Med City FC
On Brand

Didn't see this coming.


Friend and colleague Frank Spaith recently became the GM of a new semi-pro soccer franchise with the NPSL almost overnight. So then I get an email from Frank, that says something like... "Jeff, someone did a logo but I thought I should contact you cuz it needs a little help," He was right. It was astonishingly underwhelming, especially for the vision I knew Frank would have for the team and the level of play within the league. I told him not to worry and that I'd take care of it. A few emails and samples back and forth and boom we had something everyone could get behind.

Game Program
Season Pass
Branding and More

GoRout is a new tech startup here in Rochester that is the first of its kind. GoRout has developed a heads up display that fits inside a football helmet to be used during practice. The idea is that the coaches can direct the players to reset for the next play more quickly as well as gather real-time stats and point-of-view footage. It doesn't end there. The system is voice activated by the player and is seamlessly transmitted over GoRout Air without the need for any WiFi network. What does all this mean for football? It means that plays can be executed and reset in practice with greater efficiency. It means coaches can spend more time coaching and less time at a computer. It means four times more plays can be run in the same amount of practice time. And all of this leads to more wins. 


The company is growing fast, with teams already using the wearable forearm version and production of the HUD version underway. So with all the urgency, GoRout's founder, Mike Rolih needed some brand work done fast.

Not all of the offerings lent themselves to clever icons, however, which created a bit of challenge. The first was GoRout Air which came quickly as I thought about the three bars of wireless reception and no need for WiFi with their products. Because GoRout Steel is the operating platform, I went with a digital feel that I had already been incorporating into some of the other materials. Mike really liked it. However as much as we tried, the other two just seemed forced when we introduced symbols of eyes, screens, and so forth. In the end, we went with two-tone color type treatments and then added the sub-brand identifier "from GoRout" which set them apart nicely. That way the software offerings and the hardware offerings each took on a slightly different look.


Mike is a great client to work with. He offers immediate and decisive direction which is very welcome indeed. Not only that but it turns out Mike's got some crazy design skills (who knew?) which he applies to his website and image creation from time to time. I'm hoping to stay close to the GoRout team as they break out and make it big.


Soul Purpose
Starting from Zero

This branding project included a great deal of back and forth with the shop owner, Kristie Moore, to select a name as well as a primary logo concept. Many names were exchanged before the name, Soul Purpose, was settled upon. 


The owner has a vision for a shop that offers artisans and artists an outlet for their handcrafted products. Mittens and scarves from South America, upcycled cast-offs from local creators along locally sourced jams and jellies are just a hint of what you will find in this wonderfully creative boutique. 


My role (starting with the name) was to come alongside the owner and help envision a brand that would express her vision of freedom, creativity, and conscientious consumerism.

Alt Design #2 

Bob Bardwell, Founder
Ironwood Springs
Christian Ranch
Branding Project

I've been working on an awesome branding project for a local ranch and conference facility 20 miles southwest of Rochester called Ironwood Springs Christian Ranch. When I was first contacted by Operations Manager, Tracy Bashore to talk about the project, I had no idea how vast its facilities, offerings, and rich history were.  

Spirit of Rochester
City Identity Project

After many critiques, and dozens of trial applications on everything from sweatshirts to thumb drives, I settled on a design that landed in the zone where everyone could meet for this unique medical city city.

Brand Architecture
Hank and Purls 
Yarn Shop Identity Project Finalists
Prairie Walls Climbing Gym
Rebranding Project

For Prairie walls, I wanted to craft a system that conveyed friendliness and approachability to help potential customers overcome the emotional barriers they often have to be suspended by ropes high on a wall. I also wanted to generate a national feel with the sophistication that suggested authority and confidence on the subject of climbing.