Berry Interesting Productions, Inc.
Evolving a 20-year digital partner from a legacy DIY visual identity into a strategic, scalable brand system.
Introduction
What began in 2022 as asset creation within Berry Interesting’s original brand framework quickly evolved into a full strategic partnership. As BIPi approached its 20-year milestone, Founder D’nelle Dowis recognized that after nearly two decades of growth, the agency’s visual identity needed to match the high level of digital expertise they delivered to their clients.
Together, we set out to evolve their 17-year foundation into a modern, cohesive brand identity—refining their visual language, eliminating daily decision fatigue, and equipping their team with a scalable system built for long-term growth.
Client
D’nelle Dowis, Founder, Berry Interesting (BIPi)
Industry
Digital Marketing & Website Support
Services
Brand Strategy, Identity Refresh, Logo Design, Visual Systems
“I needed balance—my brain is all logic and systems. Sara brought that intuitive, creative perspective I couldn’t achieve on my own.”
Background & Challenge
Overcoming a 17-Year Visual Bottleneck
Working within BIPi’s original design framework highlighted two distinct operational and brand hurdles:
Strategic Disconnect: BIPi had grown into an established authority in website support and digital infrastructure, but their legacy visual identity still felt like a DIY startup. The mismatch made it difficult to communicate their true value and attract ideal, high-caliber partners.
Operational Friction: Without centralized, modern brand standards, asset creation required constant guesswork. D’nelle and her team were making design choices on the fly, creating internal bottlenecks that slowed down marketing execution and made delegation unnecessarily complex.
↑ The Legacy System | Original Brand Guidelines (2006–2023)Strategy & Refresh
Aligning Wit with Reliability
To reposition BIPi without losing their approachable personality, I designed a comprehensive brand identity grounded in two core traits: wit and reliability. The reframe shifted their narrative from a standard web shop to an indispensable strategic partner for small-but-mighty marketing teams.
To eliminate internal design bottlenecks, the system was built for seamless long-term execution. I crafted the full custom identity system and then transitioned all core assets into an organized Canva library. This gave D’nelle and her team an accessible, intuitive hub where they can independently produce on-brand materials quickly without making design choices on the fly.
Deliverables: Flexible Logo System, Palette & Typography Hierarchy, 15-Page Brand Style Guide, Custom Service Icons, Master Design Package, Centralized Canva Asset Library.
“Having official brand standards made our lives so much easier. Marissa [Senior Developer] can reference the guide directly, taking design guesswork off her plate and letting us execute far more efficiently.”
↑ The Refreshed System | Modern Brand Guidelines (2023–Present)
A System Built to Scale and Perform
Rolling out the refreshed brand identity transformed both external market perception and internal team operations for Berry Interesting. The new visual foundation allowed BIPi to shed its DIY origins, step confidently into higher-tier client conversations, and operate with far greater day-to-day efficiency.
Doubled Average Project Revenue: Boosted credibility directly supported a shift toward larger, more complex engagements, resulting in a 2x increase in average project revenues.
Eliminated Design Bottlenecks: Centralizing brand assets in an accessible toolkit enabled team members to execute graphics independently, dramatically increasing operational speed.
Elevated C-Suite Credibility: The polished visual identity gave D’nelle and her team greater authority when presenting to VP and C-level decision-makers.
Increased Employee Satisfaction: Clear design guidelines reduced guesswork and decision fatigue for internal staff, leading to a notable increase in team morale.
Impact & Key Metrics
“Our brand started so small that over time our assets became a patchwork. Sara didn’t just update a logo. She gave us a cohesive system we can actually use.”
Photography Credit: Alicia Leigh Photography20th Anniversary Milestone
Celebrating Two Decades of Digital Excellence
Reaching 20 years in business is a significant milestone for any technology company. For Berry Interesting, this anniversary offered a rare opportunity to reflect on two decades of evolution while positioning the agency for its next era of growth.
To mark the occasion, I developed a flexible 20th Anniversary branding system designed to integrate seamlessly with their refreshed visual identity. The sub-brand featured a custom anniversary badge and dedicated promotional assets. Incorporating these assets into Canva enabled the internal team to easily roll out anniversary campaigns across email, social media, and client communications without interrupting their day-to-day operations.
20th Anniversary Deliverables:
Custom 20th Anniversary Badge & Logo
Social Media Campaign Toolkit (Canva Templates)
Photography Creative Direction
Custom Gift Box Packaging & Card Design
Branded Sticker & Box Packaging
"20 Lessons" eBook Layout & Design Direction
Social Banners, Headers & Avatar Assets
Photography Credit: Alicia Leigh Photography20th Anniversary Campaign & Deliverables
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![Berry Interesting 20th Anniversary logo modification showing the anniversary badge and dark background adaptation.]()
20th Anniversary Logo System
A specialized sub-brand mark crafted to celebrate two decades of agency growth, designed for seamless adaptation across light, dark, and print applications.
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![Berry Interesting 20th Anniversary custom badge and landing page graphics.]()
20th Anniversary Campaign
Milestone branding and digital assets created to celebrate two decades of agency growth, client stewardship, and community impact.
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![Custom 20th Anniversary gift box packaging]()
Gift Packaging & Custom Cards
A physical appreciation kit designed for long-term clients, featuring custom box collateral, branded packaging elements, and handmade local pottery.
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![Cover layout for the downloadable 20 Lessons from 20 Years marketing PDF guide.]()
"20 Lessons from 20 Years" eBook
A custom PDF eBook layout paired with modular social media carousels designed for long-term marketing and lead capture.
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![WordPress admin bar and popup interface mockup for the BIPi Schema Viewer plugin.]()
Schema Viewer Plugin UI
User interface design and branding for an open-source WordPress plugin released as part of their 20th anniversary milestone.
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![Co-branded social media post graphics for Berry Interesting and Denver Urban Gardens.]()
Social Templates & Graphics
Versatile social media templates enabling the internal team to produce on-brand community spotlights and client stories with ease.
“Our rebranding—and my experience with Sara—has exceeded my expectations. Our new visuals have boosted our credibility with current and potential clients and paved the way for us to land larger, more complex projects. Since the rollout, we've seen a doubling of our average project revenues and a notable increase in employee satisfaction. Sara made me feel heard, seen, and so well-cared-for during the process—I highly recommend her!”
D’nelle Dowis, Founder, Berry Interesting Productions, Inc.