A determined, woman-led company sought to establish a strong brand with a mission to save lives and challenge misconceptions around the healing power of clinical nutrition.

Naming, Brand Strategy, Visual Identity Design, Graphic Design, Copywriting

Branding, Website Design, Website Development, Marketing Collateral

Selling to health systems is no easy feat. Advocating to change decades-old processes in a hospital setting is even tougher. But these women set out to do just that, backed by a compelling combination of evidenced-based medicine and firsthand health IT experience. We collaborated with the founder to perfect their message and create an upbeat brand to match the spirit of their mission.

Junum Website@2x
Before After
Junum Presentation

Roland Foods

Roland Foods

An 84-year-old food importing company rediscovers its original voice while changing with the times.

Roland Foods Hero

Brand Strategy, Identity Design Refresh, Responsive Website Design, Copywriting, Photography, Printed and Digital Marketing Campaigns

Brand Refresh, Brand Expansion, Website Design, Marketing Support

Roland Foods began with a powerful story of a man who fled Nazi Germany to America and built a company on a hunch about the desirability of dried French mushrooms. After years of dedication, good taste and natural relationship-building, the company grew from a husband-and-wife team sitting in a tiny New York office, to an internationally acclaimed standard in quality commercial ingredients.

Sifting through decades of photos, documents and label artwork, I discovered over 170 iterations of their company logo. Their most recent versions lacked the warmth and vigor that was so evident in their story and colorful illustrated packaging. We resurrected the label artwork and hand drew a new logo from scratch influenced by handwriting and typographic styles of the 1930s.

As a result of our work together, the founder's son shared his gratitude for seeing his parents' legacy honored through the visuals and content on the website. The CEO remarked that I had "helped move the brand forward 20 years," which helped Roland Foods reposition their company from mere importers to strategic partners in food service and product development.

They were now armed with a new identity to use on a variety of marketing collateral and product packaging. I oversaw the design and development of their custom responsive WordPress website, marketing email templates, promotional gift boxes, onboarding documents, presentation templates, and enviable company swag. For continuity after my portion of work was completed, I met with their in-house design team to introduce the brand guidelines and provide the assets to facilitate their continued work on the brand.

Roland Website Wide

To kick off the brand rollout, I printed branded t-shirts, mugs and tote bags for staff and top customers.

I helped to reposition their company from mere importers to strategic partners in food service and product development. Original vintage label artwork served as an endearing visual backdrop, bridging the old with the new, emphasizing dedication to their craft and their loyalty to vendors.

I collaborated with various department heads, from marketing to sales and operations, to develop brand consistency and breathe new life into customer onboarding documents, brand guidelines and marketing collateral.

Lean Design for Startups

Lean Design for Startups

A startup for startups, Lean Design teaches entrepreneurs the importance of clarifying their message from day one and using their limited resources to their full potential.

Lean Design Hero

Product Validation, Branding, Identity, Website Design, Copywriting, Printed and Digital Marketing Collateral

Branding, Visual Identity Design, Website Design, Marketing Collateral, Educational Course Design

Lean Design for Startups is one of our Founder's favorite pet projects. After helping dozens of startups launch and iterate on their products, Kari saw how a lack of understanding about the creative process was costing entrepreneurs precious time and unnecessary heartache.

Kari developed the Lean Design™ brand and wrote, designed and organized the educational content from scratch. She is continually developing new materials to help entrepreneurs design their businesses and products to fit their lifestyle, personality and talents.

This growing collection of educational content is both an exercise in "eating your own dog food" as well as a service to ambitious tech-savvy entrepreneurs. Boiling down over a decade of branding and design expertise into bite-size exercises for the design-challenged has been an incredible experience that has strengthened Kari's love for the design process and its ability to serve people in practical and often life-changing ways.

