Developing a Visual Strategy for Your Brand

↑ This graphic highlights the research phase (input) and the design phase (output).

Article
August 2025

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Developing a Visual Strategy for Your Brand
Bold, simple illustration systems can do more for your brand than you think. It’s not just decoration—it’s a visual strategy. Clean, memorable forms can make your brand instantly recognizable, adapt seamlessly across mediums, and connect with audiences in a way that feels authentic. That’s why I design custom illustarated visuals tailored to your brand’s personality, tone, and story. Built as a scalable system, they work seamlessly across your website, print materials, and social media graphics.

Visual strategies range from literal to conceptual, simple to complex, and extend across iconography, illustration, and environmental design.

The result? Illustrations that not only look great, but also communicate your brand, connect with your audience, and stand the test of time—just like the iconography system I developed with Monotype for Riot Games. View the project here.

To create a strong visual system that delivers real impact, I start by understanding your brand messaging framework and visual identity—what I call input. This includes researching your history, vision, and competitors to uncover what makes your brand unique. From this often-chaotic mix of insights, my role is to distill, clarify, and translate them into an authentic, distinctive, and cohesive visual system—the output. This stage takes time and care, often involving multiple revisions, refinements, additional concepting, and your feedback to ensure it aligns perfectly with your brand’s vision.

If your brand is ready for that kind of impact, let’s talk!

Why Visual Systems Strengthen Your Brand:

1. Instant Recognition
Bold, simplified illustrative forms are easier for people to recall and recognize across different contexts—whether on packaging, digital ads, websites, or a small app icon.

2. Strong Brand Personality
They convey confidence and clarity, giving your brand a distinctive visual voice that can feel approachable, playful, or modern depending on the style.

3. Scalability & Flexibility
Simple illustration styles hold up at any size—from a billboard to a tiny social media avatar—without losing detail or impact.

4. Cross-cultural Accessibility
Clean, universal forms often transcend language barriers, helping your brand connect with diverse audiences more effectively.

5. Consistency Across Mediums
Simple illustrations are easier to adapt for web, print, merchandise, motion graphics, or environmental branding while staying on-brand.

6. Emotional Connection
Even pared-down visuals can carry warmth, humor, or storytelling—making your brand feel human and relatable in ways photography alone sometimes can’t.

7. Modern, Timeless Appeal
Bold, simple illustrations can feel contemporary while avoiding overly trendy details that might age quickly.

8. Cost-effectiveness in Production
They’re often less expensive to reproduce, print, or animate than complex imagery, especially in multi-channel campaigns.

 

↑ A small glimpse into my chaotic artboard, filled endless icon variations and subtle adjustments.

Hamburglar Hijinks

Creative Musing
August 2025

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Hamburglar Hijinks
This could be either a solid McDonald’s campaign or just a sly dig at hamburger menus—UI meets UX, a reminder that hidden navigation can be both playful and frustrating.

 

Foundations of My Design Practice

Article
July 2025

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Foundations of My Design Practice
I didn’t just wake up one day and decide to become a graphic designer, or what some might call a design generalist or T-shaped designer. My path started much earlier as a kid who loved to draw and express ideas through color. That early curiosity eventually led me to study fine art, illustration, and user experience—five years of focused learning, exploration, and hands-on practice. Though these studies were instrumental in shaping how I work, I do not practice just one of these disciplines. Over time, they’ve blended into a focused approach that has taught me to observe closely, think conceptually, and design with sensitivity to the human experience.

It was from these foundational beginnings that I naturally flowed into practicing graphic design, but with a unique, visually driven, illustrative approach woven into my design work. Over time, this developed into my style and has helped me shape brands and build design materials grounded in thoughtfulness, meaning, clarity, and how people relate to and engage with them.

Not only have these foundations shaped my work, but they’ve also led to a set of guiding principles, approaches that continue to influence how I collaborate, problem-solve, and design with purpose.

These are the guiding principles I work by (in no particular order):

• Design Happens Together
• Approached with Thoughtfulness
• Design with Intention
• Acumen Equals Impact
• Crafted to Compel

  • This article expands on an later piece I wrote where I reflect on my process and why principles matter.

