Category Archives: Branding


I Help Flower Lovers Grow Up

The world is suffused in undifferentiated creative businesses. What the world needs, what high quality clients are willing to pay for, and what our designers want to develop and deliver, is deep expertise. Expertise is the only valid basis for differentiating ourselves from the competition. Not personality. Not process. Not price. It is expertise and expertise alone that will set us apart in a meaningful way and allow us to deal with our clients and prospects from a position of power. This body of Precious Projects deals with flowers and their power.

What would happen if there was a release of incredible energy, functionality, and beauty into your products, services, and experiences such that you are pulled from the sea of competitors, toward your place in a prestigious domain?

Identities — which are design systems — contain this promise. It’s how luxury markets are captured and held, it’s how clients pursue them and stay loyal. Brands that have an addictive quality are hard create and hard to resist. They find and retain buyers.

When a client meets the Path of Least Resistance, this is where form and experience design have made buying faster, more satisfying and rewarding than not buying.


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BRAND MANNERS: Untwisting Complexity in Life Sciences and Healthcare.

The project’s first phase was to name and visually brand two new companies. The second phase takes place once construction of a new seven-floor building has been completed and the branding can be continued into the interior architecture in mid-2018.

With extensive experience and degrees in both law and medicine, the founder is uniquely positioned to lead a team that will grow close to one hundred experts in the healthcare and life sciences arena. I wanted to service this focused positioning with a spectacular brand language.

After I assembled nearly two-hundred names. HELIX was the most appropriate to the business, described by its tag-line, “Untwisting Complexity In Life Sciences and Healthcare.”  The name VESTEX was chosen for the second company in the business of venture capital.

For the visual element I chose the Coxeter Helix, a tetrahelix with outstanding visual potential and power. Every part of the visual identity uses the element designed using this helix as its source. This is the client’s core branding.

For HELIX and VESTEX I configured the helices into humanist forms, that would remain faithful to their wide and deep meanings as well as their visual excitement and flair. The helix element is scalable, enabling massive roll-out into architectural applications.

What the client has gained is an alphabet — a language — that can scale into a virtually limitless library of ideas and imagery that integrates into environments, services, and products for years to come.

(more on Graphic Design Page)