karlfred design
Brand identity

a first impression
a lasting identity

A logo is the beginning. The shapes, colors, and details around it bring a brand into focus.

The collection
Five identities. Five different stories.
DRUs Hues logo
Identity study / 01

a new identity

DRUs Hues / Logo Redesign

After more than a decade in business, Indianapolis painting company DRUs Hues needed an identity beyond colorful lettering. Its name comes from owner Daniel R. Utter’s initials, and its personality comes from a crew that takes the work seriously while enjoying every day on the job.

We built that energy into a playful, paintbrush-led mark with bold lettering and a lively palette. The identity became the foundation for a website, marketing materials, and crew apparel—giving a growing business a recognizable presence, on site and beyond.

Focus
Personality-led branding
Deliverables
Logo, website, marketing materials & apparel
see the DRUs Hues gallery
Identity study / 02

a fresh perspective

The Ginkgo Tree / Logo Refresh

As The Ginkgo Tree evolved from a massage and hair salon into a wellness center in Carmel’s Arts District, owner Jen Owens wanted a more sophisticated identity without losing its roots. A treasured detail set the direction: ginkgo-leaf wallpaper her father had hand-stamped with gold foil behind the reception desk.

We honored that personal connection with two crossing ginkgo leaves and an elegant script wordmark. The refreshed identity carried through the website, interior applications, and marketing materials, giving the growing business a current, cohesive look that still felt unmistakably its own.

Focus
An evolution rooted in heritage
Deliverables
Logo refresh, website, interior applications & marketing materials
see the The Ginkgo Tree gallery
Identity study / 03

a mark with character

Close Education / Logo Design

Founded by Laura Close, Close Education helped school districts across Indiana find educational software suited to their teachers and students. Its offerings included AI-enabled learning tools well before AI became a household topic, with support for diverse learning needs, including dyslexia.

We created a mark inspired by the brain and its pathways, pairing organic shapes with approachable typography. The identity extended into a website, marketing materials, and videos, supporting greater awareness as the business grew. Laura later sold the company and retired early—a meaningful next chapter in its story.

Focus
Making learning connections visible
Deliverables
Logo, website, marketing materials & videos
see the Close Education gallery
Identity study / 04

a connected visual system

DLS Construction / Logo Design

As Dean’s business expanded beyond handyman services, its residential and commercial work needed distinct identities. DLS Construction emerged as the commercial business alongside the residential Dean’s Design and Build.

We retained the original brand’s orange, refined its tone, and built a strong architectural mark to suit commercial construction. The identity now connects the website, truck and trailer wraps, marketing materials, and crew apparel. It gives DLS a recognizable presence of its own as its customer base and business continue to grow.

Focus
A distinct commercial identity
Deliverables
Logo, website, vehicle wraps, marketing materials & apparel
see the DLS Construction gallery
Identity study / 05

a new formula for growth

RB Health Labs / Rebranded Logo

RB Health Labs is the next chapter of Recovering Bro, a supplement brand founded by Dr. Dusten Nelson. After several years, the original brand had reached a plateau. The rebrand aimed to reach a wider audience and support its next stage of growth, bringing the science of nutrition, fitness, and wellness forward while retaining a sense of fun.

We took inspiration from the periodic table to create a distinctive element-style mark. The identity extends across the website, supplement labels, shipping and bundle packaging, marketing materials, and investor presentations. A companion fitness and information app is also in development, continuing the brand’s evolution beyond its products.

Focus
Science-led repositioning
Deliverables
Logo, website, product & shipping packaging, marketing materials & investor presentations
see the RB Health Labs gallery
Identity study / 06

a mark in flight

Cardinal One Motors / Logo Design

Cardinal One Motors began as an international startup focused on high-end and luxury vehicles. Much of the venture was confidential, so the brief was spare, but the name carried a story: one of the partners is a Ball State University alum, and the school’s cardinal mascot was a longtime connection he wanted to bring into the new company.

We wanted the mark to feel at home on a luxury automobile. A sleek cardinal silhouette sweeps forward in a single motion, evoking a classic hood ornament leading the way, while a refined, letterspaced wordmark keeps the identity confident and composed.

The company has since evolved into Cardinal One Motors North America, and like many ventures of its scale, it is still taking shape. Even early in the brand’s life, the mark captures the speed, precision, and polish the company set out to represent.

Focus
Luxury positioning & a distinctive mark
Deliverables
Logo design
see the Signature Marks gallery

Every identity starts with a clear idea.

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