    → 5 Principles Behind the Process

  • The reel above is a mix of client collaborations and personal creative explorations I’ve pursued between projects. They express the breadth of my skills, my evolving style, and the passion I bring to every piece of work—whether driven by client goals or personal curiosity.

Luminous – Brand Identity

 

↑ Brand Development Deck
Deck slides are an overview of the process behind defining and executing the development of the Luminous identity.

 

↓ Abbreviated Brand Guidelines
The below guidelines outline the essential elements and standards for presenting the Luminous brand accurately.

Client Project

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Luminous – Brand Identity
Luminous engaged us to elevate its master brand and portfolio, guiding the development of a comprehensive visual identity that connects the parent brand with its sub-brands, reflects its mission, and positions it distinctively in the optical market. Luminous originated from Jonas Paul Eyewear and today, Luminous serves as the holding company for Jonas Paul and several other optical brands—dedicated to, “Shedding light into every corner of the optical space.”

Guided by research, collaboration, and informed insights provided by the team, my primary design goals were to establish a strong identity that connects the master brand with its sub-brands, stands out in a competitive market, and reflects boldness, innovation, and meaningful impact.

Despite early design challenges, our shared determination and open dialogue allowed us to refine concepts until one emerged that aligned seamlessly with the brand’s vision, core audience, and markets. Achieving this alignment demanded a rigorous process, carefully balancing innovation, design, and brand consistency.

The result is a distinctive and innovative identity that thoughtfully reflects their mission and current brand offerings. It embodies quiet sophistication—illuminating rather than overwhelming—and conveys intentional brilliance balanced with confident contrast, capturing the essence of the brand.

 

  • Luminous
    Optical & Eyewear Services

  • + Brand Advisor
    + Concept Development
    + Creative Strategy
    + Design Direction
    + Qualitative Research
    + Visual Identity

  • MKN Design Team:
    + Michael Nÿkamp, Design Director

    Luminous Stakeholders:
    + Ben Harrison, Chief Executive Officer
    + Laura Harrison, Chief Operating Officer
    + Spencer Blanchard, Chief Revenue Officer

Holla!

Creative Musing
May 2025

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Holla!
This is Chuck Lacy, starring as Eugene on the hit TikTok series Retirement House—a funny and quirky look at life in the golden years with a crew of unforgettable seniors.

 

Riot Games – Iconography Design System

 

Pengu

Dan

Tacibear

Poro

 

Client Project

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Riot Games – Iconography Design System
Monotype hired MKN Design to assist in leading Riot Games’ development of a custom, scalable iconography system. We oversaw iterative design, cross-team collaboration, and standards development, culminating in the delivery of an iconography library, which supports the brand’s growing product ecosystem and strengthens its visual language. Over the project’s six-month period, I co-led the effort as the icon systems specialist. My role focused on guiding, developing, and establishing standards that shaped a comprehensive toolkit of pixel-perfect icons, capturing the bold and playful spirit of Riot Games.

The goal of this project was to create a cohesive iconography system of 350+ icons that scaled seamlessly across three sizes—16, 24, and 32 pixels—while staying true to Riot Games’ brand. The system was designed to be bespoke, scalable, and unified—enhancing the user experience, reinforcing the brand’s visual language, and ensuring consistency across all Riot products.

The process involved research, iterative design, and collaboration across Riot and Monotype teams to ensure each icon met functional and aesthetic requirements. Every icon was carefully crafted to be pixel-perfect, visually cohesive, and easily recognizable at multiple sizes. This iconography system not only provides a sustainable foundation for developing future icons that align with Riot’s brand but also streamlines workflow, supports cross-product consistency, and strengthens the overall player experience.

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Learn more about the process of developing and crafting this extensive iconography set.

“MKN Design played a key role in developing a strategic and refined iconography library for Riot Games. Their leadership and guidance across both Monotype and Riot Games ensured seamless collaboration, aligning the visual identity with brand goals through a thoughtful and systematic approach. They demonstrated the ability to solve complex design challenges while maintaining keen attention to detail, making a significant impact on the project’s success. Reliable, communicative, and consistently exceeding expectations.”

