Most brands have it backward: they talk too much, feel too little, and fail to grab ‘em by the (eye) balls.

Our radically simple framework

  • We design iconic brands that pop off the shelf and the screen, with visual cues that instantly connect and communicate. Our process incorporates and prioritizes visuals at every step.

  • Messaging and design are structured to hit feelings first, because that’s how people make choices and take action.

  • Will they get it? Will they care?

    We go deep then get sharp, creating a meaningful brand foundation, sticky messages, and a clear communication hierarchy. Our work is centered on what your audiences care about and anchored in developing a unique point-of-view.

SEE

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FEEL

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KNOW

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SEE - FEEL - KNOW -

Our leadership

SOULED is a unique partnership between a brand strategist and a brand designer. Together, we offer a high-end agency experience minus the high-end agency bullshit.

Julie Kucinski

Julie is a brand strategist and creative director who has worked on category-defining brands since the start of her career. Her unique background includes agency stints, CMO positions, corporate innovation and pitch consulting. She is also the co-founder of supplement brand Wile. She brings a unique mix of strategic insight, bold originality and raw-knuckled pragmatism drawn from the startup frontlines.

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Abby Haddican

Abby is a graphic designer and creative director specializing in branding, packaging, and type design. She approaches each project with joy, curiosity, passion and playfulness, and takes pride in creating original, strategic design work that’s made to last. Her work transforms brands from embryonic to iconic.

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Our services

Brand Strategy

Strategy underpins everything we do. Through research and conversation, we’ll uncover category whitespace and cultural trends you can capitalize on, and we’ll position you to connect deeply with the audiences that matter most. We begin incorporating visuals, emotions, voice, and point-of-view from day one. Make the kind of meaning that seduces customers and lights a fire under your team.

  • Category, customer, and cultural research

  • Creative and brand audits

  • Brand positioning

  • Brand point-of-view

  • Brand voice

  • Content pillars

Brand Design

We develop strategic, iconic brands that work hard and go the distance. From packaging that pops to comprehensive visual systems, we create hardworking, long-lasting foundational brand tools that break the mold and build diehard fans.

  • Logo design

  • Packaging design

  • Art direction

  • Custom typography

  • Website & e-comm consulting

  • Visual systems

  • Brand guidelines

  • Asset and photo libraries

  • "Souled's understanding of the human psyche is supernatural, and this coupled with their experience working for many brands means they will steer your brand in the direction it needs to go to make a real impact. They ask the hard questions that will rearrange the furniture in your brain. I advise any brand to begin working with them from inception and beyond."

    Sandra Velasquez
    Founder, Nopalera

  • "Julie and Abby transformed how we present our brand — creating a cohesive visual and messaging guide that captures our essence perfectly. Their creative partnership is powerful: Abby’s design instincts and Julie’s messaging expertise come together to deliver work that’s both beautiful and strategically sharp. We keep coming back to them because they’re smart, responsive, and just really get what makes our brand tick."

    Mel Meegan
    Director of Marketing, Peace Coffee

  • "These two together are the dream team – amazing geniuses of marketing and graphic design. Since our rebrand, Ocoa has grown exponentially. Working with them was a dream come true."

    Cory Varona and Nicol Varona
    Founders, Ocoa

Select clients

  • We co-founded, built, and exited a brand in a fast-emerging category. We’re more boots-on-the-ground than ivory tower and we know how to make hardworking, flexible tools for modern brands.

  • We develop narrative, voice, and visuals simultaneously from day one. No silos, no drift. Our strategy is designed and our design is strategic.

  • And we bring everything we know about psychology, culture, history, and human nature into our work. We make connections, predict futures, and embrace the unexpected.

  • But we have been known to start them. Our work is built on meaning and message, and it’s made to work hard and stand the test of time.

  • Don’t let the robots and the content farms fool you. Art, beauty, craft, emotion, quirk, authenticity, curation, taste, and realness are more important than they’ve ever been. We bring our full selves to the work. Your customers will feel it, and your sales will prove it.

Five Things You’ll Love About Us

Work With Us