selected work

Built with intention.

Two studios’ worth of work would look the same. Two clients’ worth shouldn’t. Each of these began with a conversation and ended with something only that business could have.

01 · a registered dietitian’s practice

Nutrition by TLC

StrategyIdentityCopyWeb
the situation

Terri Caldwell had a full practice, real results with real people, and a web presence that made her look like every other dietitian with a stock photo of a salad. The care she brought to a session didn’t survive the trip to a screen.

the strategic idea

Her practice isn’t about food. It’s about attention, the kind that notices what a person is really asking. The brand had to feel like being listened to: warm, unhurried, precise about the things that matter and quiet about the rest.

the work

Positioning and a written voice first. Then an identity in deep green, cream, and terracotta rather than clinical white, a hand-drawn pattern of the things she talks about, and a site whose every page reads like Terri talking, because the words are hers, shaped.

the result

A practice that looks, on the outside, the way it feels in the room.

see it live: nutritionbytlc.com →
Nutrition by TLC homepage on a phone: deep green, the headline “Nutrition that meets you where you are.”
The Nutrition by TLC wordmark on green, with a hand-drawn pattern of vegetables, hearts, and peace signs
nutritionbytlc — identity and site

02 · bridal hair & makeup, lancaster

Salon 717

IdentityWeb
the situation

A bridal hair and makeup team with a full calendar and a site that didn’t look like the mornings they create. Brides were finding it on a phone, a year out from the day, and deciding in seconds.

the strategic idea

Make the site feel like the wedding morning they promise: calm, a little glamorous, unhurried. The only thing it needs to do is make inquiring about your date feel like the obvious next step.

the work

An identity in black and white with one warm accent, real photographs of real mornings, and a site built around one motion: see the work, inquire about your date. Everything else got out of the way.

the result

Live and working.

see it live: salon717.com →
Salon 717 homepage: a black-and-white photograph of a bride laughing while her hair is done, headline “Where elegance meets effortless beauty.”
Salon 717 about section: “More than hair & makeup” beside a mirror photograph of a stylist at work
salon 717 — bridal & events, identity and site

03 · self-initiated · in progress

Small Hours

Concept

A night-doula collective we invented, because it should exist. We say so out loud.

Not a client. A question we wanted to answer: what would a brand look like for the people who sit with new parents between midnight and six? We’re building it the way we’d build it for a paying client, start to finish, and we’ll show it here when it’s done.

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how it goes

Every project starts with one true thing.

Strategy first

Before anything is drawn, we find the sentence that is true about you and nobody else. Everything after is in service of it.

Identity from strategy

The look is a consequence, not a mood board. If a choice can’t be traced back to the sentence, it goes.

Words that are specific

Copy that could belong to another business isn’t finished. We write until it couldn’t.

Web that carries it

The site is where all three meet the public. It has to hold the weight without announcing that it’s trying.

next

Your work could be next.

Tell us what you’re building. If it’s a fit, you’ll know early.

Start the conversation →