I get to work directly with business owners, partners, and leadership teams to help them build brands that people can’t forget. To make that happen, I don’t just focus on what these businesses do—I dig into who they really are. That’s where the magic happens. It’s the part that sets them apart. And over the years, I’ve seen three consistent things that the most successful and growing businesses have in common.
Brand identity and graphic elements for Hylo Urgent Care
1. Concern with Perception Drives Intentionality
Businesses that care about how they’re seen don’t leave anything to chance. They’re intentional about their brand and how they connect with people. It’s all about creating trust and consistency.
Example: Hylo Urgent Care
When Dr. Damen Hershberger took over his family’s urgent care business, he saw two big problems: people stuck between emergency care and primary visits, and the cold, impersonal image many healthcare providers have. He wanted Hylo to feel like an oasis—a place where people could get care when they needed it most and feel genuinely welcomed. That’s why we created a brand that reflects warmth and accessibility, from the cactus and medical cross logo to the calming colors and southwest inspired designs. Every detail was intentional, and it’s made Hylo a standout in its field.
Brand identity and messaging for Syndeo
2. They Lead with Genuine Passion
Passion isn’t just being excited about what you do; it’s about truly caring and committing to doing it exceptionally well. A lot of successful businesses start because someone wanted to make something better, and that spark of passion drives everything they do.
Example: Syndeo HR Outsourcing
I was in a discovery meeting with Syndeo’s leadership team when a phone call interrupted us. One of their clients had a payroll issue, and their staff hadn’t been paid. Without hesitation, the entire team dropped everything, worked together on a solution, and fixed the issue like it was a family emergency. Watching them in action made it so clear that their dedication wasn’t just talk. That moment inspired me to create a brand that reflected their heroic commitment to their clients. It was easy to do because it was genuinely who they are.
Brand identity and graphic elements for Sungrano Pizza and Social Tap Drinkery
3. Extreme Care Creates the Most Positive Experience
Businesses that truly care don’t just focus on the sale. They’re in it for the long haul, building real relationships with their customers. They think about every interaction and how to make it memorable.
Example: Social Tap Drinkery and Sungrano Pizza
While working on the brand for Sungrano Pizza, business partner Justin Neel, who also co-owns Social Tap Drinkery, shared an insight that stayed with me: “Food is always part of celebration.” That simple idea became the foundation for everything—the tagline “Sun. Grain. Fire. Love.”, the internal mantra “Serve Kindness,” and the idea of preserving joy and community through food. Justin’s vision wasn’t just about selling pizza; it was about creating experiences that brought people together. And that’s what makes his businesses stand out.
Brian Wiens, Owner, Brain Sinew
I believe every business or organization is a reflection of its leadership—its values, priorities, and vision shine through in every aspect. And it’s true: the businesses that thrive often mirror the passion and intentionality of the people leading them. So, ask yourself: Is your business a reflection of you or your team? If it’s not, what needs to change? Aligning your business with these traits could be the key to unlocking its full potential.
