Uncovering and defining the brand voice of Sixteen Seventeen, a dynamic candle supply company based in the San Francisco Bay Area, remains one of the most creatively fulfilling projects I’ve led. In 2020, I spearheaded a complete rebrand that repositioned the company from a niche online supplier to a globally recognized contender in the candle-making industry.

Inspired by the heritage of craftsmanship and the tactile nature of the products, I designed a logo that felt more like a maker’s mark than a traditional emblem—something that conveyed trust, quality, and authenticity. To extend this concept, I created a “Tested, Tried, & True” variant of the logo, used exclusively on in-house, rigorously vetted products to reinforce the brand’s commitment to excellence.

I executed the brand rollout across every touchpoint—from redesigning the website and crafting a cohesive email and social media strategy to producing all creative content, including design, copywriting, photography, and post-production. My focus was not only on increasing visibility but on creating a brand that felt bold, intentional, and elevated—a strategic disruption of category conventions. To bring the visual storytelling to life, I partnered with Curtis Brown, an exceptionally talented photographer and longtime collaborator, whose work helped build a compelling, immersive shopping experience. The result was a brand presence that redefined expectations in the candle supply industry and positioned Sixteen Seventeen as a creative leader in its space.