Berry Interesting Productions, Inc.
Evolving a 20-year digital partner from a legacy DIY visual identity into a strategic, scalable brand system.
Introduction
When I first began working with D’nelle, we were creating visuals to support Berry Interesting Productions’ existing brand. Those early projects gave us the chance to build trust and also revealed the limits of a system that, as she put it, “wasn’t really vibing” anymore.
At first, D’nelle admitted, it felt like a gut reaction. “I just don’t like this anymore.” But as we worked together, she realized the deeper impact: the brand wasn’t just uninspiring, it was holding BIPi back from attracting the right clients and presenting itself at the level of professionalism the team had grown into.
Starting from a 17-year foundation, she was ready to step away from DIY fixes and invest in a cohesive brand identity that reflected BIPi’s wit and reliability, while giving her team the tools to move forward with confidence.
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
When I first collaborated with D’nelle Dowis, the focus was supporting Berry Interesting’s existing visuals. But working within those constraints quickly highlighted a bigger issue: the brand system was holding them back.
Strategic Mismatch: What started as a gut feeling, "I just don’t like this anymore," was actually a disconnect. After 17 years of growing into an authority in website support, BIPi’s DIY identity no longer reflected their level of professionalism or attracted ideal high-caliber partners.
Operational Friction: Beyond external perception, the lack of centralized brand standards created daily friction. D’nelle and her team were forced to guess or make design choices on the fly, which slowed down asset creation and made delegation unnecessarily complex.
“Before the refresh, simple tasks required design guesswork. With centralized brand standards, team members like [Senior Developer] Marissa Ezell can independently create on-brand assets in minutes without hitting a creative bottleneck.”
↑ 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)
Impact & Key Metrics
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 the leadership 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.
“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.”
20th Anniversary Milestone
Celebrating Two Decades of Digital Excellence
Reaching 20 years in business is a significant milestone for any technology company. For Berry Interesting Productions, 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.
Deliverables: Custom 20th Anniversary Badge, Social Media Graphic Templates, Client Email Headers, Canva Campaign Toolkit.
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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.
“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.