https://jdreeves.com The Design Work of J.D. Reeves Thu, 04 Dec 2025 16:44:28 +0000 https://jdreeves.com en https://jdreeves.com/Description Thu, 04 Sep 2025 03:01:54 +0000 The Design Work of J.D. Reeves https://jdreeves.com/Description J.D. Reevesis a brand designer working with tech companies to create thoughtful and effective brand identities with soul.&nbsp; https://jdreeves.com/Client-logos Thu, 04 Sep 2025 03:01:54 +0000 The Design Work of J.D. Reeves https://jdreeves.com/Client-logos I’ve worked with: <img width="3000" height="1500" width_o="3000" height_o="1500" data-src="https://freight.cargo.site/t/original/i/53e540c157139583e3a71c899ac7480ddc9803c22f877b25c90c3f4a63909345/Intercom.png" data-mid="237822720" border="0" data-scale="19" src="https://freight.cargo.site/w/1000/i/53e540c157139583e3a71c899ac7480ddc9803c22f877b25c90c3f4a63909345/Intercom.png" /><img width="3000" height="1500" width_o="3000" height_o="1500" data-src="https://freight.cargo.site/t/original/i/e8ff754d50ab57c93e2646fc39dd48b8a117230c57dd770e7877508f2627bf31/Notion.png" data-mid="237822722" border="0" data-scale="19" src="https://freight.cargo.site/w/1000/i/e8ff754d50ab57c93e2646fc39dd48b8a117230c57dd770e7877508f2627bf31/Notion.png" /><img width="3000" height="1500" width_o="3000" height_o="1500" data-src="https://freight.cargo.site/t/original/i/ce9cd11194d37c0a193398963c2501a12dcd02954d4215e42d0383da4213a43b/Retool.png" data-mid="237822723" border="0" data-scale="19" src="https://freight.cargo.site/w/1000/i/ce9cd11194d37c0a193398963c2501a12dcd02954d4215e42d0383da4213a43b/Retool.png" /><img width="3000" height="1500" width_o="3000" height_o="1500" data-src="https://freight.cargo.site/t/original/i/8fd5f7c1f2eeb1e7292a5c283972429eaffe40d09efd177b36b65d2eb4437b84/Fin.png" data-mid="237822716" border="0" data-scale="19" src="https://freight.cargo.site/w/1000/i/8fd5f7c1f2eeb1e7292a5c283972429eaffe40d09efd177b36b65d2eb4437b84/Fin.png" /><img width="3000" height="1500" width_o="3000" height_o="1500" data-src="https://freight.cargo.site/t/original/i/0a722e218e39709910ad19d47b07e932e39e7a2d3ab4bb25f41b8eeb7fa8c146/Sydecar.png" data-mid="237822725" border="0" data-scale="19" src="https://freight.cargo.site/w/1000/i/0a722e218e39709910ad19d47b07e932e39e7a2d3ab4bb25f41b8eeb7fa8c146/Sydecar.png" /><img width="3000" height="1500" width_o="3000" height_o="1500" data-src="https://freight.cargo.site/t/original/i/f229e868119b520052c63ef8d8f5207686c5751393d6776cfe97682a8392c803/WIRED.png" data-mid="237822726" border="0" data-scale="19" src="https://freight.cargo.site/w/1000/i/f229e868119b520052c63ef8d8f5207686c5751393d6776cfe97682a8392c803/WIRED.png" /><img width="3000" height="1500" width_o="3000" height_o="1500" data-src="https://freight.cargo.site/t/original/i/562ad4be16658e6000ce981f7ecaa31d9613e4aeee98207a11fd282831e7aef6/Bob-Dylan-Center.png" data-mid="237822713" border="0" data-scale="19" src="https://freight.cargo.site/w/1000/i/562ad4be16658e6000ce981f7ecaa31d9613e4aeee98207a11fd282831e7aef6/Bob-Dylan-Center.png" /><img width="3000" height="1500" width_o="3000" height_o="1500" data-src="https://freight.cargo.site/t/original/i/f291c8b88079094a49ecef4440c47040c029baa874710bc5d0b8654779ed8b8c/Clarify.png" data-mid="237822715" border="0" data-scale="19" src="https://freight.cargo.site/w/1000/i/f291c8b88079094a49ecef4440c47040c029baa874710bc5d0b8654779ed8b8c/Clarify.png" /><img width="3000" height="1500" width_o="3000" height_o="1500" data-src="https://freight.cargo.site/t/original/i/29fb1fabea54944862c3823cb588e5a553cb7ae129c108423ba914ed625a9e1c/Siteline.png" data-mid="237822724" border="0" data-scale="19" src="https://freight.cargo.site/w/1000/i/29fb1fabea54944862c3823cb588e5a553cb7ae129c108423ba914ed625a9e1c/Siteline.png" /><img width="3000" height="1500" width_o="3000" height_o="1500" data-src="https://freight.cargo.site/t/original/i/e9f45e777056322cb699821b64fd96b6d2e913d0965cda05e1a5314491f27624/Jobcase.png" data-mid="237822721" border="0" data-scale="19" src="https://freight.cargo.site/w/1000/i/e9f45e777056322cb699821b64fd96b6d2e913d0965cda05e1a5314491f27624/Jobcase.png" /><img