These pages serve as a repository of MKN Design Studio’s articles, client projects, independent work, and products.
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Cheers & Co — Brand Identity
↓ Abbreviated Brand Guidelines
The below guidelines outline the essential elements and standards for presenting the Luminous brand accurately.
↓ Brand Development Deck
Deck slides are an overview of the process behind defining and executing the development of the Luminous identity.
Client Project
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Cheers & Co — Brand Identity
Cheers & Co. partnered with us to refine and elevate its brand, crafting a cohesive identity that bridges the company’s philosophy with its private tour offerings. Our work focused on articulating a clear, memorable brand story, designing a visual language that reflects the company’s values, and positioning Cheers & Co. distinctly in the Northern Michigan travel market.
Founded to create curated, private adventures throughout Traverse City and the surrounding region, Cheers & Co. is dedicated to “Exploring with intention, in good company.” From scenic lookouts and charming towns to local food and beverage experiences, each tour is thoughtfully designed to connect guests with the region, its flavors, and one another—transforming every journey into a meaningful, memorable experience.
Working with Cheers & Co., I focused on creating a brand identity that captures the company’s dedication to curated, private adventures across Northern Michigan. The goal was to translate their philosophy—“In Good Company”—into a visual and experiential language that feels approachable, memorable, and distinct in the travel market.
Through close collaboration with the owner, we explored multiple design directions, testing concepts against the brand’s audience, offerings, and regional context. This iterative process allowed us to refine a solution that balances personality with clarity, ensuring every element—from typography to color to visual cues—supports the story of thoughtful exploration and meaningful experiences.
The final identity reflects Cheers & Co.’s warmth, intentionality, and attention to detail. It’s designed to feel both sophisticated and inviting, signaling experiences that are carefully curated, authentically local, and unforgettable for every guest.
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Cheers & Co.
Tourism & Hospitality -
+ Brand Advisor
+ Concept Development
+ Creative Strategy
+ Design Direction
+ Qualitative Research
+ Visual Identity -
MKN Design Team:
+ Michael Nÿkamp, Design DirectorStakeholder:
+ Shannon Deyoung, Owner