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Featured Work

Naming and logo for a medical accessories brand with a mission to replace the “patient” identity with one of strength and resilience. Designed to echo the style and sportiness of a high-end fitness brand, the MW monogram takes the shape of a shield to subtley underscore the ideas of strength and protection. View complete Case Study below.
When a former thoroughbred horse racetrack was repurposed as an outdoor festival venue, the objective was to weave together the dynamism of the events, the natural beauty of the Green Mountains location, and the handwrought texture and imperfection of live music.
Logo for a chain of salons & spas in the DC metro area seeking to communicate a fun and relaxed atmosphere. Cielo is the Spanish and Italian word for “heaven.” (Completed for Hasten Design Studio)
Logo for an event production company focused largely on female audiences. Stiletto/M monogram capitalizes on founder's real life shoe obsession to infuse the brand with human qualities. Brand name plays on her surname, Miles, in a nod to the unique hurdles professional women face along the course to success.
Logo for a pediatric sleep consulting practice uses muted colors and soft forms to connote the sweetness, peace, and quiet of a sleeping infant.
Logo for a communications firm specializing in on-camera coaching and media training. Simple, friendly typography paired with sideways “o” speech bubble instantly connote personability and spoken messaging.
The first redesign of the organization's logo in its 40 year history, the WBA logo leverages the symmetry of the letter "W" to connote equality and to reference the scales of justice. In lieu of sterotypical symbols of femininity (such as scripts, brush strokes, and pastels), subtle customization of typography builds in a more commanding feminine connotation. View complete Case Study below.
Logo for a high-end real estate firm in the resort city of Telluride, CO whose storied mining history has long been symbolized by the pick axe. (Completed for Proteus Design)
A testament to the value of designing to well-informed parameters, this familiar logo has remained unchanged for 25 years. Heavily influenced by consumer focus groups, it was designed to reflect the brand’s most valued attribute: comfort. (Completed for Gerstman+Meyers)

CASE STUDY: MightyWell

Client
PICC Perfect

Scope
Full Rebrand

Services
Naming
Brand Platforming & Architecture
Logo Design
Package Design
Web Concepting
Copywriting
Having had enormous success with its initial offering (a discreet, hygienic, and sporty PICC-line cover), the team behind PICC Perfect, sought to leverage its traction and marketable core values in a broader medical accessories market, but was hemmed in by its product-specific brand name.

​Borne of its Founder/CEO's 9-year battle with Chronic Neurological Lyme Disease, the PICC Perfect product was conceived and designed to keep PICC-line patients on-the-go and focused not on the burden of illness or treatment, but on living life to the fullest.

By renaming the company Mighty Well (which shifted the focus away from illness and onto the ideas of strength and wellness) and reinventing PICC Perfect as a product brand beneath it, a new brand architecture was born, providing unlimited opportunity for product line expansion.

Additionally, by building the brand platform around CEO Emily Levy's personal experience, the brand authentically assumed her compassion, sense of humor and fighting spirit, allowing it to an make emotional connection with its audience.
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CASE STUDY: The Women's Bar Association and Foundation

Client
The Women's Bar Association of Massachusetts
​The Women's Bar Foundation of
Massachusetts

Scope
Rebrand
Anniversary Year Logo Variations
Event Branding & Communications

Services
Logo Design
Print Layout Design
Copywriting
WBA
A powerful, advocacy-minded organization with a strong reputation on Capitol Hill, the Women's Bar Association of Massachusetts has established itself as a model for similar associations across the country, and required appropriate branding to reflect its might and influence.
​
The new logo leverages the equity of their existing corporate blue, but favors stronger letterforms to establish an unwavering presence. Inspired by the symmetry of the letter  "W," a proprietary take on the Scales of Justice was born to communicate the ideals of fairness and equality and to convey a deep commitment to their roots as advocates who understand that legal action effects change.

​WBF
​
Committed to providing free legal assistance to low-income Massachusetts women and their families, the Women's Bar Foundation needed an identity that would communicate values of sisterhood , support, and teamwork.

Additionally, the decision was made to brand the WBF's largest annual fundraiser, a comedy event, with an overarching umbrella ("Whoop It Up for Women") under which the unique details of each year's specific program will reside. Standardizing visual systems was ideal for these non-profits, as a way  to improve communication and reduce costs.

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CASE STUDY: ZAP Diving

Client
Mary Ellen Clark

Scope
Brand Makeover

Services
Brand Platforming
Logo Design
Web Design
Copywriting
Owned by two-time Olympic diving medalist, Mary Ellen Clark, ZAP Diving was a previously owned AAU and USA Diving affiliated diving club with a host of reasons to maintain its name and membership, and just about as many to abandon everything else about its branding. The existing name, an acronym for "Zest for Achieving Potential," was retrofitted with a new tagline, "Positively Charged" to connote the energizing capacity and increased potential associated with maintaining a positive attitude.

A bright, arresting new logo uses perspective to suggest the drama of standing on a platform or springboard and the aspirational moment when one is able to trust in his or herself enough to take risks.
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​Email  annie@hardwiredbranding.com
Phone  617.571.8185
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