width="3000" height="1500" width_o="3000" height_o="1500" data-src="https://freight.cargo.site/t/original/i/08a6f8b7da4b7fbcef3e8a698561d427b6c3464c708fd5e334bec821a5c22504/Hightouch.png" data-mid="237822719" border="0" data-scale="19" src="https://freight.cargo.site/w/1000/i/08a6f8b7da4b7fbcef3e8a698561d427b6c3464c708fd5e334bec821a5c22504/Hightouch.png" /> https://jdreeves.com/Client-logos-copy Thu, 04 Sep 2025 03:01:56 +0000 The Design Work of J.D. Reeves https://jdreeves.com/Client-logos-copy FEATURED WORK: https://jdreeves.com/Work-1 Thu, 04 Sep 2025 03:01:58 +0000 The Design Work of J.D. Reeves https://jdreeves.com/Work-1 https://jdreeves.com/Retool Thu, 04 Sep 2025 03:01:58 +0000 The Design Work of J.D. Reeves https://jdreeves.com/Retool <img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/c28be613fce419242fed229b8b059f85fcd3245ba2e65e026e6370e162212b0c/RetoolThumb.png" data-mid="237797988" border="0" src="https://freight.cargo.site/w/1000/i/c28be613fce419242fed229b8b059f85fcd3245ba2e65e026e6370e162212b0c/RetoolThumb.png" /> Retool Brand Identity, 2024 retool.com Retool aims to provide developers the building blocks to more quickly, easily, and intuitively build good software. When I went to work for Retool in early 2023, I was excited about joining a talented team and taking on the task of building a world class brand for Retool.&nbsp;At Retool, I worked with the most talented team I’ve ever been a part of, completely rethinking the brand from top-to-bottom, to more strategically align with our primary audience: pragmatic builders. The logo is a thoughtful evolution of the old mark, representative of the “building blocks” that Retool provides its users. Like our product, it feels smooth and connected, flowing and flexible, yet bold and sturdy.The visual system is a flexible illustration toolkit comprised of two distinct styles: ‘build’ and ‘ship’. The build style is technical and represents the process of building an idea for good software. The ship style embraces a sense of wonder and aspiration, an imaginative approach to well-designed, functional software and all that it enables. <img width="3000" height="3000" width_o="3000" height_o="3000" data-src="https://freight.cargo.site/t/original/i/c0cdf1f39a008d1382dafc74745cc0aa6b126958f1c4e77fef03b3824fd333f8/Retool_IN-SITU-017.jpg" data-mid="237797992" border="0" src="https://freight.cargo.site/w/1000/i/c0cdf1f39a008d1382dafc74745cc0aa6b126958f1c4e77fef03b3824fd333f8/Retool_IN-SITU-017.jpg" /> <img width="2000" height="2000" width_o="2000" height_o="2000" data-src="https://freight.cargo.site/t/original/i/5950f02ae607c9bd998eb21ccdf500e73076816f87a909a079a1dcd779ba06a7/app-icon.png" data-mid="237798002" border="0" data-scale="100" src="https://freight.cargo.site/w/1000/i/5950f02ae607c9bd998eb21ccdf500e73076816f87a909a079a1dcd779ba06a7/app-icon.png" /> <img width="4500" height="3000" width_o="4500" height_o="3000" data-src="https://freight.cargo.site/t/original/i/92d8c06136b58f094c2ca80d618e95d1626216100123d9636864fde02b59837c/Retool_LYRS_041.jpg" data-mid="237797993" border="0" src="https://freight.cargo.site/w/1000/i/92d8c06136b58f094c2ca80d618e95d1626216100123d9636864fde02b59837c/Retool_LYRS_041.jpg" /> <img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/4a7bc57f1c624fe201663950ef2916e895059cc372a824a0d63466f876dd66c1/Before-after.jpg" data-mid="237798000" border="0" src="https://freight.cargo.site/w/1000/i/4a7bc57f1c624fe201663950ef2916e895059cc372a824a0d63466f876dd66c1/Before-after.jpg" /> “An R made of building blocks, pieces of a story not yet all told, pieces of whatever users will build. An evolution of what was that leaves room for further reimagining.” Read more&nbsp;↗ <img width="3000" height="2250" width_o="3000" height_o="2250" data-src="https://freight.cargo.site/t/original/i/4cddf5f52bd74dd077236c7f783ea0c09e03e21101e1d2c20079e65003c453f2/Retool_IN-SITU-024.jpg" data-mid="237798001" border="0" src="https://freight.cargo.site/w/1000/i/4cddf5f52bd74dd077236c7f783ea0c09e03e21101e1d2c20079e65003c453f2/Retool_IN-SITU-024.jpg" /> Logo