. What started as a single ask for updated website copy became a lovely, lasting partnership. https://freight.cargo.site/t/original/i/161d53d2017475d129ef88182a9dcc4c75aa7c530e7e11c00fb3443ee33a4658/Screen-Shot-2022-06-19-at-6.05.19-PM.png Working directly with Polly and Sales Manager Lia Beauchemin, we crafted a brand positioning platform to direct all future brand communications—email campaigns, social media announcements, an employee handbook, and a net-new website to name a few activations. https://goodsense.consulting/Sprtizi 2025-03-19T19:30:47+00:00 always 0.5 https://freight.cargo.site/t/original/i/5b516325769622a1e3e2e7cb4c9313d99748b4545ca9284bfba51ff73775cd8e/Screenshot-2025-01-20-at-12.48.35PM.png https://freight.cargo.site/t/original/i/8b2781decf82ae3f8f42e988ec4496e0a9cbecc4511e6a9d7b1ff9e7a055d4b9/Screenshot-2025-01-20-at-12.49.04PM.png Spritzi's world is one where coffee transcends tradition. They make it happen by being a catalyst for compelling coffee experiences. Designed for modern coffee drinkers craving a midday pick-me-up, Spritzi blends a medium roast brew’s rich, bold notes with the bright, effervescent lift of real tonic and full-bodied flavors. https://freight.cargo.site/t/original/i/5f54e66bdd9aa73c60f05bf0310084fbfab665ef99911e42a208ebfb3e084c38/Screenshot-2025-01-20-at-12.53.36PM.png https://freight.cargo.site/t/original/i/10712bea54c702cac8b03e449d502cf251c8336a86eb9e1beee1498b00a12378/000091860009.jpeg https://goodsense.consulting/Trusty 2025-09-02T15:26:41+00:00 always 0.5 https://freight.cargo.site/t/original/i/5234f6147f3d05f684c8c80624a891f8a392b114ad8ffc522bfeac74bea22594/Screenshot-2025-03-19-at-11.20.28AM.png In addition to the emotional and ethical appeal of the name, 'Trusty' is memorable and easy to pronounce. In a market companies have more complex or technical names, a simple, approachable name like 'Trusty' has sticking power. The name's simplicity also makes it versatile, allowing for easy branding and marketing across various platforms. https://freight.cargo.site/t/original/i/5ca03fe73d7d82b3523224c4d08b7d8c5e442d56ca69a51191cd7fa8f1b31ade/Screenshot-2025-03-19-at-11.20.57AM.png A former client was looking to engage in a naming sprint for a new aging-in-place company and offering. Why 'Trusty?' It's reliable, dependable, tried and true. Consistent, high-quality service over time. Dedicated to safeguarding the well-being of their clients. Always there when you need them. No matter what. https://freight.cargo.site/t/original/i/75871acf0dc09e3333ebc97064f49db633e5bf6f18663d66bac1b4f597752f2c/Screenshot-2025-03-19-at-11.21.56AM.png https://freight.cargo.site/t/original/i/649d2b8faac59578b776395c813288292bd14dd7734700d5eadf209c8764b6c7/Screenshot-2025-03-19-at-11.22.05AM.png https://goodsense.consulting/LanzaJet 2025-03-19T18:16:48+00:00 always 0.5 https://freight.cargo.site/t/original/i/9fbfe872bf8793200654b6b7e01e0430442d42a1bb560cadf2b01f7df3c17da9/Screenshot-2025-03-19-at-11.27.59AM.png https://freight.cargo.site/t/original/i/e13c32450ce1391b18de011474ea94722928e583591082b3eb814868dc937e1c/LJ_black_Logo.jpg https://goodsense.consulting/Cassette 2025-11-05T17:02:40+00:00 always 0.5 https://freight.cargo.site/t/original/i/e628b693355a1a7132bb8d7071a249112db466faaff1a4389b00d5f11d32cd76/ABOUT.png https://freight.cargo.site/t/original/i/538236d229d322a1eaf75bf729842d1e74c58f9cf6331cebe00bcc19908057dc/ETHOS.png https://freight.cargo.site/t/original/i/24ba9d94b9441df64ee79f9787d4ae8d9680ab4a442995b1d1a66bde81574fd3/HOME.png https://freight.cargo.site/t/original/i/9c969014621d9979a664b5c165514a5bfd486baff74aa606531138a4931ff550/MANIFESTO.png https://freight.cargo.site/t/original/i/5de7c7dd5a173f9abe8a787656c25abd74c9ed26c0c4be0842e681c3b3b325f5/CONTACT.png https://goodsense.consulting/Info 2026-03-10T03:09:47+00:00 always 0.5