Category: Branding

2930 Creative to change company name to Waffle Branding and Design

Award-winning marketing agency 2930 Creative has changed its name to Waffle Branding and Design. This change marks a shift in focus toward branding identity and design services offered by the firm.

“Like breakfast is a great start to your day, so is a strong branding identity a great start to your business,” says president Christopher Reeves. “I am very excited to be focusing on 2930 Creative’s award-winning strengths with this new brand.” Reeves and his partner, Art Director Ashley Smith, have worked with organizations such as Children’s Miracle Network, Dallas-area organizations Bold Idea and Friends of the Katy Trail, and Fair Elections Legal Network to produce beautiful visual identities for brands and nonprofits.

Along with the name change, the company adopted a new corporate identity, including a new logo and visual identity, and a new website that can be found at The changes are effective immediately, and all future business activity will be undertaken with the new name.

For more information about the new changes, please visit for details. About Waffle Branding and Design: Waffle Branding and Design is a design firm located in Frisco, Texas. The Waffle team features the award-winning staff of 2930 Creative, and takes a unique approach to design collaboration for nonprofit organizations, businesses and startups.

How to Announce a New Product, Featuring Nintendo Switch

Nintendo made a big splash when it gave details about its latest console, the Switch. In case you missed the hype, the Switch is part console, part tablet, and part handheld. Nintendo, like fellow video game companies Sony and Microsoft, know how to make waves among its fans and beyond and, more importantly, know how to launch a product. While many of us will never be a part of a team that launches a new video game console, we can find lessons in Nintendo’s announcement of the Switch and how we can apply these ideas to launch a product and services.

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Branding Identity Package: Krypton

The Elements Project is an ongoing branding identity exercise. The purpose of this exercise is to improve our project management skills, teamwork, and creative communication. Each team member is assigned an element from the Periodic Table. Using that element, they are required to work with the whole team to build a branding identity package for the element. This is the first in an ongoing series showcasing our work. 

Krypton is a comic book shop specializing in vintage comic books, as well as appraising and selling/buying nerd culture paraphernalia. We developed a website that evokes the style of Silver and Golden-Age comic books: in particular, comic book-style web buttons, classic comic book artwork, and vibrant colors throughout. On top of a website, we created trading cards that double as business cards for the various staff. Finally, the capstone of the creative work is a commercial featuring the store and detailing the company culture.

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Branding Identity Package: Zinc

The Elements Project is an ongoing branding identity exercise. The purpose of this exercise is to improve our project management skills, teamwork, and creative communication. Each team member is assigned an element from the Periodic Table. Using that element, they are required to work with the whole team to build a branding identity package for the element. This is the first in an ongoing series showcasing our work. 

Zinc is a surf shop that captures the feel of the beach with 2930 Creative’s unique twist. Art Director Ashley Smith chose vibrant colors that blend the subdued tones of the ocean with the frenetic motion of surfers. A playful logo introduces the sentiment of relaxation and laid-back lifestyle that captures surfer culture. The team also designed Zinc-branded wet suits and sunglasses, each that evoke and yet challenge traditional icons of surfer culture.

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Brand Identity: After my Logo, What’s Next?

Save time and communicate with your creative team efficiently by understanding your brand identity.

what-is-a-brand-300x146Brand Identity is how a business wants their brand to be perceived by consumers. This includes the name, communication style, logo and other visual elements such as printed collateral, letterheads, business cards, and a website. Have you considered your brand identity recently?

The most common element of brand identity, and the one that most brands usually start with, is the logo. The logo is the first interaction that many consumers will have with your brand.  Your logo should be memorable, should easily scale up or down, be effective in both color and black and white, and while your logo can be relevant to your industry, it’s not a requirement. For more about how to create an effective logo, read our blog post about logo design.

After either you have created your logo, you will need to start determining other elements of your brand identity. A brand identity will help you determine your brand and style guidelines. A brand and style guideline is an actual document that a brand provides to anyone creating work representing the brand. This includes writers, advertisers, marketing firms, partners, and web developers. Providing a brand and style guideline will help save time and ensure that the brand’s identity stays consistent across all platforms.

In a brand and style guidelines document, you will include all correct versions of your logo and other brand identity elements such as the correct size and weight of your chosen typefaces; the correct colors and their corresponding codes for print and screen; and your brand tone and message for written work.

Understanding your brand identity will save you many steps with your design team. Knowing what you like, don’t like and how to communicate in terms they will understand.

2930 Creative offers brand identity packages to help you highlight the best of your brand. Contact us to learn more about our pricing. 

Logo Design: How Do I Make a Logo That Stands Out?


2930 Creative has designed logos for several of our clients across different industries. We can honestly say that designing a logo is one of the hardest things to do for a brand. A logo comes before any other brand identity elements. It is a visual representation of your brand. Your logo will set the tone for what consumers can expect when they engage with your brand in any setting.

Why is a logo so hard to design?