concepts. <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/559ba834b98efb28e4af82ec11df3daa1aea998479dd65ac3fb2f1279293c214/Final.gif" data-mid="237798004" border="0" src="https://freight.cargo.site/w/1000/i/559ba834b98efb28e4af82ec11df3daa1aea998479dd65ac3fb2f1279293c214/Final.gif" /> <img width="3000" height="2100" width_o="3000" height_o="2100" data-src="https://freight.cargo.site/t/original/i/3d5bea25d29dacc12b7231f3cf581c362af31b14f9a4ad4302ed1b703a8acfde/Retool_Billboard-18ML-Mockup_sm.jpg" data-mid="237797995" border="0" src="https://freight.cargo.site/w/1000/i/3d5bea25d29dacc12b7231f3cf581c362af31b14f9a4ad4302ed1b703a8acfde/Retool_Billboard-18ML-Mockup_sm.jpg" /> <img width="1921" height="1080" width_o="1921" height_o="1080" data-src="https://freight.cargo.site/t/original/i/94dac0374de8e1744445e8d34c8c1ac070e8d30deb4b7347c0ec1d0719ad27c1/Styles.png" data-mid="237798003" border="0" src="https://freight.cargo.site/w/1000/i/94dac0374de8e1744445e8d34c8c1ac070e8d30deb4b7347c0ec1d0719ad27c1/Styles.png" /> The brand was developed around two distinct types of visuals: build and ship. Build is inspired by technical drawings – blueprints, wireframes, plans, etc. It is simple and straightforward and we use it when talking about technical features of our products. It can also be used as accents and supporting visuals for elements of the product. The ship style is based in reality, but with a sense of wonder. It is used for high visibility moments such as the website header and campaigns. It is used when telling aspirational stories of what Retool enables. <img width="3000" height="2000" width_o="3000" height_o="2000" data-src="https://freight.cargo.site/t/original/i/7ca81aaf0e28734f8d1a145d89a719b666c65abebe523eaa5d8f1fbdf100a23a/Retool_GalleryMockup729764.jpg" data-mid="237797997" border="0" src="https://freight.cargo.site/w/1000/i/7ca81aaf0e28734f8d1a145d89a719b666c65abebe523eaa5d8f1fbdf100a23a/Retool_GalleryMockup729764.jpg" /> <img width="6000" height="4000" width_o="6000" height_o="4000" data-src="https://freight.cargo.site/t/original/i/cf1fb0347ff1ae6727a55bc37f6d9e1bab82bb249986d27fa0f59269c6d9be7f/Retool_Business-Cards-13-Mockup_Lukas-Diemling.jpg" data-mid="237797990" border="0" src="https://freight.cargo.site/w/1000/i/cf1fb0347ff1ae6727a55bc37f6d9e1bab82bb249986d27fa0f59269c6d9be7f/Retool_Business-Cards-13-Mockup_Lukas-Diemling.jpg" /> <img width="3000" height="2000" width_o="3000" height_o="2000" data-src="https://freight.cargo.site/t/original/i/49e11340b259ebdbaa1e43520557f171b4a5ed07f31da96e3870c8bbba559698/Retool_IN-SITU-019.jpg" data-mid="237797998" border="0" src="https://freight.cargo.site/w/1000/i/49e11340b259ebdbaa1e43520557f171b4a5ed07f31da96e3870c8bbba559698/Retool_IN-SITU-019.jpg" /> <img width="3000" height="2100" width_o="3000" height_o="2100" data-src="https://freight.cargo.site/t/original/i/3ba6097537c675c54825d49a9577eaa6ceee1fcde318fc634a204df21fe22893/Retool_Billboard-33ML-Mockup.jpg" data-mid="237797996" border="0" src="https://freight.cargo.site/w/1000/i/3ba6097537c675c54825d49a9577eaa6ceee1fcde318fc634a204df21fe22893/Retool_Billboard-33ML-Mockup.jpg" /> Credits:Justin Pervorse - Head of Brand DesignRyan Lucas - Head of DesignGabie Matte - Associate Creative Director Cam Sackett - Interactive DesignerJohn Choura - Interactive Designer JD Reeves - Brand Designer Chris Sandlin - Brand DesignerHannah Meng - Brand Designer Jordon Chueng - IllustratorEtienne Ma - Brand StrategistThom Allen - Engineering Manager David Robbins - EngineerGiles Lavelle - EngineerKim Fellman - Design ProducerWilla Gross - Design ProducerIllustrations: Banh Joy, Jaedoo Lee, Lili des Bellons, Shane Fu. Video/Motion: OK Motion and RightHand Films. https://jdreeves.com/Fin Thu, 04 Sep 2025 03:02:08 +0000 The Design Work of J.D. Reeves https://jdreeves.com/Fin Fin Logo Design, 2025 fin.ai In February of 2025, I suported the Intercom in-house brand team on a logo design for Fin, their customer service AI agent.