Iconoflage

Building A Brand That Matches The Work

What started as an art experiment in 2009 evolved into a distinctive illustrative branding technique by 2015, but it wasn't until the Dutch Bros headquarters project in 2024 that I realized Iconoflage could be a viable premium service. The challenge was clear: if I was going to charge what this work was actually worth, I needed a brand that matched that positioning—not arts-and-crafts-fair vibes, but agency-caliber professionalism with authentic personality, just like the work itself.

The result is a comprehensive brand system that demonstrates what happens when you have complete creative control and strategic vision. From the trademark and logo development to custom packaging solutions, every touchpoint reflects the "intentionally imperfect" philosophy at the heart of Iconoflage. The Meta II artwork—a self-referential Iconoflage piece about my personal brand and Iconoflage itself (we’re talking META after all…)—extends across business cards, custom-cut hangtags, tissue paper packaging, and even hand-painted Nike Dunks, creating a cohesive brand experience that's both highly professional and unmistakably human.