Cindy Rochlen Studio
OCTOBER AVAILABILITY — 3 PROJECT SPOTS LEFT
BRAND DESIGN + CREATIVE DIRECTION
Look Like the Obvious Choice.
Your brand should reflect where you’re going, not just where you’ve been. I find what makes a business worth choosing and turn it into a brand people recognize, remember, and trust. From first identity to global rebrand, I lead the thinking and make the work.
TRUSTED BY TEAMS AT
WHAT THE RIGHT BRAND CHANGES
It changes what people expect from you.
Before they read the pitch, compare the price, or book the call, your brand has already told them what kind of company you are and whether you feel worth choosing. The right brand helps you:
Look as valuable as what you deliver.
Turn the quality, expertise, and personality behind your business into something people can immediately see and trust.
Be remembered for the right reasons.
Build a distinct visual world that makes your company recognizable wherever people find it.
Grow without losing control.
Give teams, partners, and tools clear direction so producing more never makes the brand less recognizable.
HOW I WORK
Keep what people trust. Fix what gets in the way. Build what comes next.
PHASE 01
Find what makes you worth choosing.
I uncover what your audience values, what already earns trust, and what makes your business different.
FIND THE SIGNAL →
PHASE 02
Make the difference visible.
I turn that insight into an identity, voice, and creative direction that shows people what to expect from you.
DESIGN THE BRAND →
PHASE 03
Make it recognizable everywhere.
I build the tools, templates, and guardrails your team needs to create more without making the brand feel less like you.
BUILD THE SYSTEM →
WHAT I DO
Get the level of creative your next move deserves.
Strengthen what you already have, build a complete brand, or bring in senior creative leadership without adding another full-time salary.
FIX + REFINE
Brand Reset
For businesses with good ingredients but no clear system. I keep what already earns trust, fix what weakens the impression, and turn the strongest pieces into one confident brand.
INCLUDES
✓ Brand + visual audit
✓ Identity refinement
✓ Typography, color + image direction
✓ Creative cleanup + consolidation
✓ Practical brand rules
✓ Clear priorities + next steps
BUILD + SYSTEMIZE
Full Identity + Brand System
For businesses ready to look as distinct, capable, and valuable as what they deliver. I turn strategy into a complete identity and a system built to stay recognizable as the business grows.
INCLUDES
✓ Brand strategy + positioning
✓ Logo + complete visual identity
✓ Art direction + visual language
✓ Brand voice + messaging direction
✓ Guidelines + practical guardrails
✓ Templates + launch assets
✓ Rollout support
LEAD + CREATE
Fractional Creative Director
For teams with more creative moving than anyone has time to lead. I set the direction, make the high-stakes work, and help internal teams, freelancers, and vendors produce better work with fewer rounds. I also help you use AI where it actually saves time.
INCLUDES
✓ Ongoing creative direction
✓ Hands-on design support
✓ Campaign + launch leadership
✓ Brand stewardship + creative QA
✓ Internal team + vendor direction
✓ Flexible monthly support
The Work
See what the right brand changes. Different industries, same goal: make the right impression before anyone reads the pitch. The work can take many forms: brand identities and logos, print and editorial design, presentations, integrated campaigns, retail-ready packaging and apparel, environmental graphics, social creative, and production support that gets every last detail over the finish line.
REAL IMPACT. REAL PEOPLE.
YES, CREATIVE STRATEGY CAN HELP SAVE LIVES.
Working alongside Abbott's marketing and creative teams, I helped shape strategy and creative for a national blood donation initiative that ultimately reached 13 million new donors.
13 Million
NEW BLOOD DONORS
2.8 Million
SOCIAL IMPRESSIONS
39 Million
POTENTIAL LIVES SAVED
KIND WORDS
The goal isn’t more creative. It’s better decisions about creative.
“Cindy simplified our complex ideas into a brand that is clear, cohesive, and impossible to ignore.”
Design Director at CareerBuilder
"Cindy’s templates re-ignited our team and gave us instant momentum, clearer messaging, better outcomes, and a huge boost to our confidence."
Marketing Manager at VetnCare
“She elevated our brands into something that truly reflects who we are and where we’re going.”
Founder at Northbrook Montessori School & Zendegi Alchemy
FAQ
Before you book, the honest answers
How much does it cost to work together?
Focused Brand Resets typically start around $3K. Complete identity systems often fall between $8K and $15K. Enterprise campaigns, rollouts, and ongoing partnerships are scoped separately and can range from $35K to $75K+.
After a short conversation, I’ll recommend the right level of support and give you a clear scope before anything begins.
Do I need a full rebrand?
Not necessarily. If your brand already earns trust, I would rather protect that equity and fix what is getting in the way.
Sometimes that means a complete rebrand. Sometimes it means refining the identity, clarifying the direction, or building the system that was missing.
Can you work as our Creative Director without us hiring one full-time?
Yes. I can step in for a launch, rebrand, major project, transition, or ongoing monthly support.
I set the direction, make the high-stakes work, guide internal and external creatives, and keep everything feeling like one brand.
Do you work with startups and small teams?
Absolutely, especially when you are ready to build beyond a temporary logo.
I create what the business can use now, then build enough structure around it so the brand can grow without constantly starting over.
Where does AI fit into your work?
AI can make more things. It cannot decide what is worth making.
I use it when it improves exploration, iteration, or production. Strategy, judgment, art direction, and final quality stay human. If you already have AI-generated work, bring it. I’ll identify what is usable, what needs refinement, and whether there is a real brand worth building around it.
Can you help our team get better creative from AI?
Yes. Strong AI creative usually starts before the prompt.
I help establish the visual language, references, terminology, constraints, strategic direction, and quality bar so your team gets stronger outputs and knows what to do with them afterward.
What if I’m not sure which service fits?
That is normal. Send me what you have, what is changing, and what currently feels off.
I’ll tell you whether the smartest next move is a Brand Reset, a complete identity system, or ongoing creative leadership.
Can I hire you just for a logo?
Sometimes. If the logo is truly the problem, I can design the logo.
A custom mark still involves research, concept development, refinement, and production-ready files. If the bigger issue is how everything works together, I’ll tell you when a broader identity system would serve you better.
MEET CINDY
30 minutes. Senior creative brain included.
I’m Cindy Rochlen, a Metro Detroit creative director and hands-on brand designer with 10+ years of experience helping startups, established companies, and global teams turn messy ideas into clear, recognizable creative. The free 30-minute Brand Gut Check is a working conversation, not a rehearsed sales pitch. Bring me the messy brief, the half-built brand, the rebrand stuck in review, or the weird AI output. I’ll help you identify what is worth keeping, what is getting in the way, and where to focus next.
✓ What your brand is communicating now
✓ What to keep, refine, or rebuild
✓ The highest-impact next move
✓ What to DIY, automate, or hand off
✓ Whether I’m the right person to help