&nbsp; Because Fin is the definitive solution for customer service, the symbol is intended to represent an overall concept of completeness and finality. All directions and paths lead into Fin, with arrows creating a star shape in the interior negative space, the common visual convention for AI. The overall footprint of the mark is defined by the Intercom symbol (the “Squinge”), allowing the mark to feel more integrated with the existing Intercom brand and website. <img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/c8a5ff8d54b93a874dd51dbb59fe9db771de9965585d539957c86e940985331a/FinLogo.png" data-mid="237798096" border="0" src="https://freight.cargo.site/w/1000/i/c8a5ff8d54b93a874dd51dbb59fe9db771de9965585d539957c86e940985331a/FinLogo.png" /> <img width="3840" height="2161" width_o="3840" height_o="2161" data-src="https://freight.cargo.site/t/original/i/0bed2bfa6dad2253d3e058e4a5b9c2a69555152d6d0c26d61d86a0bac3fe5ba7/Slide-16_9---1.png" data-mid="237798101" border="0" src="https://freight.cargo.site/w/1000/i/0bed2bfa6dad2253d3e058e4a5b9c2a69555152d6d0c26d61d86a0bac3fe5ba7/Slide-16_9---1.png" /> <img width="2160" height="2160" width_o="2160" height_o="2160" data-src="https://freight.cargo.site/t/original/i/2699565bfa969d0ae22bf75932fc774daf6525b5d006dfd5e6a8693cbb538cda/Slide-16_9---2.png" data-mid="237798102" border="0" src="https://freight.cargo.site/w/1000/i/2699565bfa969d0ae22bf75932fc774daf6525b5d006dfd5e6a8693cbb538cda/Slide-16_9---2.png" /> <img width="2160" height="2160" width_o="2160" height_o="2160" data-src="https://freight.cargo.site/t/original/i/339924f08fa401988186d63cd0f75ab9dbadef0520543cfe31e809a3a4997e35/Slide-16_9---12.png" data-mid="237798108" border="0" src="https://freight.cargo.site/w/1000/i/339924f08fa401988186d63cd0f75ab9dbadef0520543cfe31e809a3a4997e35/Slide-16_9---12.png" /> <img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/d7c6f5ba6afe7a61f584682fd361f7d0d17ebf0edf5ed606ff494e9b619dd19f/Slide-16_9---3.png" data-mid="237798103" border="0" src="https://freight.cargo.site/w/1000/i/d7c6f5ba6afe7a61f584682fd361f7d0d17ebf0edf5ed606ff494e9b619dd19f/Slide-16_9---3.png" /> <img width="2160" height="2160" width_o="2160" height_o="2160" data-src="https://freight.cargo.site/t/original/i/c1c50f9fab9dc838042968037abedbed9e83de9d99692e38e9f56678b1a30614/Instagram-post---20.png" data-mid="237798110" border="0" src="https://freight.cargo.site/w/1000/i/c1c50f9fab9dc838042968037abedbed9e83de9d99692e38e9f56678b1a30614/Instagram-post---20.png" /> <img width="2160" height="2160" width_o="2160" height_o="2160" data-src="https://freight.cargo.site/t/original/i/aae5613875a08c5b1b0ba47c0b8674bb961801dcec70313feaf16ff1d092cf51/Instagram-post---12.png" data-mid="237798111" border="0" src="https://freight.cargo.site/w/1000/i/aae5613875a08c5b1b0ba47c0b8674bb961801dcec70313feaf16ff1d092cf51/Instagram-post---12.png" /> <img width="3840" height="2161" width_o="3840" height_o="2161" data-src="https://freight.cargo.site/t/original/i/b2956f0382896342145e5da556e069b1305eb903081710ff46b0a9a55a53755e/Slide-16_9---4.png" data-mid="237798104" border="0" src="https://freight.cargo.site/w/1000/i/b2956f0382896342145e5da556e069b1305eb903081710ff46b0a9a55a53755e/Slide-16_9---4.png" /> https://jdreeves.com/Holly-Ventures Thu, 04 Dec 2025 16:44:28 +0000 The Design Work of J.D. Reeves https://jdreeves.com/Holly-Ventures Holly Ventures Brand &amp; WEB DESIGN, 2025 HOLLYVENTURES.COM Holly Ventures invests in and supports world-class cybersecurity founders, beginning at the earliest stage of company building. Founded by John Brennan, Holly Ventures focuses on Day Zero: the stage where founders need direct engagement with the decision-maker and flexibility in how they structure their cap tables. Backed by investors from Bessemer Venture Partners, Ballistic Ventures, CRV, Vanderbilt University, Okta Ventures and more, Holly Ventures delivers the network breadth of a far larger fund while preserving the flexibility and responsiveness of an angel investor.