In their own words
Structure isn’t the thing that breaks culture, but the thing that allows it to scale.
Clear expectations, defined roles, and consistent structure aren’t at odds with a good culture. They’re what allow it to exist beyond a small group of people who already understand each other.
The visual direction for the brand was influenced by a wide range of sources, primarily outside the health and wellness space.
Our goal was to create a wordmark that was light and elegant yet understated.
We wanted to ensure that the brand communicates to women in this challenging position that they are not broken but simply in need of the right support.
Commercial Type’s Graphik is used only in its regular weight and serves to provide the brand with a rigidity that feels established and slightly corporate.
M&BF’s colour system is set up to provide 16 possible combinations, with each corresponding to the personality types of the assessment itself.
The photography’s art direction, courtesy of Ben Lindbloom, is intended to highlight the diversity of personality types in a warm and welcoming way.
We aimed to create something that balanced a traditional American automotive feel with unique and contemporary geometry in the exaggerated stresses.
It’s a quirky and mechanical-looking typeface, noting it’s technical prowess, befitted with a wide range of styles.
Articles & interviews7
- Tyler Eide on Growing Up as a Founder’s Hardest Stage
In this Creative Boom interview, Parker founder Tyler Eide reflects on the challenges of growing a design studio from a close-knit team into a structured business. He discusses how the pandemic forced him to rethink leadership, culture, and sustainability, ultimately leading to a more flexible and scalable studio model. The piece explores the balance between maintaining creative culture and introducing necessary structure.
- Parker Redefines Health Supplement Branding with Milamend
Parker developed a refined and feminine brand identity for Milamend, a women’s hormonal health supplement. The design combines elegant typography, warm photography, and a symbolic logo to balance scientific credibility with emotional resonance. The project includes packaging, digital assets, and art direction that reimagine how health supplements can look and feel.
- Parker’s warm, workhorse brand for Myers & Briggs Foundation encourages us to understand ourselves