Project Introduction
Founded in 1996, Linden has weathered enough industry change to know the difference between adapting and truly innovating. That experience across strategy, branding, content, campaigns, video, and web shapes how we help clients tell their story.
the challenge
Linden has a rich history of being a trusted marketing agency for 30 years. When the previous owner retired, employees Joel and Maggie bought the company and wanted to make it their own. Wanting to bring Linden more into the spotlight, Linden moved locations to right downtown Fort Collins. Linden also needed a brand refresh that stayed true to who Linden was at the core, but modernized the brand to better reflect the new feel of the company. The old Linden brand was polished, but a little too buttoned-up for a team of artists and storytellers.
The solution
The new design captures the soul of a mullet — business in the front, party in the back. We kept the heritage and professionalism of the original brand, then layered in bold colors, playful and abstract images tell a messaging story throughout, and simple iconography that gave the brand room to have fun without losing its credibility.
Office Decor
The new office needed to represent the new brand. By creating window decals and signage, we were able to create a statement that could be seen right across the downtown square. The office has many large open white walls that needed to be filled with brand-relevant images. We used fun abstract images that we created for one of our calendar designs (more on this later).
Logowear
We all wanted to show off the new, fun brand. Everyone loves custom hats, so I created numerous different designs to choose from, including creating the first instance of the brand’s mascot, Brainy.
Mascot Characters
I designed and created 5 custom characters to represent the key services that Linden provides: Strategy, Branding, Digital, and Print (and then coffee because we drink a LOT of it). Brainy is the main face of the company, but each character has their own point and uses.
Client Calendars
Every year, Linden creates custom calendars to send to their clients and family. Each calendar has a unique message, theme, and design. In addition to the calendar, a custom Christmas card is sent off with the calendar.
2023 Calendar | Christmas Card
The theme for this calendar was, “It’s a whole mood.” We created and shot photos using personal items from each team member to represent the word for the month, and the feelings that it represents. The Christmas card was the first way for us to introduce the new “fun” Linden face.
2024 Calendar | Christmas Card
The theme for this calendar was “Idioms.” We created fun and unique photos that represent weird idioms and phrases that we say all the time. The Christmas card played into this theme and connected it to the classic 12 Days of Christmas song.
2025 Calendar | Christmas Card
The theme for this calendar was “Stylized Art.” We wanted to represent famous art pieces illustrated in our Linden style and color palette. The Christmas card took this idea and also added a fun element of Santa in the mix.
2026 Calendar | Christmas Card
This theme brought Brainy and the rest of the Mascot crew to life. Each month has a unique comic telling a funny story, all with Brainy as the main character. The Christmas card brings the whole crew together to sing Christmas carols at the front door of the Linden office.
the result
Linden is full of designers, writers, dance party instigators; innovators, deep thinkers, joy finders; and industry leaders. And this new brand represents not only the quality work done, but the fun that is had along the way.
This work was created at Linden Marketing while I was employed there between 2020-2026, and is the property of Linden Marketing.