&nbsp; The brand draws inspiration from the holly tree and its symbolism of heritage, resilience, and protection. We leaned into the visual motif of a holly berry, creating a visual expression that leverages the circle shape across brand patterns, interactive website elements, and photography treatments. Framer development: Connelly Rader <img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/992107b66097b1173d5ff2e43d47acbb77dad05afbe7f0b6becaa72d8c1408fd/1.png" data-mid="241589789" border="0" src="https://freight.cargo.site/w/1000/i/992107b66097b1173d5ff2e43d47acbb77dad05afbe7f0b6becaa72d8c1408fd/1.png" /> <img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/c51bd6de67139711ec571b463838ffd085e7f4c6e0438e7a87b1a60ffb09b850/3.png" data-mid="241589869" border="0" src="https://freight.cargo.site/w/1000/i/c51bd6de67139711ec571b463838ffd085e7f4c6e0438e7a87b1a60ffb09b850/3.png" /> &nbsp; <img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/ff73e10d5d49b4570cfadb9f175a17da1d0c3d2a085c2893a5a2b1741a46a3c6/Slide-16_9---1.png" data-mid="241604796" border="0" src="https://freight.cargo.site/w/1000/i/ff73e10d5d49b4570cfadb9f175a17da1d0c3d2a085c2893a5a2b1741a46a3c6/Slide-16_9---1.png" /> <img width="4000" height="3000" width_o="4000" height_o="3000" data-src="https://freight.cargo.site/t/original/i/9dcb628bdde04a3b3311a0e1bc4bc36bdf41db8e877f40bd96b244d3803066b5/Holly2_IN-SITU-010_extended.jpg" data-mid="241422274" border="0" src="https://freight.cargo.site/w/1000/i/9dcb628bdde04a3b3311a0e1bc4bc36bdf41db8e877f40bd96b244d3803066b5/Holly2_IN-SITU-010_extended.jpg" /> <img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/8cdd6ccfd782979f6410b78e618bfe5cb9470709ca829c0a9fc28e581c59ea10/4.png" data-mid="241602117" border="0" src="https://freight.cargo.site/w/1000/i/8cdd6ccfd782979f6410b78e618bfe5cb9470709ca829c0a9fc28e581c59ea10/4.png" /> <img width="3000" height="2000" width_o="3000" height_o="2000" data-src="https://freight.cargo.site/t/original/i/6771767dc873e94e47193f571af3b31f0a9e706b358424d54dce25bebb1ed248/HollyMobile.jpg" data-mid="241602624" border="0" src="https://freight.cargo.site/w/1000/i/6771767dc873e94e47193f571af3b31f0a9e706b358424d54dce25bebb1ed248/HollyMobile.jpg" /> <img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/513791eb0ec5bcd89aee7b5b70e3f2557337033651101d3ee5ca4ed14b426814/6.png" data-mid="241602741" border="0" src="https://freight.cargo.site/w/1000/i/513791eb0ec5bcd89aee7b5b70e3f2557337033651101d3ee5ca4ed14b426814/6.png" /> <img width="3000" height="1688" width_o="3000" height_o="1688" data-src="https://freight.cargo.site/t/original/i/e6b3227e78cf2d836bc4e44858a7e207f5b48373a4c460cc621178781bce69ee/FC_MacBook2.jpg" data-mid="241603320" border="0" src="https://freight.cargo.site/w/1000/i/e6b3227e78cf2d836bc4e44858a7e207f5b48373a4c460cc621178781bce69ee/FC_MacBook2.jpg" /> <img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/4bf2b8eaf957d75a58ed5653b52ce5108c4b20f651f9668cc5c93dac95b9128e/7.png" data-mid="241602120" border="0" src="https://freight.cargo.site/w/1000/i/4bf2b8eaf957d75a58ed5653b52ce5108c4b20f651f9668cc5c93dac95b9128e/7.png" /> https://jdreeves.com/Sydecar Wed, 24 Sep 2025 18:47:50 +0000 The Design Work of J.D. Reeves https://jdreeves.com/Sydecar <img width="3000" height="2000" width_o="3000" height_o="2000" data-src="https://freight.cargo.site/t/original/i/a881e58e2e31502573a152bf27ee3467b42dc1ea073c961105adeabeac4f6484/Sydecar_LYRS_246.jpg" data-mid="238614175" border="0" src="https://freight.cargo.site/w/1000/i/a881e58e2e31502573a152bf27ee3467b42dc1ea073c961105adeabeac4f6484/Sydecar_LYRS_246.jpg" /> Sydecar Brand &amp; WEB REFRESH, 2025 SYDECAR.IO Coming soon. https://jdreeves.com/Apoxy Thu, 04 Sep 2025 03:02:18 +0000 The Design Work of J.D. Reeves https://jdreeves.com/Apoxy <img width="3000" height="3000" width_o="3000" height_o="3000" data-src="https://freight.cargo.site/t/original/i/2327673d7b121576fcfe18841856d1f326c747deb2c4a4944ea6ff19ccb91203/IN-SITU-017.jpg" data-mid="237798183" border="0" src="https://freight.cargo.site/w/1000/i/2327673d7b121576fcfe18841856d1f326c747deb2c4a4944ea6ff19ccb91203/IN-SITU-017.jpg" /> Apoxy Brand Identity, 2023 apoxy.dev Apoxy is a proxy platform for improving the security, observability, and usability of APIs and services at scale. Their programmable proxy allows