Leka Brand Identity and Website Design

Inspired by the word Lykke (LOO-ka), which means happiness, good fortune & blessing. I worked with the Leka team to help with naming their brand and defining the budding company's mission, voice, and visuals.

Leka needed to stand out in a saturated market, where visual noise often drowns out meaningful work. I began with competitive and audience research to uncover gaps and opportunities—insights that shaped a brand strategy rooted in clarity, calm, and connection to place.

The result was a minimal, modern identity that echoes the flow of nature, using a palette drawn from the Minnesota ecosystem where the team does most of their work.

The design not only set Leka apart visually but gave them a brand that continues to grow with them.

Vision and Precision were two key attributes we established during the discovery process of defining the brand. As is the case in every logo I design, I use the Golden Ratio to ensure all aspects of the logo are harmonious together in terms of balance, sizing, and spacing.

If you have single version of your logo, you are missing out on opportunities to scale your brand across the various platforms that the modern media landscape requires. My logos are "responsive," meaning that they can adapt to the environment in which they live.

Your logo alone will only go so far at conveying your brands message. A brand design package will afford you several complimentary pieces, such as a sculpted tagline, inspired by the logo, but can be used in a variety of print and apparel applications.

I created a dynamic, responsive website which gives center-stage attention to the dramatic landscape imagery created by Leka.

Your brand comes to life when you see how it will appear in the wild. Social media posts can help you envision how your brand will appear outside the confines of your controlled website environment.