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Image of a logo with the letter K and a shape of a butterfly resting on the arm of the K

Strategic Branding & Design for Outdoor, Health & Wellness Small Businesses

Struggling with a brand that feels inconsistent, chaotic, or disconnected? As a specialist in branding for small businesses in outdoor recreation, health and wellness, I guide you in aligning your brand with the core of who you are, what you do, who you help, and why it matters. Together, we'll build a cohesive, compelling identity that goes beyond the logo, attracting the right audience and driving growth.

All crafted with wild intention.

Project Case Studies

Cascade RV Branding on Jacket by Krista Cavender

Identity design for a Pacific Northwest RV dealership.


Identity design for a local white glove landscaping company.

Aloha Hemp Brand Identity Logo by Krista Cavender

Identity design for Hawaii-based hemp oil company.


Identity design for a Northern California doula services business.

Crafting Strategic Identities
My Approach to Branding

Meet the designer behind the branding and discover what makes her process different.

Brand Archetype icons for The Outlaw, The Creator, and The Lover

Reveal Your Brand’s True Personality

Leverage the power of archetypes to create more effective and targeted marketing that connects your brand to your ideal customers.

Hikers and Backpackers Celebrating Being in the Outdoors
“Krista did a wonderful job helping us clarify our design and brand strategy. It prevails through all of our work and it completely encapsulates us as a team.”
-Leah Cox, Synergy Partners

Photography by nic 

Brand Identity Design

The Visual Expression of Your Brand

I work with you to establish the visual expression of your brand. Whether you are starting from the beginning, looking for a refresh/refinement of your current logo, or scrapping the old for a shiny new mark, your identity will be designed with meaning and intention. There are various levels of brand identity and deliverables based on your needs and budget. Design deliverables can be as basic as a single logo or as comprehensive as full brand development including asset development and the workshop.

Brand Identity Elements

  • Logo

  • Typography

  • Color Palette

  • Illustration assets or Patterns

  • Graphic Styles or Theme

  • Tagline Message

  • Brand Guide

Brand Workshops

The Strategic Foundation for Your Brand

My stress-free and explorative workshops are the thing that sets my work apart from other designers. When you engage in a brand strategy workshop you are setting the foundation for all your branding decisions from positioning, creative and design, to messaging, customer service, and internal culture. I offer two levels of workshop depending on your business structure and needs. Workshops are an optional but preferred first step to brand identity design and are highly recommended for a meaningful outcome. Workshop deliverables are useful since they provide a map for creative consistency in your marketing plan.

Brand Strategy Elements

  • Brand Vision, Mission, and Values

  • Brand Personality

  • Brand Positioning

  • Competitors/Category

  • Customer Persona(s)

  • Impact/Motivation Elements of Value

  • Brand Workbook


What clients are saying ...


Krista's “Know Who You Are” workshop was transformative, boosting our confidence and providing a clear branding roadmap. Its self-paced format and practical tools, like the Brand Explorer Workbook, allowed for seamless integration of branding concepts. The Is/Is Not activity and Archetypes exercises were particularly revelatory, refining our brand's identity, style, and tone. While the content suits those with limited to none branding knowledge, the in-person sessions were crucial for our brand's foundation. An essential experience for any brand looking to elevate.

~ Chirag Mehta, Nimble Minds, LLC

Do any of these sound like you?

I can help you if…

You’re a funded startup that needs a solid brand foundation not only to woo your investors but to help motivate your internal team to get you to the next level. You need a new or "newish" logo/identity and a way to share your brand internally so that your entire team understands its essence.

Your business is growing but your brand is all over the place. You have inconsistent collateral, logomarks, colors, and messaging. You have new products or new customers and need to refresh your brand to align with all the changes that have taken place over the past few years.

Your small business has become established in your industry or community but you are finding your logo is outdated and your business has hit a plateau. You're not connecting with your ideal client and you feel your business needs a refresh.

What clients are saying ...


The workshop exceeded my expectations. Krista’s expertise and direct approach helped me uncover the unique aspects of my brand’s identity. The Is/Is Not exercise and Archetypes were extremely valuable exercises to complete for my business. This workshop has been instrumental in refining my brand’s overall style and tone of voice, but also helped me really get clear on my mission and where I see myself in the future. Looking forward to more workshops like this one!

~ Jennifer Zehnder, Mindful Space & Flow

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