developers to write code that handles the operational concerns of their applications rather than piles of configuration. I worked with Apoxy just before their selection into YCombinator S23 to develop a flexible and cohesive brand identity that communicated the complex functions that Apoxy handles behind the scenes in order to harden developer API infrastructure and keep everything running efficiently and securely. Visually communicating abstract concepts like data, integrations, proxies, and APIs is always an interesting challenge. For this concept, I landed on a simple, monoweight illustration style that played off of the negative space in the mark. Leveraging that device into a small illustration bank, I created a flexible system that was appropriate and functional for the stage of the company. The color palette is versatile in that it is able to feel both mid-century as well as fresh and contemporary. The small mark/favicon is a more simplified, 3-line version of the full mark, allowing it to work at a smaller size while still feeling consistent and crisp. <img width="11520" height="6480" width_o="11520" height_o="6480" data-src="https://freight.cargo.site/t/original/i/09f08b26f9b640ae7b37e6012dfef1f064352912a4ed5b9afeaccf564827edcd/Apoxy-6.jpg" data-mid="237798174" border="0" src="https://freight.cargo.site/w/1000/i/09f08b26f9b640ae7b37e6012dfef1f064352912a4ed5b9afeaccf564827edcd/Apoxy-6.jpg" /> <img width="11520" height="6480" width_o="11520" height_o="6480" data-src="https://freight.cargo.site/t/original/i/6f74681bfd6bce91f2a099f8a9b24e4aff962ce8cdcdfc5627698012a70fd938/Apoxy-1.jpg" data-mid="237798171" border="0" src="https://freight.cargo.site/w/1000/i/6f74681bfd6bce91f2a099f8a9b24e4aff962ce8cdcdfc5627698012a70fd938/Apoxy-1.jpg" /> <img width="11520" height="6480" width_o="11520" height_o="6480" data-src="https://freight.cargo.site/t/original/i/7444b12f337ef59521febe6e712c39c42d0a4ff71ad33778833ee315466e8c8c/Apoxy-10.jpg" data-mid="237798178" border="0" src="https://freight.cargo.site/w/1000/i/7444b12f337ef59521febe6e712c39c42d0a4ff71ad33778833ee315466e8c8c/Apoxy-10.jpg" /> <img width="7680" height="4320" width_o="7680" height_o="4320" data-src="https://freight.cargo.site/t/original/i/a01f7c47b1fb405a0cdf52bbca9ab4c2ad6bca0129b53a5f7e5266bf2cb21916/Apoxy-14.png" data-mid="237798190" border="0" src="https://freight.cargo.site/w/1000/i/a01f7c47b1fb405a0cdf52bbca9ab4c2ad6bca0129b53a5f7e5266bf2cb21916/Apoxy-14.png" /> <img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/9af9b6b9abd05a3de62dbbc27c5b93eddc5815e891a04d819dd0552019101c11/Apoxy-11.png" data-mid="237798188" border="0" src="https://freight.cargo.site/w/1000/i/9af9b6b9abd05a3de62dbbc27c5b93eddc5815e891a04d819dd0552019101c11/Apoxy-11.png" /> <img width="7680" height="4320" width_o="7680" height_o="4320" data-src="https://freight.cargo.site/t/original/i/c79bdae1b39f75792967b1f4f964046ee60ab45ef8d6f46ebee5001171a1e55a/Apoxy-12.png" data-mid="237798189" border="0" src="https://freight.cargo.site/w/1000/i/c79bdae1b39f75792967b1f4f964046ee60ab45ef8d6f46ebee5001171a1e55a/Apoxy-12.png" /> <img width="5760" height="6480" width_o="5760" height_o="6480" data-src="https://freight.cargo.site/t/original/i/c9d059fae04b88ef277ce410a16002a4eb01e5f8a9a51143f5d8b1fdb0b9cddb/Apoxy-15b.jpg" data-mid="237798193" border="0" src="https://freight.cargo.site/w/1000/i/c9d059fae04b88ef277ce410a16002a4eb01e5f8a9a51143f5d8b1fdb0b9cddb/Apoxy-15b.jpg" /> <img width="3000" height="2000" width_o="3000" height_o="2000" data-src="https://freight.cargo.site/t/original/i/4d3f137e220a52484279022a1fe1f57d17b33aacfc968722e76bd8150d8d828f/IN-SITU-009.jpg" data-mid="237798194" border="0" src="https://freight.cargo.site/w/1000/i/4d3f137e220a52484279022a1fe1f57d17b33aacfc968722e76bd8150d8d828f/IN-SITU-009.jpg" /> <img width="3200" height="2200" width_o="3200" height_o="2200" data-src="https://freight.cargo.site/t/original/i/df6efef8f863bf9f4cf9545d9fbf9fa75cb1d64560c86e56ea3dd4b9ebdebe2d/Business-Card-Standard-Mockup4.jpg" data-mid="237798187" border="0" src="https://freight.cargo.site/w/1000/i/df6efef8f863bf9f4cf9545d9fbf9fa75cb1d64560c86e56ea3dd4b9ebdebe2d/Business-Card-Standard-Mockup4.jpg" /> <img