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We will help you make the right strategic impression.

Your brand is one of your most valuable assets. It's more than just a logo, but your entire company image. We will help you identify how to best showcase your business and appeal to your audience.

Capabilities Used

Brand & Identity Development
1871 Dairy is bringing dairy back to Chicago after a storied history.

We have been involved with 1871 Dairy from concept to execution on a number of different projects, all of which showcase the quality and heritage of this high-end dairy company. Along with the logo, we created a brand system that was extended to packaging, web, social, and environmental components.

Looking established from the start

When designing any brand, we explore the unique qualities needed and the market possibilities present. The 1871 logo needed to reflect the history that inspired its name while looking contemporary to stand out in the dairy section of your local grocery store.

Research, sketch, rework, sketch some more

With every brand we are a part of, we want to capitalize on design options that will help YOU stand out.

Crossroads on the Fox

Situated on the Fox River, the Village of North Aurora enjoys abundant natural beauty, a thriving business sector, and amiable residents. Despite these desirable qualities, many were unfamiliar with the area and assumed it was part of a nearby city, Aurora. To fight this misconception and provide the Village with a bold and unapologetic look and feel, Rule29 created an all-new logo, color palette, and tagline.


The logomark is comprised of the iconic bridge over the Fox River, a graphic depiction of the river and numerous nature paths of the village, all contained within a circle to communicate the inclusive and vibrant community of North Aurora.


Along with the main mark, we designed logos for their River District Alliance group and annual town festival.

Water & Education Change Everything

Lifewater International is a non-profit, Christian water development organization dedicated to effectively and sustainably serving the world’s rural poor through integrated safe water, sanitation, and hygiene programs. The organization, which has been around for over 35 years, came to Rule29 for a refresh of their brand, hoping to appeal to new generations and distinguish themselves even more in the non-profit sphere.

Helping Lifewater refresh to maximize impact

With that in mind, Rule29 set out to develop a contemporary look that would demonstrate the professionalism and integrity of Lifewater, while also engaging interested audiences with powerful imagery and sleek design. The new mark is symbolic of Lifewater's signature impact program – WASH (water, sanitation, and hygiene). These three elements come together to form a water drop, with the internal drop representing the final component of Lifewater's work: spiritual well-being.

Batavia Public School District 101

The BPS101 goal was simple: create a brand that effectively communicates the excellence the district offers, while providing design expertise to help bring the entire district and school brands under the BPS101 banner.


We interviewed students and teachers from each school in an attempt to understand the “personality” of each mascot, and how to retain that in each school's mark.


We designed a family of mascots, each with unique traits and color palette.

Setting a new course

Raffles Insurance is a 30-year-old insurance company that needed a refreshed look and voice. We had the great honor of updating this brand, representing the country’s first heterogeneous captive insurance company, and build the platform for its future growth. After an extensive interview and research process, we redefining the brand essence, voice, and positioning. From there, we executed a comprehensive redesign of the logo, tagline, website, promotional materials, conference design, and recruiting tools.

From old to new

When updating the brand, Raffles needed a mark that was simpler, more memorable, and easier to apply with apparel, print, and digital.

Needing an updated mascot

Illinois Wesleyan University was looking to update their iconic mascot, Tommy the Titan. After researching period-appropriate headgear and the rest of the conference's mascots, as well as thinking through brand extension, we developed this concept. It highlights a logo that can be broken apart for apparel and signage, as well as a custom athletic font system to be used across the various sports and club teams.

Empowering students to build strong relationships.

The Positivity Project exists to collaborate with schools on creating citizens and leaders who will enhance our communities and country by internalizing the belief that “Other People Matter.” We had the privilege to help craft their new shield mark, which stands as the cornerstone of their brand story.

It's all about character

The leaders at The Positivity Project help to empower students to build strong relationships by equipping educators with the knowledge, confidence, and resources to teach positive psychology’s 24 character strengths. The logo mark and brand needed to be clear and work off the simple plus (+) symbol that signifies that their process starts with a positive outlook.

One gym, many goals

PraxisFit is a group-focused, functional fitness gym. From the very beginning, PraxisFit has been passionate about helping people live healthy lifestyles and learn new fitness techniques, all with the support of a community of trainers and fellow athletes. We started with naming the gym, then concepting a tagline. The brand has since been expanded into a wide range of environments that we have had the honor of creating, including the website, social media presence, and brand identity.

In motion

PraxisFit is about movement and progress, so we designed a logo that assumed an athletic and forward-moving posture with an elegant and customized logotype.

Create. Cook. Party.

Constructive Chaos is a art and culinary center hoping to bring a little more fun into the lives of kids and teens. The mark illustrates the unique combination of curriculum-based classes they offer, signified by the overlap of a whisk and paintbrush.

Hitting the mark

The brand had to appeal first to the decision-making parent and, if possible, show the elements included in the experience.

Collectively Inspiring Empathy

Level Ground is a collective of people, conversations, and experiences that inspire empathy and build relationships across our differences.

Creative safe spaces for dialogue

LG needed a brand that could be easily reproduced, animated, and be flexible in various event applications.