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The Foundation, a Bay Area nonprofit, needed a logo that reflects the organization’s mission as well as the founder’s vision. The Foundation educates underserved youth about nature, fitness, nutrition and community through athletic programs. helping them reach new heights of fitness and personal growth. All-in-all the process took time, but in the end the client was ecstatic with the results. He really felt like the logo reflects the organization’s mission, and his vision.
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Curious: What’s missing in most brand systems, in your opinion?
For me, the brand guidelines system we develop at Heed Collective must be a living document — one that supports the brand in real decision-making, across teams, contexts, and moments of growth.
Building structures that guide how a brand behaves, adapts, and scales across every touchpoint.
What makes it work:
— decision-making logic, not just rules
— flexible systems, not static files
— consistency with room to evolve
We don’t launch brands — we build culture for humans, ethically.
And one thing we always add:
→ Brand Culture Layer — translating strategy into how the brand speaks, acts, and shows up in the world.
Awesome!
A few mascotte tests that sadly will never see the light of day. Client decided to stick to "normal" branding. 😭
It is certainly their loss! This would've been such a memorable mark. Love it :D
1/ Most B2B tech companies aren't under performing they're under communicating, what do I mean about that?
There's a concept I use with every client before we open Figma and it's called the Credibility Gap.
It's the distance between what your company actually is, so that would be the product, team, traction, roadmap and what your brand communicates when someone lands on your website.
Most growth stage B2B companies have this problem because they built the brand early and never revisited it, while the product grew up, the brand didn't.
So now you're pitching enterprise deals with a visual identity that says "bootstrap stratup" and you're losing to competitors half your size who just look more polished. Your best prospects Google you, see a site that screams Series A, and quietly downgrade their expectations before the first call.
The credibility gap is real and most companies don't even know they have it. Brand growing alongside the product is key
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