Tree Hugger’s
Children’s Apparel
Tree Huggers Children’s Apparel is an eco-conscious boutique in downtown Ballston Spa, New York, offering organic, fair trade, and sustainable clothing for children. Inspired by the boundless power of imagination and storytelling, we set out to create a brand that evokes wonder and magic. Our design mission was to reflect the essence of the store while capturing the hearts of families who value quality, creativity, and environmental responsibility.
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Complete brand design system
Logo
Typefaces
Print collateral
Digital/social assets
Complete ecommerce website -
Creative direction and design
The Mercantile
Kitchen & Bar
The Mercantile Kitchen & Bar, located in Saratoga Springs, New York, is housed in one of the most iconic and historic buildings on Broadway. It is a place where everyone is welcome and sure to find a dish they love. Inspired by old diners, the idea behind the branding was to create a simple yet welcoming identity that was recognizable without being overly stylized or gimmicky. With its clean, straightforward aesthetic, The Mercantile's brand celebrates a return to simpler times, where the focus is always on the experience of sharing a meal in good company.
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Complete brand design system
Logo
Typefaces
Menus
Print collateral
Digital/social assets
Website -
Creative direction and design
Jessica Arb Daniel
Art Advisory
Jessica Arb Danial is an art advisor who assists art enthusiasts and collectors in finding the perfect pieces for their homes and businesses. In developing her brand, we drew inspiration from museums, galleries, and collectors. Much like the blank walls and minimalist type decals that often accompany artwork in galleries, our goal was to create a brand that stands out and communicates clearly, without overshadowing the art itself. In instances where the brand stands on its own, such as business cards or various print materials, we created bright colored rectangles that function as an abstract representation of paint canvases and gallery walls.
Photography credit: Whitney Nichols
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Complete brand design system
Logo
Typefaces
Print collateral
Digital/social assets -
Creative direction and design
Skaneateles 300
Skaneateles300 is a beautiful, curated women’s clothing boutique located in the center of downtown Skaneateles, New York. Originally created to celebrate the town, the retail space has since evolved into a chic boutique that honors the modern woman. To better reflect this shift, the brand underwent a re-brand to connect with both new and returning customers.
Photography credit: Whitney Nichols
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Complete brand design system
Logo
Typefaces
Print collateral
Signage
Digital/social assets
Complete ecommerce website -
Creative direction and design
Grand Tour Books
Grand Tour Books is a place where kids can explore new worlds through great books. The online bookstore offers book reviews, recommendations, summer reading lists, and a virtual book club—all curated by kids, for kids. The branding concept reflects a spirit of adventure, using navigation icons like street signs and maps, alongside natural elements, to evoke a sense of exploration. At Grand Tour Books, kids can embark on their own literary journeys.
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Complete brand design system
Logo
Typefaces
Print collateral
Digital/social assets
Complete ecommerce website -
Creative direction and design
Samantha Nass
Floral Design
Samantha Nass Floral Design is a floral studio based in Saratoga Springs, specializing in custom fresh flower arrangements tailored to individual tastes. Our goal was to create an identity that contrasts with the vibrant colors and organic shapes of flowers. We chose dark grey as the primary design element, paired with classic typography and a simplified flower logomark, to convey a sense of thoughtful, delicate, and timeless floral design.
Photography by Tracey Buyce and Julia Elizabeth Photography
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Complete brand design system
Logo
Typefaces
Print collateral
Signage
Digital/social assets
Complete ecommerce website -
Creative direction and design
Abele Builders
Eastpointe and Wellington Court are newly developed residential communities in upstate New York, crafted by Abele Builders. These neighborhoods seamlessly blend high-quality craftsmanship with thoughtful, modern design.
When designing the logos for both Wellington Court and Eastpointe, we sought to incorporate elements that evoke a sense of timeless appeal. For Wellington Court, we created an abstracted door knocker to symbolize a welcoming entrance and the sense of home. For Eastpointe, we created a stylized weather vane, that points east and evokes a sense of place, connecting the community to its upstate New York roots.
Both logos are designed to capture the essence of these developments, blending classic architectural elements with modern sensibilities.
Photography provided by: Randall Perry
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Complete brand design system
Logo
Typefaces
Print collateral
Signage
Digital assets -
Creative direction and design
