Firewood was a five-year-old agency with a brand built on humility, empathy, and care when I joined in 2015. The client base was strong but concentrated — mostly Google, deeply embedded. We wanted to branch out and build something out of our past accomplishments that could grow and thrive.

The internal culture was solid and an imperative to our purpose as we grew. The stated values were inclusivity, authenticity, responsibility, and humility—qualities every employee and new hire shared across the board.

We organized the entire business engine around our shared values, starting with how the Google relationship would work going forward. Then we modeled the brand and future relationships on that.

From our values, experience, and shared infrastructure, we mapped the full business experience.

We plotted it against the clients we had and the clients we wanted. We aligned it with our values and what we wanted the organization to be.

From that we built the brand, the ecosystem, and the marketing plan—then built the brand identity around that.

As a defining organizational pillar, we designed a complete brand book covering our values, our principles, and our position in the marketing world.

It brought together the company’s philosophy, working methodology, and operational knowledge into a single clear representation of the business—its people, its shared values, and its commitment to doing things better, both as a marketing agency and as an organization of good-hearted people.

Deliverables: logo, logo mark, logo treatment, color palette, typography, voice and tone, composition, applications.

Soooooo, here’s the deck…