The Art of
Brand Storytelling

Iconoflage® evolved from creative exploration into a sophisticated visual storytelling system trusted by established brands across corporate, retail, sports, and lifestyle sectors. Each piece transforms brand stories into engaging experiences that invite ongoing discovery.

Origins in Artistic Exploration

Self-portrait created from hand-carved eraser stamp, showing early pattern experimentation

Iconoflage began as an exploration of visual puzzles and pattern recognition. Early experiments with compositional art—from eraser-stamp portraits to video game character studies—laid the foundation for what would become a unique approach to brand storytelling.

Master Chief character from Halo composed of game weapon icons, an early Iconoflage experiment

The first recognizable Iconoflage piece emerged in 2009: a hand-drawn skateboard deck featuring intricate patterns and letterforms. While this early work focused more on artistic exploration than strategic storytelling, it marked the beginning of a distinctive visual language that would evolve significantly over the following years.

First Iconoflage skateboard deck featuring black and white intricate patterns and letterforms from 2009

Evolution Through Practice

Collection of Channel Islands Surfboards apparel and accessories showing Iconoflage pattern evolution

The transition from artistic exploration to strategic brand storytelling began in 2015 with Old 99 Brewing Co. This pivotal project demonstrated how detailed illustrations could tell comprehensive brand stories while creating versatile commercial assets. The success of this approach led to further refinement, with a self-initiated concept project for Channel Islands Surfboards in 2017 marking a breakthrough in understanding the extensive commercial possibilities of Iconoflage artwork.

Row of colorful Cali Coffee drink cups featuring early commercial Iconoflage application

Today's Iconoflage process combines traditional artistic craftsmanship with modern digital tools. While maintaining the human touch that makes each piece approachable and engaging, the technique has evolved to create highly versatile assets that scale seamlessly across applications. From architectural installations to limited edition merchandise, each piece delivers lasting value through thoughtful research and meticulous execution.

Run the Jewels Nike Air Force 1s featuring custom Iconoflage design in black and gold

Development of a Craft

The continued evolution of Iconoflage is marked by projects that pushed the boundaries of the technique while exploring diverse applications. The Perspective Collective skateboard deck demonstrated how personal narratives could be woven into intricate compositions, while the Run the Jewels Air Force 1s project showcased the technique's ability to capture cultural stories through custom footwear design.

Yellow skateboard deck featuring Perspective Collective Iconoflage design

Projects like the Wi-Fi Hotspot editorial illustration for New Roads Magazine represent the technique's maturation into streamlined commercial applications, balancing complexity with clarity for broader audience engagement. Each project has contributed to Iconoflage's development into the sophisticated system it is today.

Wi-Fi Hotspot article in New Roads Magazine showing editorial Iconoflage illustration

Commitment to Distinction

Every Iconoflage project begins with thorough research into your brand's story, culture, and vision. Through careful composition and refined illustration techniques, these stories are transformed into intricate visual experiences that engage and inspire. The process combines dynamic strokes and thoughtful dimensionality to create icons that are both recognizable and visually compelling.

Recent projects, including the landmark Dutch Bros Coffee headquarters installation, demonstrate how Iconoflage continues to evolve, pushing the boundaries of scale and application. The nearly 11-foot tall illuminated windmill centerpiece represents a significant evolution in both impact and visibility while maintaining the careful attention to detail that defines the craft.

Looking Forward

Now a registered trademark, Iconoflage continues to set new standards for brand storytelling through visual art. The Dutch Bros Coffee headquarters installation marks a pivotal moment in this evolution—transforming what began as a self-initiated project into a defining architectural statement for a national brand. This journey exemplifies how authentic brand narratives can create unexpected opportunities and lasting impact.

The vision remains clear: to transform brand stories into meticulously crafted visual experiences that create lasting connections with audiences while delivering versatile value across applications. From corporate headquarters to vehicle fleets, retail environments to digital touchpoints, each project expands the possibilities of how visual storytelling can celebrate brand heritage in meaningful, impactful ways.

Transform Your
Brand Story

Ready to transform your brand story into an engaging visual experience?
Let's discuss how Iconoflage can help you create memorable impressions that last.