As Colle McVoy found itself in the next great era of brand building, the agency felt the call to reimagine its future. Guided by a fearless positioning focused on the Great Wide Open, we built a fresh identity to showcase how the agency pushes the boundaries of creativity.

A variable system of monograms represents how the agency nimbly collaborates and iterates throughout the creative process.

A series of custom 3D landscapes represent the vastness of the Great Wide Open.

We embarked on a delicious transformation, breathing new life into a seasoned 70-year-old frozen food delivery company. We not only unveiled a fresh brand but also gave it a distinct new name and identity that nods to the company’s unique history. We designed the brand to be more relevant to the demands of today’s families, highlighting Yelloh’s mouthwatering offerings and personalized service—bringing a freezer full of happy to every doorstep.

Agency: Colle McVoy
Senior Designer: Catherine Bretheim
Design Director: Dustin Hackwith
Packaging Design: Paul Hudachek
Creative Director: Adam Ridgeway
Copywriter: Nicole Brennan
Motion Designer: Dawn Charbonneau
Photographers: Josh Grubbs, Colleen Guenther, TKP Studios
Illustrator: Jordon Cheung

As the original frozen food company since 1952, Schwan’s Home Delivery needed a new image to align with their new, modern offering. They entrusted us to not only rebrand, but rename their beloved, family-owned company. People familiar with Schwan’s Home Delivery often refer to it with a nostalgic glimmer; we aimed to bring the brand to the present, while positioning it to create memories for a new generation of consumer.

Why the name Yelloh? It’s a friendly greeting, the color of their iconic trucks, and now, it’s a great way to get a freezer full of happy.

The color palette pulls forward hues from the original brand while refreshing others to give Yelloh a modern feel. Angled blocks stemming from the logo are a core component of the graphic language and create dynamic layouts with a sense of movement — expressing how the brand efficiently delivers food to customers’ doorsteps.

Typography is playful and bold — the perfect vessel for the brand’s revamped tone: fun, relatable, enthusiastic and knowledgeable.

The identity came to life in some of the brand’s most iconic assets including its legendary yellow delivery trucks, driver uniforms, freezer bags and packaging.

A system of badges highlights product offerings and the expertise drivers bring to customers' doorsteps.

We developed the brand’s first illustration library to tell new customers the story of how Yelloh delivers a freezer full of happy.

The food and lifestyle photography reflects relatable mealtime moments, complete with modern lighting style, refreshed prop library, and food styling that embraces life’s delicious imperfections.

Yelloh.com is a modern leap for the original frozen food company.

“From the first naming ideas to the final logo, there was so much collaboration and spirited discussion…thank you for your thoughtful creative and strategy leadership.”

–Marketing Director, Yelloh

Groops is a mental wellness platform that gives people a space to talk about life’s biggest issues. The brand identity was designed to reflect the brand’s modern approach to mental wellness while highlighting the bold and illuminating conversations members have through Groops.

---

The logo transforms Groops’ “O’s” into overlapping speech bubbles to highlight the power of conversation.

Coming from a category filled with fear- and performance-based marketing, our strategy aimed to capture the emotion behind horse care with the rallying cry “Long Live the Horse.” To bring the brand to life visually, we’ve homed in on the beauty of connections between caregivers and horses that show a reciprocity of care – both putting in as much as they receive.

Our color palette builds on Zoetis’ corporate color system by incorporating additional earth tones that add a premium feel and celebrate horses’ beautiful coats and natural environments.

We produced a brand book to launch the campaign internally at Zoetis with print techniques ranging from clear varnishes and intricate diecuts to emotive substrates and gate folds to bring the brand to life.

This project centers on a 186-page publication that visually explores automobile dominance in Minneapolis with strategies to return power to pedestrians by way of graphic and urban design.

The vast majority of Minneapolis streets are dominated by car traffic and are unsafe for pedestrian life. That said, many residents are unsure of how to advocate for their neighborhoods and what design strategies are available beyond lowering speed limits. This publication equips residents with data, traffic calming strategies, and resources for advocating for people-first infrastructure on their local streets in order to create future streetscapes that benefit all users.

Read more about the project’s process, inspiration, and sources on my self-coded capstone page here.

Chapter 1
Reality CheckUsing data visualizations, this chapter takes a close look at the bleak reality of walking on the streets of Minneapolis.