Perception LLC

Steiner Electric, Inc. recently remodeled their space, adding valuable administrative areas as well as creating a more efficient multi-purpose warehouse for hosting trainings and apprenticeship classes. Wanting to keep their mission highly visible, they tasked Perception LLC with designing large boards to help keep their values and strategic plans front and center throughout the office. Great print job by Foerster Signs as well.

Perception LLC is proud to have worked with Freedom Lake Ministries to design their 10 step guide to help support individuals on their road to recovery from addiction. At Freedom Lake Ministries, men have found life-changing freedom beyond recovery through Christ-centered discipleship.

Big Brothers Big Sisters of Washington County came to Perception LLC requesting help to better visualize their ideas for potential exterior building upgrades, which included repairing plaster, adding a railing to the rooftop, updating a privacy fence, pouring a new concrete patio with two large planters, and adding their logo to the rear of the building. Perception LLC was happy to provide this rendering at no cost to this great organization to help fulfill their vision and improve their presence along the West Bend River Walk.

As go-to experts for tool and die repairs, American Tool Service LLC restores and optimizes equipment for peak performance, ensuring minimal downtime and maximum efficiency. To better promote their business and highlight their services, ATS trusted Perception LLC to redesign their existing sell sheet and to design a complimentary tri-fold brochure.

For those familiar with Southeast Wisconsin, West Bend is often recognized as the city with “two high schools in one building.” For residents, this distinctive arrangement has long been a defining and cherished aspect of the community. West Bend East and West Bend West have cultivated one of the region’s most enduring and spirited high school rivalries.

As a purely hypothetical and fun conceptual design exercise, I wanted to explore the possibilities of uniting two distinct brands into one by focusing on unifying the two schools while honoring their rich and storied histories. This work is not affiliated with or endorsed by the school district, the City of West Bend, or any other organization. It is intended solely as a creative exploration of identity and design.

The first—and perhaps most critical—step in this process is selecting a name.

At first glance, “Badgers” presents itself as a safe and familiar choice, carrying historical significance as the original name of West Bend’s early athletic teams. Yet the opportunity exists to think more deeply and consider alternatives that symbolically reflect the union of East and West.

One such option is West Bend Meridians, a name that represents the idea of convergence—quite literally, “where East meets West.”

Another possibility is West Bend Zeniths, referencing the highest point or peak of achievement. In astronomy, the zenith is the point directly overhead, precisely centered between the eastern and western horizons, making it a compelling metaphor for unity and excellence.

A third option is West Bend Sol, derived from Sol Invictus, the sun god of the later Roman Empire.

For this design exercise, I have chosen Sol as the working concept. By blending visual elements from both existing schools, the central mascot emerges as a fierce warrior, featuring flames in place of the traditional bristles of a Spartan helmet. An abstract “S” forms the foundation of the mask, reinforcing the identity. Supporting the primary mascot are secondary lettermarks for “SOL” and “WB,” each incorporating flames inspired by the helmet design.

I’d be interested to hear your thoughts. Badgers? Meridians? Zeniths? Sol? Or perhaps something else entirely? Let's hear your ideas.

Logo design and business card for Prust Legal. As the most important element of the design, "Prust" is bold and contrasts with a lighter weight for "Legal." The two words are the same width to provide balance to the overall design while an abstract courthouse with 3 simple columns and a roof (formed by the"ru" in "Prust") provides a feeling of strength and stability.

The trickiest part of this design was getting the "shoulder" of the "r" just right. Too thick and it becomes distracting as a horizontal element, with the left-most column suffering as a result. Too thin and the "r" loses legibility. The solution is the result of finding the optimal thickness combined with the small notch at the terminal where the "r" meets the "u." The resulting form is balanced as the shoulder of the "r" actually matches the bowl of the "u" when rotated 180°, keeping the columns intact.

Subtle lines in the background of the business card form the county lines of Southeast Wisconsin, which Prust Legal proudly serves.