Tag Archives: branding


BLOOM OBJECT is for people who use flowers in the luxury space.

Nothing remains the same. Change is here, this second. We can shape change, however, steer its direction. Or occupy ourselves with other matters and let outside forces and opinions decide what our brand is.

And bit by bit, it will be destroyed. Or we can be deliberate and intentional and play a critical role in directing what our clients and their customers see.

98% of all the Identity Design you see on a daily basis is poorly designed.

My focus is to bring fresh life into the core design of your business with visuals that increase your value and bring greater delight to your customers.






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)