BUILD YOur BRAND WITH A PURPOSE
At Core Identity, we help you create a clear, confident brand that stands out. From your logo and website to marketing materials, we guide you through a simple process that brings your vision to life. Our goal is to help entrepreneurs like you launch or rebrand with ease—and make a real impact. Take a look at our work and see what’s possible.
CLAIMGUARD TPA
When we first met with Josh and Moises Luna, we were immediately inspired by their bold vision to transform the workers' compensation space. Where the industry is often slow, impersonal, and complex, they saw an opportunity to bring empathy, clarity, and efficiency. Our role was to develop a brand identity that reflected this mission at its core.
ClaimGuard TPA is a modern, Colorado-based third-party administrator that redefines the workers’ comp experience. Unlike traditional TPAs, ClaimGuard delivers a white-glove, tech-forward approach that serves both employees and employers with care and precision. Rooted in empathy and driven by strategic clarity, the brand empowers risk managers through real-time data, consistent communication, and a proactive partnership model. Together, we created a brand that not only stands out—but stands for something.
Alliance Point Advisors
This project was an exciting opportunity to partner with two visionary leaders to develop a cohesive brand identity that captured both the strategy and heart behind their work. As a global consulting firm, Alliance Point Advisors helps companies navigate digital transformation with a strong focus on people, collaboration, and long-term impact.
From the beginning, it was clear they wanted a brand that reflected their values: clarity, connection, and forward-thinking. The quatrefoil symbol became a perfect visual anchor—representing their four-point strategy and the idea of balance, unity, and continuous progress. We paired this with a modern blue and teal color palette to evoke both trust and innovation.
Their people-centered approach to consulting is what truly sets them apart. As they put it:
“Our work facilitates a continuous journey of development and transformation for our clients and is highly integrated and connected, so we work together to deliver the results they are seeking.”
We’re proud to have helped bring their vision to life with a brand that communicates strength, insight, and a commitment to meaningful transformation.
HENDRICKS HVAC
Hendricks Heating and Cooling has been a trusted, family-owned name in Grand Rapids, MI, since 1930. When the fourth-generation owner stepped in to lead the business, she reached out to us to help rebrand while honoring the legacy that came before her. A key part of the vision was incorporating a photo of her late brother—who previously ran the business—into the branding, creating a meaningful tribute to his leadership.
To reflect their deep local roots, we also introduced a plaid theme inspired by the region they serve. The result is a warm, heritage-driven brand that blends tradition with a renewed sense of purpose. Hendricks Heating and Cooling stands as a testament to generational craftsmanship, community commitment, and enduring expertise.