danni goodman

branding

creative + design + website development + AI tools

Identity + Visual Systems

PERSONAL + COMPANY LOGOS

A brand’s true test is its ability to remain relevant as a business scales. This gallery features identity systems designed over the last decade that remain in active use today. I provide strategic branding and creative direction for clients who value visual consistency and clear design systems.

The Tech Table

Broadway's Creative & Production Insider  • New York, New York

The Tech Table is Broadway's insider resource where backstage craft meets industry pulse. The icon draws nodes of light into a single form, referencing the camera aperture and stage frame to spotlight the creative teams that move the industry forward.

A complete Brand Guideline covering their brand story, typography, colors, brand in use, and logos in light and dark.
Featured Brand
A clean typographic identity built to balance professionalism with approachability. The bold sans-serif conveys stability and trust, while the box frame serves as an abstract umbrella representing Pontell's wide range of coverage.

Pontell Insurance

Insurance Policies • Ovideo, Florida
A clean typographic identity built to balance professionalism with approachability. The bold sans-serif conveys stability and trust, while the box frame serves as an abstract umbrella representing Pontell's wide range of coverage.
Custom-drawn floral elements mimic thread work, while a scissor motif nods to the craft itself, creating a whimsical yet sophisticated identity for the maker of handcrafted stuffed animals sold in a downtown Sanford boutique.

Little Stuffed

Handmade Stuffed Animals • Sanford, Florida
Custom-drawn floral elements mimic thread work, while a scissor motif nods to the craft itself, creating a whimsical yet sophisticated identity for the maker of handcrafted stuffed animals sold in a downtown Sanford boutique.
The name itself does the work, using it directly fosters the personal connection a client needs when navigating legal challenges. Avenir grounds the identity in timeless professionalism, paired with a navy and red palette that communicates authority and trust.

C. Todd Smith Law

Personal Injury Attorney • Orlando, Florida
The name itself does the work, using it directly fosters the personal connection a client needs when navigating legal challenges. Avenir grounds the identity in timeless professionalism, paired with a navy and red palette that communicates authority and trust.
Situated in Vail Valley, the brand name rests between hand-drawn mountains, complemented by a refined palette of dark gray and heather purple inspired by the natural landscape. As a DIY design and build supplier carrying everything from plants to hardscape materials, the identity needed to feel both rugged and approachable.

Vail Valley

Landscaping Supply • Wolcott, Colorado
Situated in Vail Valley, the brand name rests between hand-drawn mountains, complemented by a refined palette of dark gray and heather purple inspired by the natural landscape. As a DIY design and build supplier carrying everything from plants to hardscape materials, the identity needed to feel both rugged and approachable.
Amy specializes in eight distinct practice areas, so the identity needed to reflect both breadth and humanity. The personalized brand took shape as an abstract tree, with eight hand-drawn leaves representing each area of focus, grounding her practice in warmth and growth.

Amy V. Smith

Mental Health Counselor • Orlando, Florida
Amy specializes in eight distinct practice areas, so the identity needed to reflect both breadth and humanity. The personalized brand took shape as an abstract tree, with eight hand-drawn leaves representing each area of focus, grounding her practice in warmth and growth.
Blue heron vector art meets steampunk detail in an identity rooted in Florida's natural springs and the "Ale Works" name. An icon in the state's craft beer scene for over a decade.

Hidden Springs Ale Works

Craft Brewery • Tampa, Florida
Blue heron vector art meets steampunk detail in an identity rooted in Florida's natural springs and the "Ale Works" name. An icon in the state's craft beer scene for over a decade.
A tech brand that needed to feel both authoritative and accessible to everyday drivers. The wordmark blends a navigation compass into the letterform, nodding to the GPS and vehicle integration products at the core of the business.

Infotainment

OEM Automotive Electronics • Oviedo, FL
A tech brand that needed to feel both authoritative and accessible to everyday drivers. The wordmark blends a navigation compass into the letterform, nodding to the GPS and vehicle integration products at the core of the business.