Purpose-Driven Brand Design & Visual Identity
Functional visual systems that reflect the core essence of your brand.
We create brands that are grounded in strategy, shaped by context and nuance, and designed so every element works in perfect, scalable harmony across print, digital, and environmental touchpoints.
No matter the kind of brand or startup—nonprofit or for-profit—our process unites strategy, creativity, and empathy with advanced technical skill to create custom logos that make a lasting mark.
Your Logo & Beyond
Visual Brand Audit and Discovery
Inquiry and understanding of your goals for your niche visual brand positioning within your competitor landscape.
Visual Moodboards and Creative Direction
Targeted inspiration and collection of visual benchmarks to hone the direction of your logo and brand identity.
Brand Identity and Logo Systems
Exploration and design of multiple visual directions for your logo in alignment with your brand strategy. Depending on the project, this may include wordmarks, logo icons, monograms, responsive configurations, and other formats designed around how the brand will be used.
Color and Typography Systems
Dynamic color palettes designed to engage, inform, and adapt for every application. Structured type hierarchy and beautiful, accessible typography pairings that bring your brand voice and visual brand to life.
Custom Brand Illustrations, Iconography, and Pattern
The expansive, uniquely-you elements that support your core brand identity to create a fully-functional, custom visual brand system.
Brand Guidelines
Your comprehensive visual brand identity user’s manual; all the dos and don'ts to keep your logo, color palette, and type system looking consistent and beautiful across your materials.
Our Logo and Brand Design Process
Visual Discovery and Moodboarding —
We review your strategy, goals, audiences, existing materials, competitors, and requirements.
01
Logo Concepting & Design —
We deliver 3-5 visual direction options inspired by strategy, benchmarking, and goals.
02
03
Brand Element Development —
Your selected direction grows into a complete visual system, including supporting elements and formats.
Revisions and Refinement —
We refine the identity in response to your consolidated feedback and test it across priority applications.
04
Brand Guidelines and Assets —
We prepare your brand guidelines and a suite of ready-to-use files for your internal team and creative partners.
05
Brand Application Design —
Application of your brand to marketing collateral, websites, campaigns, packaging, signage, and more.
06
We Design Brands For
Nonprofits and foundations
Municipal and public-sector organizations
Reproductive health and wellness clinics
Arts and culture institutions
Women-led businesses and startups
Founders and solo entrepreneurs
Architecture and design firms
B2B and B2C services and products
Selected Brand Design Projects
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![Our strategy-first name, brand, messaging, and website highlight this international cryobank’s leading-edge technology and unmatched compassion.]()
Cryomate
Our strategy-first name, brand, messaging, and website highlight this international cryobank’s leading-edge technology and unmatched compassion.
Consumer Brands / Ecommerce / Shopify
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![Collage of architectural designs including buildings, offices, public spaces, and group photos of people, showcasing modern architecture and construction projects.]()
Scott Edwards Architecture
Our strategy for the SEA brand focused on defining and celebrating their differentiators, and clarifying their driving ethos, “People First, Design Forward.”
Architecture, Interior Design / Accessibility / Squarespace
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![A collection of green glassware, including a round-bottom flask with a gold straw, two tall glasses, and a folded dark green napkin with a gold straw placed on top, positioned on a white surface. A white box with orange text is partially visible in the background.]()
Cette
Informed by strategy and thoughtful positioning, our brand and Shopify website for CETTE transforms gifting into an art form—an experience of beauty, creativity, and joyful connection.
Retail, Gifting / Women-owned / E-commerce / Shopify
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![We worked closely with the Rustic Pours team to create a strategic brand that is authentic, vibrant, and deeply connected to their story, with a nod to the owners’ Sicilian roots and the beautiful simplicity of lemon and honey.]()
Rustic Pours
We worked closely with the Rustic Pours team to create a strategic brand that is authentic, vibrant, and deeply connected to their story, with a nod to the owners’ Sicilian roots and the beautiful simplicity of lemon and honey.
Consumer Brands / Ecommerce / Shopify
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![A woman and young girl sharing a tender moment, touching foreheads and smiling. The woman is wearing a red top, and the girl is in a yellow dress. They are indoors in a kitchen or living space.]()
London Egg Bank
Our audience-first campaign strategy for this high visibility project sensitively captured the hope and opportunity LEB provides for prospective parents.
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![Exterior of the Veterans Memorial Coliseum building with a modern architectural design and a large glass facade.]()
Veterans Memorial Coliseum
A nod to past, place, and people, our brand strategy for the VMC’s refreshed logo honors the legacy and historical architecture of the building, alongside the vibrant sports and arts culture it supports today.
“Our brand project required stamina for complex work. TBS rose to the challenge by giving our team dozens of templates and an advanced, 56-page brand guideline book to help guide our in-house design team.”
— Jen Wick, Creative Director, Port of Portland
Frequently Asked Questions
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A complete brand identity may include logo systems, typography, color palettes, illustration, iconography, patterns, image direction, layout principles, brand applications, templates, and guidelines. The exact components depend on your strategy, audiences, and where the brand needs to appear.
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A logo is one recognizable element of a brand identity. Brand identity design creates the larger visual system around it, including typography, color, imagery, graphic elements, applications, and guidelines. We offer both comprehensive brand identity projects and more focused custom logo design engagements.
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Yes. We can retain key elements while updating or expanding your brand system, or recommend a more comprehensive rebrand when the current identity no longer serves your goals.
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Not every client needs a separate strategy phase. We can work from an existing strategy or include focused discovery within the brand design process. When larger questions about positioning, audiences, messaging, naming, or brand architecture remain unresolved, we may recommend beginning with Strategy and Positioning.
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Yes. We can work within established brand guidelines, expand an incomplete identity, create new applications, or help your visual brand evolve while respecting the work and recognition it has already built.
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Yes. The Beauty Shop is based in Portland, Oregon, and works remotely with clients across the United States and internationally.
What could your brand become?
Whether you are creating a new identity, reconsidering an established one, or looking for a visual system with more range, we would love to hear what you are working on.
Book a Free 30-Minute Strategic Consultation to discuss your goals, hear our initial insights, and determine whether we are the right fit.