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Joshua Tree Mountains and Rocks Branding for the Outdoors Image
Image of a logo with the letter K and a shape of a butterfly resting on the arm of the K

Helping you clarify your brand’s identity and true direction

Guiding entrepreneurs and small business owners toward brand clarity - taking you from scattered and inconsistent branding to a distinct identity that ignites recognition, trust, and growth.

Logos and brand identities crafted with wild intention.

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Together we'll build the plan to bring your brand and identity to life in a way that’s grounded in Who You Are, What You Do, Who You Help, and Why It Matters. 

After our journey together you’ll have a logo to be proud of, but in the end you’ll also have so much more…

Hand drawn arrow branding asset for Krista Cavender Branding and Design Website

A clear and intentional direction for your brand.

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.

Curious to see how I help businesses build intentional and meaningful brand identities?

Take a quick peek in this short video as I walk you through the process step by step.

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
The goal in life is not to attain some imaginary ideal. It is to find and fully use our own gifts.
-Gay Hendricks, PHD. The Big Leap

Aligning my passion for the outdoors, health, and wellness with my desire to help companies in the outdoor space survive and thrive is my absolute favorite work! If you are an outdoor, health, or wellness company I would love to work with you! Let’s chat.

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

Black and White photo of Krista Cavender
Hello text written in handwriting.

I’m Krista.
Here’s a little piece of my personal history... 

I pursue my passions in design not just because I want to, but because it’s the only way I know how to live. One of my passions is branding - both strategy and visual identity design. I've been helping entrepreneurs and small businesses invent, reinforce, and evolve their branding for over two decades. Much of my design work has centered around my love for the outdoors, the community it builds, and the people. Combining my passion for design with my passion for the outdoors has been my superpower.

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 about the Brand Explorer Workshop...

hand drawn quotes marks to symbolize a customer testimonial for branding workshop

This is way, way, way, beyond value expected. The meticulous planning coupled with the easy flow and the jam structure made it easy to focus on the tasks and it felt like we were having a conversation rather than completing work deliverables.

~ Dave Saunders, PAVA

Discover Your Brand’s True Identity


A brand archetype is essentially a shorthand way of connecting with your ideal customer. By leveraging the power of your brand's archetype, you can craft more meaningful marketing messages and develop a creative strategy that speaks directly to the psychological needs and desires of your target audience.

Take The Archetype Quiz to Reveal Your Brand’s Personality!

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