SDA COLLECTION

𖢥 brand strategy 𖢥 branding & identity

During my time working at the Skandalaris Design Agency, I became the lead brand designer for 7 startups: Menalated, CERV, NailsPalette, Ignite Performance, RacketZone, KaynoLabs, and Doppelgänger Foods.

My work spanned a wide range of brand development stages, from shaping early strategy and positioning through market research to developing visual identities and scalable design systems for more established ventures.

Summer & Fall 2025
Advised by Yannic Dosenbach

Menalated

Strategy, Messaging, Visual Systems

Menalated provides high-quality hair and beard care products specifically for men with textured hair. As they are scaling their business, I was initially brought in to expand their existing branding assets. Together, we recentered on bringing clarity and consistency to their positioning so that it aligns with their long-term business goals. The result is a clear voice and visual system that emphasizes confidence and self-expression.

Brand Guidelines

I realized that many of the materials my client requested was on a need-by-need basis and overall unsustainable in a 4 week time-period. Instead of simply producing short-term assets, I proposed a pivot toward developing comprehensive brand guidelines, along with example applications of the system I created. This approach ensures that as new materials are produced in the future, the brand can remain consistent and cohesive no matter who is designing it.

CERV Better Labor Monitoring

Logo Design, Branding & Identity

CERV is a new femtech device designed to provide a more comfortable, accurate, and lower-risk cervical dilation experience. Using continuous laser imaging rather than traditional manual estimation, it prioritizes both precision and patient well-being. The client approached me to redesign their existing logo and develop a more sophisticated identity—one that reflects their dual commitment to scientific credibility and empathetic, maternal care.

Original Logo

New Logo

Process

NailsPalette

Brand Strategy, Branding & Identity, Positioning, Market Research

At its earliest stage, NailsPalette initially approached us for a complete branding system to support its launch. However, as we began the process, it became clear that there wasn’t yet enough foundational market research to meaningfully differentiate the brand within a saturated field of press-on nail companies. From there, we shifted focus to a period of visual exploration and analytical research, which helped clarify the brand’s unique position. This work centered the identity around NailsPalette’s AI-driven monthly personalization feature and self-expression.

Personality Sliders

Data from prioritization survey

Research Summary

Competitor Analysis

Social Listening

KaynoLabs

Branding & Identity, Logo Development, Asset Building

KaynoLabs’ Douglass is an AI insight engine that connects seamlessly across multiple data sources, surfacing and analyzing information without requiring users to switch tools. I developed a brand identity system centered on the idea of an intuitive workspace and interconnected datapoints, emphasizing functionality, clarity, and efficiency.

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