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Thump Coffee came to me with a strong but indistinct sense of purpose.
The owners knew what they valued, but their beliefs were difficult to articulate and even harder for teams and customers to rally around. They wanted deeper engagement—not through abstract ideals, but through tangible commitments to community, decency, and showing up well.
My role was to help Thump clarify and name those commitments, align leadership around them, and translate purpose into practical expressions across culture, customer experience, and communication. Through a Spoken Identity Workshop™ and BrandBook®, we gave the brand a shared language that its people could embody.
Since then, Thump has increased year-over-year growth targets, opened new locations, and expanded its wholesale footprint into new markets across the U.S., Canada, and Australia.
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With every branding project, I design and present 2–3 different options for my clients, sometimes even one is enough when the vision is crystal clear.
The reason I show more? I like to push myself more creatively to explore beyond what's safe and normal.
A client might think they know exactly what they want, but the moment I go beyond the safe choice, they're often surprised by how much they love the more creative direction.
This was exactly the case working with BraveDuck+Robots, an experience design studio built around creativity, strategy and technology.
The brief was clear, but pushing past the obvious unlocked something far more interesting.
At the end of the day, we're here to serve our clients, but sometimes working with them means showing something they didn't know they needed.
I completely relate to this. There’s something really rewarding about pushing things beyond the brief.
A good designer can stay within the brief, but a strong creative director should be able to see what the brand could become and take the client along that journey.
I do the same...
Why be bland when you can be bold? 😁
In healthcare, many brands play it safe. And that makes sense. Trust and clarity matter.
But when this client said, “I want a premium, disruptive dental clinic,” I knew we weren’t going to play it safe. 🤩
Love this approach. Bold branding really helps a clinic stand out while still feeling premium.
The internet is crowded.
Which is why real life brand moments matter more than ever.
Events like Expo West are one of the fun places where people can actually experience a brand in person.
Seeing the Hey!Nu founder in front of the booth we designed was one of those full circle moments.
This project has spanned brand, packaging, website, and now social.
If your brand showed up at an event tomorrow, what would you want people to remember?
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