width="2000" height="3000" width_o="2000" height_o="3000" data-src="https://freight.cargo.site/t/original/i/a578641dbd70605c48be2244aeba81edfa615bb40c7e40c77f09ec9938b6e5cf/MM_Packaging_PG-G-02.jpg" data-mid="237798166" border="0" src="https://freight.cargo.site/w/1000/i/a578641dbd70605c48be2244aeba81edfa615bb40c7e40c77f09ec9938b6e5cf/MM_Packaging_PG-G-02.jpg" /> <img width="2000" height="3000" width_o="2000" height_o="3000" data-src="https://freight.cargo.site/t/original/i/8fec3c0faca55e5e2acf549509eb9fb2365fe48b8032ae30026ed93396fab7f9/MM_Sign_SG-I-02.jpg" data-mid="237798167" border="0" src="https://freight.cargo.site/w/1000/i/8fec3c0faca55e5e2acf549509eb9fb2365fe48b8032ae30026ed93396fab7f9/MM_Sign_SG-I-02.jpg" /> <img width="3200" height="2200" width_o="3200" height_o="2200" data-src="https://freight.cargo.site/t/original/i/e1b34c7c97af8b86a611e57421af5b0243f7cdcb416c3f5d26e505880bdac077/Magazine-01-Standard-Mockup.jpg" data-mid="237798169" border="0" src="https://freight.cargo.site/w/1000/i/e1b34c7c97af8b86a611e57421af5b0243f7cdcb416c3f5d26e505880bdac077/Magazine-01-Standard-Mockup.jpg" /> “We believe this brand will continue to work for us for a very long time because it really is based on why we started this company and our culture/philosophy.”&nbsp; – Matt Ward, Co-founder and CEO, Apoxy <img width="3000" height="2000" width_o="3000" height_o="2000" data-src="https://freight.cargo.site/t/original/i/b08510e7c94f8a785fc379b640effb51feca368ecccaecc19f7dec51b4924fa8/MM_Laptop_LT-G-03.jpg" data-mid="237798185" border="0" src="https://freight.cargo.site/w/1000/i/b08510e7c94f8a785fc379b640effb51feca368ecccaecc19f7dec51b4924fa8/MM_Laptop_LT-G-03.jpg" /> <img width="3000" height="1688" width_o="3000" height_o="1688" data-src="https://freight.cargo.site/t/original/i/e6f3af8bedec7978d703a81f3368e1ccedf4ad189e93987edb4e4fdc9694b884/IN-SITU-017f.jpg" data-mid="237798191" border="0" src="https://freight.cargo.site/w/1000/i/e6f3af8bedec7978d703a81f3368e1ccedf4ad189e93987edb4e4fdc9694b884/IN-SITU-017f.jpg" /> <img width="3750" height="2500" width_o="3750" height_o="2500" data-src="https://freight.cargo.site/t/original/i/1dd409f55d0be9655dae0a36d1af24aa078c9ffb46c87e20196717f93f6d9c51/LYRS_088.jpg" data-mid="237798192" border="0" src="https://freight.cargo.site/w/1000/i/1dd409f55d0be9655dae0a36d1af24aa078c9ffb46c87e20196717f93f6d9c51/LYRS_088.jpg" /> <img width="3000" height="2000" width_o="3000" height_o="2000" data-src="https://freight.cargo.site/t/original/i/3013e8f89f01ade4b589537544bd4c8e07a554aa535e50812a9245750d02dc79/IN-SITU-011.jpg" data-mid="237798182" border="0" src="https://freight.cargo.site/w/1000/i/3013e8f89f01ade4b589537544bd4c8e07a554aa535e50812a9245750d02dc79/IN-SITU-011.jpg" /> https://jdreeves.com/The-Mid-South-Course-Atlas Thu, 04 Sep 2025 03:03:00 +0000 The Design Work of J.D. Reeves https://jdreeves.com/The-Mid-South-Course-Atlas <img width="3000" height="2000" width_o="3000" height_o="2000" data-src="https://freight.cargo.site/t/original/i/6f044656b2961fc691d6048843ba7df9dcc19a396b04f340487079209409b05e/JMC04814.jpg" data-mid="237798628" border="0" src="https://freight.cargo.site/w/1000/i/6f044656b2961fc691d6048843ba7df9dcc19a396b04f340487079209409b05e/JMC04814.jpg" /> The Mid South Course Atlas Book Design, 2022 Winner Graphex Award for Print Design The 2022 Mid South Course Atlas is a collection of writing, art, and land gratitudes from a diverse set of friends, athletes, and thought leaders. Created to give riders and participants of the Mid South a closer look at the land they’re riding and running on, with environmental context, cultural history, and route information. Created with support from Easton OverlandHand built by Mordecai Book BuildingMid South logo and branding by Bryan Couchman Photos by Josh McCullock. <img width="3000" height="2000" width_o="3000" height_o="2000" data-src="https://freight.cargo.site/t/original/i/5d55373e3e7628eab0b206481d20a77c040435d837fd5aefbfe977d20aa0f928/JMC04820.jpg" data-mid="237798629" border="0" src="https://freight.cargo.site/w/1000/i/5d55373e3e7628eab0b206481d20a77c040435d837fd5aefbfe977d20aa0f928/JMC04820.jpg" /> Working