PETOSKEY, MICHIGAN

Brand Identity | Environmental Design

Designer in Residence: Jake Welchert

Photo credit: Every Last Morsel | Coolhouse Labs

I had the pleasure of developing the brand identity and designing the space for Coolhouse Labs, a startup incubator in Petosky, Michigan. I love working with small business owners who are just starting out and come to me gushing with passion for their venture. Founder and Managing Director, Jordan Breighner approached me with sketches and big ideas for what he was hoping this clean-tech-meets-wooded-midwest company could look like. We exchanged emails chock-full of photos of lake front views, pulling colors and inspiration from the science and data side of the tech community and the natural harbor town that he called home. We explored how the ripples in water made him think of collaboration and idea forming and how tree rings reminded us both of growth and nourishment—essential for the success of any start-up. Coolhouse Labs is now in its third year with 2 locations offering $50K accelerator programs to its applicants and over $200k in perks plus the opportunity for follow-on funding