By Design

we are strategic.
we are innovative.
we are human.

we build brands with Soul.


We believe the soul of the brand is its emotional connection to the consumer. Uncovering the brand soul enables the brand to engage the consumer on an emotional level which is designed to connect and communicate in a way that creates desire, elicits joy and builds brand loyalty.

Led by a team of multi-disciplined, strategic creatives who believe in the power of consumer-centric, design-driven branding, our mission is to build Soulful brands through strategic design. Our core values of Creativity, Respect, Honesty, Trust and Courage are integral to our mission, our culture and our client partnerships.



We partner with our clients in all phases of marketing strategy; identifying the opportunity,  target audience, developing positioning, crafting the brand's personality, as well as, creating all communication messages.


BRAND design

Creating touchpoints to establish a holistic brand identity system. The more comprehensive and consistent a brand identity, the more meaningful, ownable, and memorable the brand will be.




Developing innovative, strategic, and engaging packaging design that tells an emotionally compelling story that connects with consumers and engenders lasting brand loyalty.



 Effective, total packaging solutions that enhance brand positioning, protect the contents, and create a strong visual merchandising vehicle for the product that communicates a strategically designed, holistic brand.


Our history

We are celebrating our 20th anniversary this summer. Founded in 1997, we've grown to become the leading creative brand design and innovation agency. Our vision has always remained true from the start, focus on finding the soul of the brand while partnering with amazing people along the way. Stay hungry, stay humble.


Come visit us at our global headquarters. We are located directly across from the Chicago Riverwalk while overlooking the historic Merchandise Mart. We occupy the 4th floor of the Engineers Building, designed by P.H. Burnham in 1929. The 25 story art deco building is considered one of the most  prestigious addresses in Chicago.....sweet!


Our creative Soul-lab is located on our 3rd floor. We launched the Soul-lab to focus on design incubation. We conduct innovation seminars, consumer validation research, small talks, big talks, impromptu rock concerts, while also having a steady stream of Keystone Light and Kentucky Bourbon on hand.

Visit our space and get busy in the Soul-lab.


Brands We've Worked With