on this atlas was a dream project for me. It combined my passion for the ways we encounter and experience the land on which we live with my deep appreciation for the history of the tribes who have inhabited this land long before us and inhabit it still today. The content was provided by contributors and artists I have looked up to for a long time, so it was very exciting to engage with what they provided and strive to lay it out in a way that was both informative and beautiful.&nbsp; <img width="2000" height="3000" width_o="2000" height_o="3000" data-src="https://freight.cargo.site/t/original/i/20515d6666421e2f20aee93be939642b5d7b81411a37842a55e5ff493ad7581d/JMC04958.jpg" data-mid="237798632" border="0" src="https://freight.cargo.site/w/1000/i/20515d6666421e2f20aee93be939642b5d7b81411a37842a55e5ff493ad7581d/JMC04958.jpg" /> <img width="2000" height="3000" width_o="2000" height_o="3000" data-src="https://freight.cargo.site/t/original/i/e5ca73135e9b156251cb2b2ac0a19edb5189692c1d41d16ef528253429d80e81/JMC04779.jpg" data-mid="237798623" border="0" src="https://freight.cargo.site/w/1000/i/e5ca73135e9b156251cb2b2ac0a19edb5189692c1d41d16ef528253429d80e81/JMC04779.jpg" /> <img width="2000" height="3000" width_o="2000" height_o="3000" data-src="https://freight.cargo.site/t/original/i/b0b11947b4604ae967f147c3409b34781dbf6e2237264d13342219f53426005d/JMC04960.jpg" data-mid="237798633" border="0" src="https://freight.cargo.site/w/1000/i/b0b11947b4604ae967f147c3409b34781dbf6e2237264d13342219f53426005d/JMC04960.jpg" /> <img width="3000" height="2000" width_o="3000" height_o="2000" data-src="https://freight.cargo.site/t/original/i/79e154893e4a4b1cbb99d462341a62e1ce6036d69d8355f21c9a42ea2b8208e2/JMC04753.jpg" data-mid="237798618" border="0" src="https://freight.cargo.site/w/1000/i/79e154893e4a4b1cbb99d462341a62e1ce6036d69d8355f21c9a42ea2b8208e2/JMC04753.jpg" /> <img width="2000" height="3000" width_o="2000" height_o="3000" data-src="https://freight.cargo.site/t/original/i/6c2c624aff76c43d0882db7435852a5ef1dc7c6a50256996503f41f27d600f6e/JMC04795.jpg" data-mid="237798625" border="0" src="https://freight.cargo.site/w/1000/i/6c2c624aff76c43d0882db7435852a5ef1dc7c6a50256996503f41f27d600f6e/JMC04795.jpg" /> <img width="3000" height="2000" width_o="3000" height_o="2000" data-src="https://freight.cargo.site/t/original/i/3ff7b211ab02b60b38e7229250262f98a1f320707c5e943f3baa7a6518f0d9f5/JMC04939.jpg" data-mid="237798630" border="0" src="https://freight.cargo.site/w/1000/i/3ff7b211ab02b60b38e7229250262f98a1f320707c5e943f3baa7a6518f0d9f5/JMC04939.jpg" /> <img width="3000" height="2000" width_o="3000" height_o="2000" data-src="https://freight.cargo.site/t/original/i/32464b5e9f4e9752038c863e323054d6608719ee7a234226aaa434dc7c917920/JMC04941.jpg" data-mid="237798631" border="0" src="https://freight.cargo.site/w/1000/i/32464b5e9f4e9752038c863e323054d6608719ee7a234226aaa434dc7c917920/JMC04941.jpg" /> <img width="2000" height="3000" width_o="2000" height_o="3000" data-src="https://freight.cargo.site/t/original/i/09460795a5fc6f767b408a0da0129a0c5797d28e63712c78439c3f5c9ca883c1/JMC04758.jpg" data-mid="237798619" border="0" src="https://freight.cargo.site/w/1000/i/09460795a5fc6f767b408a0da0129a0c5797d28e63712c78439c3f5c9ca883c1/JMC04758.jpg" /> <img width="2000" height="3000" width_o="2000" height_o="3000" data-src="https://freight.cargo.site/t/original/i/38b4a047fa786c4dda411ace9893c7925dfbc986a87f8a3b40257065921fe35d/JMC04802.jpg" data-mid="237798626" border="0" src="https://freight.cargo.site/w/1000/i/38b4a047fa786c4dda411ace9893c7925dfbc986a87f8a3b40257065921fe35d/JMC04802.jpg" /> <img width="2000" height="3000" width_o="2000" height_o="3000" data-src="https://freight.cargo.site/t/original/i/6491bced185674ba0454c1300143238fc79320ac05430c7554464812cf062186/JMC04763.jpg" data-mid="237798620" border="0" src="https://freight.cargo.site/w/1000/i/6491bced185674ba0454c1300143238fc79320ac05430c7554464812cf062186/JMC04763.jpg" />