Robert Ignasiak
Product & Interaction Lead, Riot Games

 

  • Riot Games via Monotype
    Video Game Software & Entertainment

  • + Client Liaison
    + Co-Leadership
    + Creative Strategy
    + Design Direction
    + Brand Advisor
    + Design Ideation
    + Iconography System Design
    + Iconography System Guidelines
    + Illustration
    + Qualitative Research

  • MKN Design Team:
    + Michael Nÿkamp, Co-lead & Design Director

    Monotype Stakeholders:
    + Terrance Weinzierl, Co-lead & Creative Director
    + Jordan Bell, Type Designer

    Riot Games Stakeholders:
    + Robert Ignasiak, Product & Interaction Lead
    + Sascha King, Design Direction & Product Ecosystems
    + Junho Kim, Director, Visual Design Art

Holmes Sardines

Creative Musing
November 2024

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Holmes Sardines
This internal project reflects my appreciation for vintage packaging and its rich history. I’m inspired by the hand craftsmanship of early packaging design, which beautifully captures the essence of its era. Through recreation, my aim is to preserve and honor its historical significance.

Sardine fisheries and their canning factories were prominent along the U.S. East and West Coasts from the 1870s until their decline in the mid-20th century, serving as vital industries for coastal communities. These operations not only supported local economies but also played a significant role in shaping the cultural and industrial landscape of the time. The Stinson Sardine Cannery in Prospect Harbor, Maine, was the last operating sardine cannery in the United States, closing its doors in April 2010, marking the end of an era for a once-thriving industry.

Tank of Hearts

Creative Musing
November 2024

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Tank of Hearts
Trade missiles for hearts.

 

Exhibit A

Client Project
November 2024

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Exhibit A
I worked with Adrian Butler [AB] to create an illustrative Pegasus for Exhibit A—an innovative fashion and dance experience highlighting creativity and community through fashion + music.

  • + Branded Event Illustration

  • + Concept Development 
    + Sketching and Ideation
    + Graphic Design
    + Illustration

KitchenAid – Branded Environment Graphics

↑ Final Environment Design Concept

↓ Final Environmental Design Environment

↓ Video: KitchenAid Environment Walkthrough

↓ Details: KitchenAid Brand Illustrative & Product Narratives

Client Project

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KitchenAid – Branded Environment Graphics
For the second consecutive year, we partnered with KitchenAid, a leader in the consumer kitchen countertop appliance sector, to translate and design their updated brand story with supporting environmental visuals and products for their annual directors’ meeting.

At this year’s meeting, KitchenAid was showcased, and we developed visuals for their updated brand messaging into an illustrative, product-focused walkthrough leading into a beautifully designed kitchen environment, highlighting their most innovative products to investors.

After meetings and a review of their brand messaging and requirements, we deconstructed each brand pillar and translated them into five distinct narratives to bring the “Do It With Me” ethos to life. Each story highlighted households preparing meals, showcasing the interaction of illustrated people with KitchenAid’s countertop appliances, cookware, and utensils in action. These narratives were then seamlessly integrated into a sixth narrative, creating a cohesive story that illustrates how KitchenAid plays a central role in bringing people together, supporting families in food preparation, and fostering meaningful experiences in the kitchen.

The final installation was a seamless blend of clean, minimalist line illustrations paired with physical KitchenAid products, effectively demonstrating how the brand serves as an ‘aid’ in everyday cooking routines. The result was a visually captivating environment that embodied KitchenAid’s brand principles and brought their message to life. This project was a collaborative effort, with the KitchenAid product and CMF teams. Concept sketches where done by Jody Williams.

 

  • KitchenAid
    Consumer Countertop Appliances

  • Branded Environment Graphics

  • + Concept Development
    + Design/Art Direction
    + Illustration 
    + Narrative Storytelling
    + Print Management
    + Qualitative Research

Tulip Festival

Creative Musing
October 2024

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Tulip Festival
I submitted these minimalist tulip illustrations to the Tulip Time poster competition, but they didn’t place. So, I repurposed them into mockups for the Tulip Festival at Keukenhof Gardens in Lisse, Netherlands.

