Serving everything from advertising and entertainment to fly control, this massive network of equestrian brands spans two distinct worlds with dramatically different mindsets: Western and English riders. The refreshed identity needed to unify these diverse audiences under a single umbrella brand—one capable of drawing power from flagship products while lending equity to lesser-known offerings.

Despite their differences, all horse people share one thing: an unwavering dedication to their companions. The refreshed brand identity was built around this universal thread of passion, dedication, and connection—creating a polished, sophisticated brand that’s as much at home wrapping a dusty barrel at a rodeo as it is framing the backdrop of a dressage trot-up.

Salo was an independent HR, finance, and accounting consultancy who were poised to go national. They sought a new brand identity that better communicated their unique philosophy: that real business advantages result from working with the diverse perspective of fulfilled talent. 

We created a new brand identity that positioned Salo as a leader in the national conversations on the “future of work”. The new Salo brand celebrated the empowered individual, their approachable expertise, and the strength of diverse perspectives coming together.

Solventum, formerly 3M Health, was reintroducing itself as an independent company and earning credibility with its medical audiences. We saw a chance to build equity for Solventum Oral Care beyond its 3M legacy through a partnership with the Minnesota Wild. Hockey has a long history with dental work, and Solventum had a new product for repairing chipped teeth.

Phase one of the three-year partnership kicked off with a mystery: Nordy, the Wild's mascot, appeared at the State Fair with a chipped tooth. Fans got three possible causes, with Olympic gold medalist Matt Boldy as a lead suspect, or witness. Later this year, the Wild's team dentists will fix Nordy's smile with a Nordy-sized version of the product. The integrated campaign reaches fans through in-arena takeovers and social, while dental practices bring it into their own offices, strengthening their tie to Solventum. Internally, it's Solventum's first-ever consumer-facing campaign, and teams are rallying around it.

Watch here.

The Warehouse District had everything a great entertainment neighborhood needs: legendary venues, three pro sports franchises, a thriving theater corridor, and historic architecture. But since the pandemic, the narrative of "unsafe, declining, gone" had been repeated so often that it passed as fact, even as First Avenue kept selling out and Target Center kept filling up.

The response began in the neighborhood itself, with reinvigorated business and civic investment led by the Minneapolis Renaissance Coalition. This investment kicked off with a fresh identity and brand story for the neighborhood. A vibrant design system amplifies sports, music, art, and theater, paired with a vision for refreshed infrastructure so the experience on the streets reflects the energy of the attractions.

Kardion, a medtech company founded in Stuttgart, Germany, engineers cutting-edge cardiac devices. The company has operated in stealth mode for years, prioritizing the quality and viability of its products over the traditional marketing and fundraising efforts of a startup. As Kardion expanded their transatlantic team and grew closer to launching products, the moment arrived to prepare for their public debut.

We collaborated with stakeholders to deeply understand the carefully cultivated, pioneering culture at the heart of Kardion. We crafted a brand story centered around the passage of time: surgeons seek to gain and make the most of time during surgery, patients hope to gain time and opportunity for their life after surgery, and it all hinges on one moment in the OR. Precisely where Kardion fits in.

The historic St. Louis County Jail in Duluth MN was purchased and an ambitious plan put in place to adapt it into apartments. We developed a brand for this Jail turned home that helped market the property to a broad range of demographics. 

We developed brand positioning for the building by focusing on what’s next. The diverse range of people starting something new here, and finding a home. The name and identity that paid homage to the history of the area & architecture while celebrating all the stories that will come next.

Amazingly, between the hard work put into adapting the building and the compelling brand that activated it, people continue to choose to rent an apartment that used to be a jail cell. 

A former rail yard by the Twins Stadium and light rail in Minneapolis has become North Loop Green—a dynamic hub linking Downtown and the North Loop. What was once a transient space is now a vibrant community destination with homes, workplaces, businesses, events, and a public green at its heart.

We created and positioned a transit inspired identity system that reflected North Loop Green’s role as a connector to all things Minneapolis. The always-changing logo system celebrates unique individual journeys, destinations, and the moments of connection along the way.

When a new CEO took the helm at Mayo Clinic, they came with a vision for the future that challenged industry convention. 

We developed the creative platform to introduce and activate this vision. Shaping messaging and visual elements that tied together everything from internal employee events to digital service enhancements and architectural transformations. The resulting platform, Bold. Forward., became a lasting mantra that continues to appear alongside Mayo Clinic’s evolution.

Harbor Health, a healthcare startup, aimed to rebuild the US healthcare system from the ground up. We refined a brand strategy and created an identity for their Phase 1 launch in Austin, Texas. Harbor goes beyond traditional health services, connecting with a variety of approaches to comprehensive proactive care (specialists, physicians, yogis, therapists, etc.) and rewarding members that follow through by proactively take care of their health. 

Harbor represents a new lifestyle for all those who want to flourish. A friendly and energetic brand invites people to join Harbor and co-create their health.

The result was a thriving Harbor Health, who has expanded across Austin with clinic locations, digital treatment options, and mobile health services that come to you.

David’s Deli is a line of refrigerated English muffins and bagels from Crystal Farms. Following a packaging refresh, there was an opportunity to enhance the brand's perceived value through a refreshed identity and digital presence—with bonus points for tackling the elusive white whale of the category: getting consumers to consider breakfast breads for more than breakfast.

The solution anchored on a simple truth: these products are a great way to start the day, but you have full permission to enjoy that anything-can-happen-today feeling whenever you please. The refreshed identity cuts through the noise with a vibrant, youthful persona that encourages consumers to play with their food—supported by stories of real folks and the creative ways they build their day-makers.

Clarity is a product line from Solventum, formerly 3M Health. As Solventum moved to a standalone brand, Clarity had a chance to challenge a category long dominated by a single household name.

Drawing on Solventum's 70+ years of expertise, we built a story focused on supporting what orthodontists care about most: results for their patients and their practice's reputation. The creative platform we made connects the performance of Clarity's clear aligners and other cutting-edge solutions to the impact orthodontists and dentists have on patients' lives, far beyond a nicer-looking smile: Go Work Wonders.