01. Strategy

Creating a genuine brand identity begins with a clear and comprehensive strategy because it informs necessity, removes subjectivity, and objectively defines the direction to take.

Strategy helps us uncover unique insights and facts about your business’s values and personality, its position in the marketplace, and most importantly, your customers.

02. Execution

The best design solutions are informed by answers discovered through a strategy framework. Too often, ineffective design is influenced by educated guesses, personal tastes, or culture trends. So while it may look pretty or sound promising, it will lack integrity and sustainability.

Design is a communication tool, after all, not an outlet for personal points-of-view. So without strategy, design is at best, just art. Nothing wrong with art, but when you’re trying to run a business, personal taste only gets you so far.


Are We Aligned?

If you’re launching a new business, introducing a new product to the market, or repositioning a tired, misaligned, or revalued brand, I can help.

If you’ve already solved your challenge and simply need design execution, a freelance designer may be a better fit.

01. Strategy

  • Brand Discovery
  • Brand Positioning
  • Naming
  • Messaging & Copywriting
  • Ad Campaigns
  • Content Management

02. Execution

  • Brand Identity Systems
  • Website Dev & Design
  • Packaging
  • Print Collateral
  • Signage & Wayfinding
  • Illustration


A Sustainable Groove

When you build your brand identity with Phonographik, you’ll receive much more than just a pretty picture.


When you know who you are, who needs you, and where you fit, the path to your goal becomes much clearer.


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


No better way to set yourself apart from your competitors than by understanding who you and they really are.


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


Strategic, objective solutions create strong foundations for long-term sustainability.


I guarantee quality results based on my experience, passion for my craft, and always following well-defined processes and principles.


My name is Michael Kerwin and I am an independent Brand Strategist and Identity Designer and the owner of Phonographik. As a creative problem solver, my mission is to make something better than it was before; to bridge the gap between where a brand or business is now and where they want to be.

For just over 20 years, I’ve been collaborating with a wide range of businesses across the United States, solving problems through advertising, marketing, identity, digital and print design. My experience and abilities are competitive with most agencies.

I am highly motivated by creativity, organization, and helping people do good things—brand strategy and identity design perfectly align all of them. I also have a deep appreciation for music, vintage record players, and the sound quality of record albums over digital; hence the business name, Phonographik; phono=audio and graphik=visual. My family and business are firmly-rooted on the east side of beautiful Madison, Wisconsin.