Lean Design Logo

Lean Design Website

Lean Design Fix Layout

Lean Design Video Tutorial

Lean Design Bus Cards

Lean Design Citizen Guide

Lean Design Quiz 2

Lean Design Course Outline

Bob’s Floor Covering

BFC Hero

Creative Director, Interaction Designer, Visual Designer

Scope of Work
Brand Positioning, Website Design, User Onboarding Experience

A 30-year-old, high-end flooring company elevates everyday environments with their expert guidance and exclusive, curated product lines.

Bob's Floor Covering is an unassuming business in a small, unassuming town in Southern Wisconsin. But, like many companies, there's much more to Bob's than meets the eye. Through the process of modernizing their website, we learned that when the real estate market tanked in '08, Bob Jr. saw the opportunity to grow as a high-end flooring company, adding exclusive lines to his already extensive collection. This move set him apart from his competitors, not only as having the largest showroom in the area, but also as a name affiliated with good taste and high quality for the wealthy homeowners throughout the Chicago and Milwaukee area.

We used the website redesign process to more clearly position their company, constructing sections of content intended to draw in ideal customers and partners. We also enabled their non-technical staff to manage content and estimate requests seamlessly and without fear of losing content or being vulnerable to security breaches. Their online presence finally reflected their company's broad and deep expertise, and their respected relationships with local builders.

BFC_Plot_Audience Segmentation
BFC_Plot_Audience Segmentation Builders

Untouched for eight years, their website didn't just need a visual upgrade, it needed to become a better business tool. We rebuilt the site from nothing, rewriting entirely new content with SEO in mind, hiring a photographer to show off the top brands in their vast showroom, and creating a faster, easier way to provide customers with custom estimates.

BFC Plot Request Form web2

The day we launched the website, the first quote request arrived in their queue. The owner and office assistant were both instantly notified via email, and able to see their prospect's floor plans, measurements and request in one organized list. Before, this would have required multiple back-and-forth phone calls. Now, it was as easy as checking their email.

Little Green Light

Little Green Light

A cloud-based donor management platform provides nonprofits with simple, approachable tech tools to maximize fundraising efforts.

LGL Hero

Brand Strategy, Visual Identity Design Refresh, Website Design, Copywriting, Design, Illustration

Brand Refresh, Brand Expansion, Website Design, Marketing Collateral

After ten years in business, Little Green Light had gained outstanding recognition in the nonprofit world. To accelerate signups, they decided it was time to enlist outside help to express their fun personality and consolidate their message.

Working in-depth with the executive team, we pulled together their values and individual personalities into a simple, potent identity. We paid special attention to the user experience on their website to guide visitors through the product features and benefits, and removing obstacles to encourage user sign-ups.

We expanded their new identity across a variety of marketing collateral, including a custom responsive WordPress website, complete with humorous illustrations and eye-catching animations, as well as digital and printed collateral, including trade show exhibits, one sheets and online ads.

LGL Web Pages

LGL Migrate Data

LGL Logo wMark Lg

LGL Screen Illustrations

LGL Badges & Icons

LGL One Sheet

LGL Banner_Booth



This rapidly growing health data integration company is on a mission to improve healthcare experiences by powering a lean, developer-friendly platform.

Redox Hero@2x

Brand Strategy, Visual Identity Design, Website Design, Website Development, Product Design, Product Development, Print Design, Marketing Collateral, Advertisement Design, Illustration

Branding, Marketing, Website Design & Development, Product Design & Development

When Redox first approached us to refine their visual identity, their team was only five strong. We supported their growth by operating as an extension of their team, providing strategic creative services ranging from illustration to product development. By year five, their total funding grew to $60 million and their staff count increased to 172 people.

Redox Bus Cards 2019@2x
Redox Hoodie
Redox TShirts 2019@2x
Redox Presentation@2x
Redox Lg Whitepaper Covers Copy@2x
Redox Whitepaper Bare Necessities@2x
Redox Bare Necessities Promo@2x

We amplified their desire for clean, minimalist design with bold patterns, friendly fonts and a dynamic color palette to express their upbeat culture and driven attitude.

Redox Podcast Sound Waves

The Redox Podcast Launch

See the work we did for the Redox Podcast launch, including music selection, templated graphics and landing pages.