Brand identity

↓ Featured clients

Chicago Dental Specialists
RetailMeNot
Raise
Pure Dental Spa
CDT Remodeling
Barrier (Max Barrier 40)
Select logos + identities

A strong identity gives a brand something to stand on. DWC develops the visual language behind how a business looks, feels and communicates, shaping each element to work together with clarity and purpose. The goal is a brand that feels distinctive, consistent and true to itself.

Chicago Dental Specialists brand identity featuring logo, color palette, typography and patient-focused messaging.
Chicago Dental Specialists brand collateral featuring business cards and printed marketing materials.
Chicago Dental Specialists custom iconography representing dental services, treatment, insurance and patient care.

Chicago Dental Specialists

A specialty dental studio needed an identity that felt both expert and accessible. From logo and identity development through the full brand guidelines, each decision built toward a clear, ownable visual language—giving the practice a strong foundation and a recognizable presence from the very beginning.

↓ brand identity scope

Logo development
Iconography
Brand guidelines
Brand voice
Creative direction
Photography direction
Environmental brand direction
Business card design
Signage

See case study

site coming soon

RetailMeNot brand refresh collage featuring lifestyle photography, product imagery and the updated visual identity.
RetailMeNot summer promotion featuring lifestyle photography, cashback messaging and branded seasonal campaign graphics.
RetailMeNot seasonal campaign featuring summer lifestyle imagery, shopping promotions and colorful brand graphics.

RetailMeNot

An exploratory refresh helped reimagine how the RetailMeNot brand could look and behave across its broader ecosystem. The work expanded the visual identity through a more refined use of color, typography, imagery, iconography and supporting graphics, creating a framework for product and marketing to feel more connected.

↓ brand identity scope

Brand refresh concept
Visual identity development
Color + visual language
Iconography
Brand guidelines
Brand voice
Creative direction
Photography direction

See case study
Pure Dental Spa brand imagery featuring the “Experience comfortable dentistry” message and patient-focused photography.
Pure Dental Spa brand identity featuring patient photography, color palette, service messaging and visual direction.
Pure Dental Spa logo and custom dental iconography featuring the lotus-inspired tooth mark and spa-influenced visual language.

Pure Dental Spa

Comfort and hospitality shaped the identity from the start. Naming, logo development, brand voice, photography and environmental direction came together as a cohesive brand language, balancing the credibility of a dental practice with the calm, elevated feel of a spa.

↓ brand identity scope

Naming
Logo development
Iconography
Brand guidelines
Brand voice
Creative direction
Photography direction
Environmental brand direction
Business card design
Signage

Coming soon

Live site →
CDT Remodeling logo design featuring a custom architectural monogram inspired by floor plans and structural lines.
CDT Remodeling brand application featuring the custom monogram integrated with residential remodeling imagery.
CDT Remodeling brand color palette featuring deep blue, marine and neutral tones developed for the visual identity.

CDT Remodeling

Architectural structure became the foundation for an identity designed to feel as considered as the spaces being built. Linear forms inspired the custom monogram and broader visual language, resulting in a sophisticated, masculine brand with a clear connection to craftsmanship, structure and the remodeling process.

↓ brand identity scope

Logo + identity development
Iconography
Brand guidelines
Vehicle signage

Coming soon

Barrier skin protectant brand identity featuring custom illustration, family-focused messaging and the “Simple ingredients. Powerful protection.” campaign line.
Barrier diaper rash cream product marketing featuring packaging, natural-ingredient messaging and custom brand illustration.
Barrier lifestyle campaign featuring baby photography, custom illustration and the “happy bum, happy baby” brand message.

Barrier

Protection made simple became the central idea behind the identity. Custom illustrations and iconography formed a playful visual language around the product’s natural ingredients, soothing benefits and family-first positioning, giving the brand a friendly presence without losing credibility.

↓ brand identity scope

Logo + identity development
Iconography + illustration
Brand voice
Creative direction
Photography direction

Coming soon

Nova Soul Imagery brand identity featuring a minimalist logo and business card design for a photography studio.
Sadberry Singer logo and identity system featuring a custom berry mark and elemental iconography for Fire, Wind, Water and Earth.
Soulcial Pins logo system featuring expressive script lettering, layered color treatments and multiple brand variations.

Select logos + identities

The work ranges from refined, minimal marks to more expressive logo systems and supporting brand elements. Each project was shaped around the personality and goals of the business, creating a visual direction that feels distinct, considered and never formulaic.

↓ brand identity scope

Logo + identity development
Iconography + illustration
Creative direction
Brand kit
Business card design

Coming soon