Building Brands that Feel Alive
Branding & Visual Identity Strategic Enough for Growth, Human Enough to Connect.
I'm Cindy Rochlen, a brand designer based in Michigan. I create brand systems for lifestyle brands, media & publishing companies, and Fortune 500 teams that build intellectual property and culture-shifting strategies.
The
Work
A scalable brand identity is built on three things: brand strategy that guides decisions, visual identity systems that differentiate in crowded markets, and intellectual property you can protect through trademarks and license for revenue.
Trusted by:
Cindy is the total package. She gets the message you want to portray and always comes up with really clear and effective ways to portray it. When thinking of who would be the best person to help with a creative project, for me, it's Cindy every time
She is a multi-talented graphic designer with tremendous amount of expertise in both print and web. She puts great effort in providing clients with desirable results and takes great pride in exceeding expectations.
Cindy is fantastic – very proactive and communicative and is the perfect combo of creative/design expertise and marketing capabilities. Great talent!
We needed a digital presence that captured decades of punk, goth, and rock culture without turning it into a trope. The landing page, the OOH ads, the whole strategy; it all felt right. She even shot our longtime employee and made it look like a zine cover, not an ecommerce campaign. She didn't just execute, she understood what we were trying to protect. Cindy just gets it.
I came to her at a turning point, and she gave me the clarity and tools to scale without losing what makes this work sacred.She didn't just design a logo. She helped me honor my father's legacy while building a brand that could grow. She understood the balance I needed between spiritual and premium, and she nailed it.
The presentation template Cindy built sounds like a small thing, but it changed everything. When she showed us what she created, our team got re-ignited. Suddenly we had a tool that made us look as professional as we actually are. Beyond the templates, Cindy gave us two full campaign systems that worked across every touchpoint. Our team is still pumped about it. Looking forward to working together on more projects!!
Find your difference. Build around it. Stop copying the competition.
→ Scalable brand identity systems that compound in value over time
→ Brand strategy and positioning that differentiates in crowded markets
→ Brand personality, intellectual property strategies, and merchandising that creates new revenue streams
→ Brand guidelines and experiential design that scale across every touchpoint
→ Creative strategy and brand consulting to get executive buy-in and push bold ideas forward
→ Trademark-protected brand identities that are instantly recognizable
01
Discover: Research & Brand Strategy
Every brand identity project starts with a conversation. We dig into your vision, your audience, what’s working, what’s not, and what’s keeping you up at night. This discovery phase ensures we’re aligned on your business goals before any design work begins.
02
Strategize: Brand Positioning & Messaging
We shape your vision into a clear brand strategy through competitive research, audience insights, and strategic positioning. We’ll define your brand positioning, voice, tone, and messaging so every creative decision is rooted in real strategy, not just aesthetics.
03
Create: Visual Identity Design
With a clear brand strategy in place, we bring your brand to life visually. From logo design to color systems to complete brand identity systems, we craft scalable visual identities that are intentional, elevated, and aligned with your business goals. For publishers, this includes editorial design and key art. For corporate teams, this covers brand refresh and internal guidelines.
04
Deliver: Brand Guidelines & Templates
You get the complete brand system: comprehensive brand guidelines, ready-to-use templates (social graphics, pitch decks, marketing materials), and design assets you need to maintain brand consistency across every touchpoint. We also develop merchandising and licensing strategies when applicable.
05
Support: Implementation & Consulting