Designing a logo can be challenging, as it is often the very first design element that business owners think about creating. Without previous design elements, the design process can often turn into a game mind-reading between designer and business owner. During this phase, it’s best to use descriptive phrases, and to be honest about what you like and do not like so that your designer will have direction as to what your expectations are for the design.

Where should I start?

Go through your competitors logos and list out things that you like and do not like about each one. Find some common themes and elements that each logo. If you are confident in your sketching skills, try drawing a rudimentary sketch to get the designer thinking about how you would like the element to look. Listen to your designer’s feedback. Sometimes things you think will work may not, and vice versa. Just like talking to your web designer, working with your designer should be a two-way street. Ask for advice from family and friends, as well as anyone who may be in your core market. Find out how your design makes them feel, if it compels them to take action, or what they may not like about it.

What does a “good” logo look like?

There are five principles of good logo design. A good logo should be memorable, timeless, simple, versatile and relevant. Ask yourself if your ideas for a logo holds up to these five principles. Versatility is very important when considering using your logo across different mediums such as digital, television and print advertising as well as product merchandising and possibly uniforms.

What should I expect to pay for a new logo? 

The story goes that Nike famously only paid $35 for the swoosh. Logos may be priced in different ways, as with any creative work. A designer may charge an hourly rate, or you may pay a fixed rate price for a logo. On the low end, logo design could cost as little as $100. Experienced designers may charge anywhere between $300 – $500 or their hourly design rate. Pricing can depend on the experience of the designer as well as the scope and reach of your business’s market. For example, a logo that will be used across several different mediums may cost more than one needed only for display on a website. Many designers will work with their clients and their budgetary restrictions.

What are questions I should ask when hiring a logo designer? 

Ask any logo designer about their portfolio and clients they have worked with in the past. What programs do you use to create your logos? Will I be receiving vector versions of my logo? What logo versions will you provide for me? What timeframe can I expect for the whole process?

Designing a new logo can be a challenging part of developing your brand identity. Knowing where to begin and how to communicate with your logo designer will make the process easier. We love talking about logos. Contact us to learn more about our logo design packages or check out our logo-specific portfolio


Case Study: BrainStyles


51NNPX1WWEL._SX316_BO1,204,203,200_Relaunching a brand can be a daunting experience, but we were excited to help The BrainStyles System achieve success. By building a blog and introducing them to social media marketing, the BrainStyles team now has access to a whole new audience they would have otherwise been unable to reach.

The BrainStyes System provides research and tools to assist people to define and leverage their hardwired, brain-based strengths. It is comprised of a network of coaches who use a printed text and inventory tests in an effort to help clients and customers realize their natural-born strengths.

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Creating a Brand Voice on Twitter: What We Learned from the End of the World

when-parody-twitter-accounts-become-the-voice-for-your-brandA week before the alleged end of the world, I sat giggling at my desk. “What are you doing?” Chris asked.

“Oh, something that is probably going to make us really annoying to a lot of people,” I replied.

“On our company account?”


He paused before sighing and saying, “Oh boy.”

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Lessons in Branding: What We Learned at The Locals Trunk Show


On Saturday, we checked out The Locals Trunk Show at Centre in Dallas, Texas. The event was a showcase of the best of Dallas independent brands. Despite the nearly 100 degree Texas heat, the energy was high and we found inspiration in some great places! There are a lot of lessons to be learned from independent brands, and here are some of our observations.


1. Take a unique characteristic, and use it to fully develop your brand and separate it from the rest. Fresh Kaufee of Dallas is a great example of this. We instantly felt like we knew the brand and what it was about after only two minutes at their table. Inspired by the concept of a customer asking for fresh coffee in the morning, the brand is all about that extra positive pick-me-up to get someone through their day. Shirts smell like coffee and are packaged in coffee bean bags.


2. Make friends with the competition. One of the things that stood out about the trunk show was the way that the brands all came together in a community. It is important to network with others in your industry. They know things you don’t and understand your target market. Don’t be afraid to ask someone if you can pick their brain. Follow them on their social networks and join their community. You will benefit by learning more about them and their communities.


3. Know what your vision is and share it with the world. We really loved that the Azimo brand uses their vision to enhance their marketing strategy. Built “upon the idea that life needs to be indulged in like a kid,” Azimo’s well-defined vision also helps to shape their brand of colorful and playful designs.


4. Love what you do, share what you love.  So many of the designs we saw on Saturday were inspired by things that the artist loved. Comic books, video games, color, kids, happiness, and the city of Dallas were all main sources of inspiration. Most of the brands had free stickers and pins to give away that had their Twitter handle or Facebook page listed on it. It’s easy to spread the word about your brand when it represents what you care about.


Thank you so much to all of the participants and thank you to Centre for a great day! We left the event feeling inspired and energized. And, oh yeah, SUPPORT LOCAL!


We’re a digital creative agency, and we love supporting small businesses and local brands! For more information, contact us at