ADC MGMT SOLUTIONS + FITJOY
FROM BRAND TRANSFORMATION TO BRAND EXPANSION
While serving as the sole in-house designer in DHM Media's art department, I was assigned a client rebrand that grew into something bigger: a second business, built from scratch, because the first project earned enough trust to get asked back.
Role: Lead Designer / Brand Development (sole creative resource on both engagements)
Scope: Brand Strategy • Identity Systems • Naming • Campaign Development • Collateral • Web Concepts
PART ONE: ADC MANAGEMENT SOLUTIONS
ADC, a women- and minority-owned leadership advisory firm, needed a modern identity that could carry real meaning — not just a refreshed logo, but a mark tied to the company's actual origin story. The founder's aunt, CEO of The Aspen Group, was the reason she'd started her own business; I introduced the Aspen tree as the company's core visual symbol, built around that family connection and the tree's own resilience and adaptability.
From there I developed the full system — color palette, typography, a 20th-anniversary lockup — and extended it across stationery, sales collateral, merchandise, environmental graphics, and web concepts.
PART TWO: FITJOY - Building a Brand From Scratch
The ADC work built enough trust that the founder came back with a second, unrelated venture: a women's wellness and fitness brand, built from nothing. I developed the name, the tagline ("Live Fit. Love Joy."), the full visual identity, and the campaign system that carried it across social, merchandise, and a launch site concept.
WHY THIS PAIRING MATTERS
These aren't two unrelated logo projects. They're proof of the same thing happening twice: client trust translating into expanded scope. ADC required finding meaning in an existing company's story and giving it a visual language for the first time. FitJoy was a blank page under a founder who'd already decided to trust me with one. Different problems, same outcome — the kind of relationship that turns a single project into an ongoing creative partnership.
Two complete brand systems, from a 20-year-old firm's first real visual identity to a brand-new venture's birth — built solo, end to end, by one designer.