03 — Case Study
Soot
Root Tier—Restaurant Identity—Shaw, Washington DC
01Logo SystemIdentity
Direction
Korean steakhouse in Shaw. The name is the mark — one word, all char, no explanation needed.
Deliverables
Primary wordmark, stamp mark, Korean character integration, one-color variants.
02 — Case Study
Voss Merritt
Root Tier—Biotech Rebrand—I-270 Corridor, Maryland
01Logo SystemBefore / After
Direction
The family name modernized. Two generations of credibility, one mark that earns its place on a lab coat and a Series B deck.
Deliverables
Primary wordmark, monogram mark, one-color variants, co-brand lockup rules.
01 — Case Study
Freestate
Crown Tier—Brand Identity—Maryland Recreational Cannabis
01Logo SystemIdentity
Direction
A mark built for the Crown tier — premium, regional, unmistakable.
Deliverables
Primary wordmark, submark, one-color variants, lockup rules.
04 — Case Study
Fract
Crown Tier—Fintech Identity—Series A, Arlington VA
01Logo SystemIdentity
Direction
The F split diagonally — two pieces that still read as one. Geometric, precise, scales to an app icon without losing authority.
Deliverables
Primary wordmark, app icon, symbol mark, one-color variants, lockup rules.