WorkSpace Interiors (Kingsport, TN) had just completed a strategic planning process, but its brand hadn’t caught up. Internally and externally, there was a lack of clarity about what made the company distinct from its competitors and even from the supplier it represented.

We clarified the positioning around WorkSpace’s own values, customer needs, and personality and recognized that its long-standing identity didn’t need to be replaced just for the sake of looking new. There was equity worth keeping.

By strengthening rather than discarding what already worked, we gave the company a more recognizable identity, clearer messaging, and a direction its marketing and sales teams could consistently build from.

I worked with the tourism marketing arm of the Bristol Chamber of Commerce to highlight local makers who “walk the line of traditional craft fused with innovative flair.” Each shoot lasted about one hour and resulted in several photos per shoot. What I loved was that our agreement allowed for the photos to be used by the Bristol Camber of Commerce and the featured makers and small businesses. I am so grateful to have been able to witness the talent in action in my hometown and capture photos along the way!

Because this brand based in Bristol, VA was well-established and relevant, and because they had existing signage that needed to be reused inside and outside their physical location, I created a modern, updated variant of their existing logo.

When Stone Mountain Meats (Greeneville, TN) was getting started, the owners pictured a traditional butcher-shop look: distressed graphics, crossed knives, a cleaver…the visual language people expect from the category.

But once we stepped back and looked at their bigger vision, their customers, their values, and the kind of business they actually wanted to build, it became clear that following the category wasn’t going to help them stand apart.

That insight changed the direction of the entire brand. Instead of simply designing the logo they originally imagined, we built a customer-focused identity, message, photography, and website around what made Stone Mountain Meats different and gave the growing business a brand it could build on.