Most founders talk about "finding your niche" like it's a consolation prize, something you settle for once you accept you can't be everything to everyone. I used to think that way too. But a niche isn't a cage. It's a filter, built to let the right people find you and let everyone else walk right past.

In 1998 I said "this style guide sucks" in a professional room at Timex. The room went silent and I was told I couldn't come back. I carried that story as a shame story for twenty-five years. I’d forgotten that wasn't the end of the story.

DIY vs. Professional Designer: How to Know When It's Time to Upgrade Your Brand.

I Am Enough Already & So Is Your Brand

The Story Behind Irish Eyes Design (And Why Logos Are Allowed to Evolve)

Not every logo needs a complete overhaul. See how we refreshed Assured's beloved logo by simplifying it while maintaining brand consistency. Real before-and-after case study.

GiveNKind provides essential products to Chicagoland nonprofits with help from hundreds of volunteers and donating companies across the United States. We designed their original logo 10 years ago and it was an honor to be involved in the rebrand!