ROLE
Unsolicited Brand Strategist & Designer
RESPONSIBILITIES
Brand Audit & Competitive Analysis
Dissecting what exists, what's broken, and what other states are doing betterPositioning & Strategy
Brand platform, tagline architecture, voice and toneVisual Identity
Logo refresh, color system, typography, license plate redesignMockups & Brand Expression
Signage, merch, posters, the worksSpeculative Brand Guide
Because if you're going to do it, do it properly
This project started with a simple observation: the State of Minnesota has a brand problem. Not an identity problem — Minnesota knows exactly who it is. Fiercely progressive. Genuinely diverse. Colder than you think you can handle and warmer than you expect once you're there. Home of Prince, the greatest State Fair in the galaxy, 11,842 lakes, and the longest Democratic presidential voting streak of any state in the country. A place that feeds its schoolkids, legalized the things that needed legalizing, and told three different states' worth of people seeking medical care that they were safe here — all in a single legislative session.
The problem isn't the state. The problem is the brand hasn't caught up.
"Explore Minnesota" — that's the current tourism tagline. Explore Minnesota. You could put that on a brochure for literally any of the fifty states and nobody would blink. Meanwhile the license plate still says "Land of 10,000 Lakes," a number that has been wrong since a professor said it offhand at a State Fair in 1874 and nobody corrected it for 150 years. The official state motto is in French. There is no coherent system. There is no north star.
This is the rebrand that fixes that. Not a redesign for redesign's sake — but a translation. Of what Minnesota already is, finally said clearly, in a voice that matches the state it's describing.
Minnesota didn't need a new identity. It needed someone to hold up a mirror.
ONE: BRAND AUDIT
License Plates
Wrong number, clip art energy, and a URL. Has not made a decision since 1950.
Logo + Wordmark
A genuinely interesting mixed-case wordmark held hostage by a highlighter-green logomark and a palette that lists black as a brand color.
Tourism Positioning
The tagline says "Explore Minnesota" (come on guys, that's the best you've got?) The homepage says "Star of the North." Nobody told them they work for the same state.
State Flag
The best thing in the system. Designed last. Informed nothing.
TWO: COMPETITOR ANALYSIS
Three states. Three different lessons. All of them better than "Explore Minnesota."
Every state in the country has a brand — some inherited, some intentional, most somewhere in between. Reviewing the full competitive landscape of all 49 revealed a clear pattern: the states with strong brands aren't necessarily the most interesting states. They're the ones that made a decision and committed to it. Michigan committed to two words. Maryland committed to its flag. Illinois committed to a tagline that could hold an entire campaign. Three very different approaches. Three things Minnesota can learn from.
THREE: DISCOVERY
Forty-Six Taglines Walk Into a Room
Three things kept rising to the top. Not because they were the loudest, but because they were the most true.
FOUR: THE REBRAND
The Perfect Marriage
Something old. Something new. Something borrowed. Something blue.
The Mark
The Wordmarks



The License Plate
The Flag



Style Guide
The Type.
Brand Identity System
2026
Who We Are.
Up Here.
FOUR: THE WORLD
Where the Brand Lives Offline
From screen to storefront:
What Vermillion Bliss looks like when it steps into a room.

FIVE: THE REFLECTION
Yes, I Did All Of This For Fun
(and because I dream of neon pink velvet couches)
A project that started as a learning exercise and became an argument for hiring me to make beautiful things.
Vermillion Bliss proved a few things. That Figma Make is a genuinely powerful tool in the right hands. That a complete, convincing luxury brand can be built by one person with strong opinions, good taste, and a willingness to hit "generate" 118 times. That AI isn't a shortcut — it's a collaborator that rewards creative direction and punishes vagueness, exactly like every other tool worth learning.
But honestly? The most important thing this project proved is that I know exactly what I'm good at. The brand strategy, the visual identity, the art direction, the copywriting, the interactive build — none of it felt like work. It felt like play. Which is either a great sign or a concerning one, depending on how you feel about someone who genuinely enjoys making fake furniture brands at night.
Most of my professional life is spent designing for B2B SaaS companies — clean, functional, responsible design that serves real business goals and real users. That work matters and I do it well. But Vermillion Bliss is what happens when those constraints lift. When the brief is whatever I want it to be. When the client is me and the only approval needed is my own.
I want to make more of this. Whole universes of fictional companies, each with their own visual language and brand world and slightly unhinged creative direction. If you're someone who needs a designer who can think like a creative director, build like a technologist, and commit fully to a vision — even a completely made-up one — I would love to talk.
Please hire me to make beautiful stuff.


One Last Thing…


















