First Leaf

Firstleaf is a one-of-a-kind service that tailors wines selections to your personal taste and offers a smarter way to discover wines you’ll love. They bring hard-to-find gems from around the world and reserve these exclusive, small-batch wines for their members. Each bottle is not only the best; it’s the best for you because they select only custom wines from the world’s greatest vineyards and match them to your tastes.

We worked with co-founders, Philip James and Erik Steigler to design the end-to-end online experience and the core visual brand identity. The target audience for the service is an older sophisticated wine connoisseur and a younger wine enthusiast. With this broad user base, the service required an extremely accessible design system. We focused on mobile first with a simple, yet elegant interface designed to increase engagement. We wanted to humanize the product recommendation engine and put the emphasis on micro interactions and a distilled set of core user tasks.

The visual brand identity was designed to represent the best-of-breed product, curation, and service that the company offers while also showcasing it as an aspirational and trusted brand. The logotype is a customized wordmark in which the lowercase ‘i’ also reads as a numeral ‘1’ and nods to the name of the service. The triangle logo visually symbolizes a bunch of grapes and represents the unique service differentiator of six bottles (instead of the traditional case of twelve) that are featured in every box shipped.


Led by founders Marissa Sackler and Simon Isaacs, Beespace is a new concept nonprofit incubator, helping to identify and launch the next generation of innovative nonprofits. By providing shared services, office space, and support from a dynamic community of innovators and leaders, Beespace is poised to launch the best and the brightest nonprofits looking to Profit the World.

We worked intimately with Interim Executive Director, Simon Isaacs from the ground up to develop the brand from the core brand positioning and brand manifesto to the visual brand identity, print collateral, website design, and office branding. We crafted an aspirational brand motto, Profit the World that champions the values, purpose, and intent of the organization. Alongside this process, we developed the core brand identity looking to distill all Beespace has to offer into a visual brand language from the logo and typography to the photography direction and icon development. It was essential that the visual identity embodied the progressive spirit, vibrant nature and energetic intentions of the organization.

One of the most exciting pieces of this brand is the Profit the World mural created to live permanently in the space. The mural is a dynamic and abstract expression of the internal ethos, energy, and values of the incubator and is a visual feast to enjoy and inspire over and again.

We are honored to be a part of bringing this incredible brand to life and look forward to continuing to support the organization and it’s incubees as they forge forth to Profit the World.

Blue Hill

Blue Hill brings a taste of their exquisite, award-winning dining experience to your local dairy aisle with the launch of their savory yogurt line, Blue Hill Yogurt. Laureen Barber, co-owner and Design Director of Blue Hill, approached us to work with her to bring this exciting brand to life in the yogurt branding, packaging, print collateral, and website design. It was important to Laureen that the brand felt authentic to the Blue Hill brand and that it had it’s own unique identity that would stand out in a crowded yogurt dairy aisle.

From our first meeting, we were mutually inspired by the aesthetic of a vintage seed packet line for the yogurt brand and packaging. The artisanal quality of the packets meshed with the farm-to-table Blue Hill brand and felt like a natural direction for this product line. We worked with the talented Mary Woodin to craft vegetable illustrations and brushstroke lettering for each flavor. Juxtaposing the warmth of the illustrations and the cool slate struck the right balance of authenticity and refinement at the heart of the Blue Hill brand. We added level of whimsy and depth to the product experience by adding a surprise message underneath the colorful and vibrant lids.

For the product launch, we worked with Laureen and her team to develop a press kit package utilizing wooden boxes filled with samples of each flavor in small weck jars and a stack of cards that told the story of the brand and introduced the flavor profiles: Beet, Carrot, Tomato, and Butternut Squash. We worked with photographer, Ben Alsop to capture images that highlighted the natural beauty of the quality ingredients. The brand storytelling continued on the website where we aimed to take viewers effortlessly through the full experience of the yogurts — from the heritage of the Blue Hill dairy farm to the 100% grass fed quality of the milk to the tasty, savory flavor profiles and how to use the yogurts in everyday recipes.


Twist is a smart home startup that launched with an innovative, hubless lighting system with a built-in speaker designed to give you the best quality lighting and audio experience imaginable in a simple, elegant form. It is optimized to deliver the perfect type of light for the specific time of day with sound where you haven’t had it before.

We worked with the Twist team to design and develop their core brand identity, photography style, website design, and mobile app look and feel. It was important that these brand touchpoints, though in the tech startup space, felt human and approachable. We crafted these foundational elements to work together to tell the story of how they practically and efficiently turn a space you inhabit into a home.


Fatherly, a parenting media platform for and by dads, was born when co-founders Simon Isaacs (a soon-to-be dad himself) and Michael Rothman realized that, while there was an abundance of parenting content for moms, there was no material geared towards expectant dads. They aim to deliver a compelling blend of general-interest content with product and service recommendations keyed to the age and stage of each user’s children.

We worked with Simon to develop the end-to-end brand experience, including the core visual identity (logo design, iconography, typography, graphic elements), corporate stationery, user interface design for the site, email templates, print and marketing collateral, and promotional merchandise. Our goal was to create a brand for guys who ‘happen to be dads’ and an online experience that was easy to browse, engaging to explore, and always fun to read. The seahorse you see in the brand’s logo (integrated with a subtle ‘F’) is a known symbol of modern fatherhood, being a rare example of a species in which the male carries and births offspring.

Fatherly has received a warm welcome and excitement from readers and media alike. We look forward to continuing to build the brand and online experience in the months and years ahead.


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