I’m not an agency.

I’m not a freelancer.

I’m the sweet spot in between.

My name is Michael Kerwin and I am an independent Brand Strategist and Identity Designer based in Madison, Wisconsin. I have over 20 years of experience collaborating with a wide range of businesses across the United States, through advertising, marketing, identity, digital and print design. My abilities are competitive with most agencies. And because I work independently, I’m able to offer lower costs, more access, and work remotely, if needed.

I seek to work with those passionate about growing their brand identity, but are not quite sure how to get from A to Z. Identity needs and challenges can be complex, so my involvement from opening discovery through design to final deliverables is important, as well as being allowed to follow my process, in order to ensure consistency and quality. So whether you’re seeking to launch, scale, or reposition your business, I can help you meet and exceed your creative business goals with substance and clarity, not merely look pretty.

If you’ve already solved your challenge and simply need a vendor to execute the design, that’s great, but I’m probably not your guy, because I take a more holistic approach to creative business needs; a freelance designer or desktop publisher may be a better fit in that situation.

Venn diagram for the Who, what, and why of Phonographik
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Features & Capabilities


Brand/Customer Discovery
Market/Competitor Discovery
Naming & Messaging
Integrated Campaigns

Identity Design

Logos / Identity Systems
Style Guides
Product Packaging
Marketing Collateral

Digital Design & Development

WordPress Websites
Mailchimp Email Marketing
Social/Website Integration
Hosting/Server/Email Setup
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Benefits & Results

Ready to launch, scale, or reposition your business? Here’s what you’ll gain by growing your brand identity with Phonographik.


When you know who you’re talking to, it’s much easier knowing what to say and how to say it.


Understanding who you really are creates value and sets you apart from competitors.


Solving business and customer needs before personal tastes creates more authentic, quality content.

Phonographik creates perfect alignment


Strategic, objective solutions make navigating the future of your business more sustainable.


When the look, tone, and message are in harmony, that’s cohesive and groovy.


Consistency in look, tone, and message fosters memorability and trust.