Artwork Statement: Inspired by the tulip’s form, this series of minimalistic illustrations captures its beauty through three life stages: Emerge, Unveil, and Reveal. Each phase captures the tulip’s transformation using the simplicity of negative space to frame its contours. The reduction of detail allows the viewer to focus on the essence of the tulip’s appearance, revealing how it unfolds over time. Through this work, I seek to emphasize the tulip’s beauty and timeless form. The three posters can be evaluated as a series or individually considered.

 

Yes She Can!

Creative Musing
September 2024

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Yes She Can!
For Freedom.

 

Pixel Playoffs

Article
September 2024

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Pixel Playoffs
I had a fantastic time at Atomic Object for Tech Week GR last night! Comfort & Adam (comfortandadam.com) and I took part in a live head-to-head art competition, based on word prompts from the audience. The prompt we were given was: “The future is a tentacled optimistic Cheez-it.” From there we each created separate illustrations, working independently without seeing the other team’s artwork, all within three half-hour rounds.

Huge thanks to Kimberly Crawford and Brittany Hunter from Atomic Object for organizing such an awesome event for the community!

 

No King

Creative Musing
September 2024

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No King
Earthly power, at last, doth yield to death.

 

Multiplayer Tetris & Game Over

Creative Musing + Product
August 2024

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Multiplayer Tetris & Game Over
Created these for the love of 1980’s arcade graphics. Tetris was created by Soviet software engineer Alexey Pajitnov in 1984 and was released in the United States by Atari Games in 1988.

  • Multiplayer Tetris & Game Over graphic tees are available for purchase on Cotton Bureau. Check out more graphic tees on my Cotton Bureau profile page.

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    Note:     All Cotton Bureau apparel comes in a variety of clothing types, styles, fits, sizes, materials, and colors.

Strategy Requires Creativity

Article + Client Projects
July 2024

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Strategy Requires Creativity
I remember when all creative concepts were hand-drawn. I honed this skill during my college years studying illustration and design, and continue to use it to this day. Nowadays, most clients don't see my sketches, as presenting 'polished' work has become the norm. Nevertheless, my sketches are what made the project.

For me, sketching is essential for visual problem solving and connecting ideas. It continues to help me to create strong visual concepts not only requiring a skilled hand and a good eye, but also empathetic, critical, and conceptual thinking.

If you're seeking human insight, creativity, and thoughtfulness, I can help your brand craft strategic, compelling and unique solutions based on your business objectives, your brand, and your consumers.

 

Orb

Creative Musing + Product
June 2024

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Orb
Creating a celestial feeling through experimentation with shapes, blurs, and textures.

  • Orb graphic tee is available for purchase on Cotton Bureau. Check out more graphic tees on my Cotton Bureau profile page.

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    Note:     All Cotton Bureau apparel comes in a variety of clothing types, styles, fits, sizes, materials, and colors.

Anatomy of Twitter

Creative Musing + Product
June 2024

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Anatomy of Twitter
I pulled this illustration from my archives (originally created in 2010). When Twitter existed before becoming 'X', the internet dubbed my illustration "The Anatomy of a Tweet." My original aim was to depict the thinking (brain) and feeling (heart) of users, highlighting the struggle to balance logic and emotion tweets.

  • Anatomy of Twitter graphic tee is available for purchase on Cotton Bureau. Check out more graphic tees on my Cotton Bureau profile page.

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    Note:     All Cotton Bureau apparel comes in a variety of clothing types, styles, fits, sizes, materials, and colors.

Zero/One & Ninety-Nine

Creative Musing + Product
April 2024

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Zero/One & Ninety-Nine
These numbers were my favorites growing up. Zero/One (or 10) is from the Dodge Charger that Bo and Luke drove on, Dukes of Hazzard. Ninety-nine of course came from my favorite hockey player, Wayne Gretzky who played for the Edmonton Oilers from 1979–1988.

  • Zero/One & Ninety-Nine graphic tees shown in this post are available for purchase on Cotton Bureau. Check out more graphic tees on my Cotton Bureau profile page.

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    Note:     All Cotton Bureau apparel comes in a variety of clothing types, styles, fits, sizes, materials, and colors.

  • The numbers featured on these tee graphics come from a display typeface I designed. It’s available for purchase, view Sum here.