The stakes
Public-health decisions shaped by confidence, relevance, and access to credible information.
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Strategy, brand, digital, and communications systems built by the senior team you meet.
Dallas brand, digital & communications studio · Celebrating 30 years
CreativeThat GetsResults.
Strategy. Design. Technology. Delivery. One connected system.
We help organizations win trust, move audiences, and turn consequential ideas into brand, digital, and communications systems that work in the real world.
Strategy through launchDallas, TexasWorking nationally
MotionsCampaign · Outdoor · Product launch
Consumer brand work for Unilever
Work in viewMotions
Selected relationships across three decades
National brands · civic institutions · organizations with something at stake01
Microsoft
Microsoft02
City of Dallas
City of Dallas03
Unilever
Unilever04
General Motors
General Motors05
MADD
MADD06
Main Event
Main Event07
Nissan
Nissan08
Matthews Southwest
Matthews Southwest09
Sally Beauty
Sally Beauty10
T.D. Jakes
T.D. Jakes11
7-Eleven
7-Eleven12
Quest for Success
Quest for Success01Independent recognition
WeConsiderWA · Public-health communication
Recognition is one thing.
What it recognized matters more.
Why this work matters
WeConsiderWA addressed a consequential public-health challenge with culturally grounded communication designed to help Black Washingtonians find credible answers and act with confidence.
TDF was subcontracted to lead the creative and digital execution presented here. The award and reported campaign outcomes belong to the broader collaborative effort.
The response
TDF led the creative and digital execution shown here, organized around the questions people were actually asking.
The signal
The broader campaign won PRWeek’s 2023 Best in Public Sector award; TDF’s execution is credited directly and precisely.
02Selected work
Proof before promises
Different worlds.
One standard.
Public information, national consumer brands, education, and social impact. The medium changes. The discipline does not.
15ptreported increase
01Public health · Creative and digital execution
WeConsiderWA
Trust became a public-health outcome.
TDF was subcontracted to lead the creative and digital execution shown here for a culturally grounded campaign recognized by PRWeek.
PRWeek US Awards 2023 · Best in Public Sector
Read the case study
Cityscale communication
02Government · Public information
City of Dallas
A citywide change, understood at a glance.
One Day Dallas turned an operational shift in sanitation service into a clear public promise across billboards, print, and neighborhood communication.
Two City of Dallas public-information systems
Read the case study
POPretail system
03Consumer · Retail system
Motions
Retail clarity without losing cultural energy.
A point-of-purchase system used scale, contrast, and disciplined hierarchy to make product performance immediately legible at shelf.
Consumer brand work for Unilever
Read the case study
3audience paths
04Education · Digital experience
A Chance To Learn
A digital experience organized around possibility.
Mission, programs, and pathways were structured so families, educators, and supporters could understand both the impact and their next action.
Education access · responsive digital experience
Read the case study45projects now in the complete archive
Explore the full portfolio03Connected capabilities
One idea.
Built all the way through.
Strategy does not stop at a deck, and design does not stop at a handoff. We connect the decisions so the result stays coherent.
Brand systems
Positioning, identity, voice, architecture, and the rules that keep every expression unmistakably yours.
Digital experiences
Accessible websites and products that turn complex information into clear, useful paths for real people.
Campaigns & communications
Connected creative systems that move from the central idea to every channel without losing their force.
Operational confidence
Governance, integrations, training, and handoff designed so your team can own what comes next.
Brand systems in practice
Distinctive at first glance.
Usable after handoff.
TDF builds identity systems that can survive leadership reviews, vendor production, digital interfaces, campaigns, and the teams responsible for carrying them forward.
See Strategy and Brand capabilityPosition and architectureIdentity and lockupsUsage rules and production filesRollout and governance
04The working model
Ambitious work.
No mystery.
Four connected stages create room for exploration without losing accountability, momentum, or the launch.
Understand
We begin with the institution behind the interface: audiences, evidence, constraints, stakeholders, and the decisions the work must help people make.
Research brief + success criteria
Structure
We turn complexity into an argument, a content system, and an experience architecture before visual polish can hide unresolved questions.
Strategy + experience blueprint
Create
Identity, language, interface, photography, and motion are art-directed as one system, then tested in the moments that matter most.
Design system + working experience
Operationalize
We build, integrate, document, train, and launch. Your team leaves with control, not a permanent dependency on ours.
Launch + ownership plan
05The senior team is the team
Family-owned. Principal-led.
Thirty years of perspective.
The people you meet deliver the work.
We are a family studio by design. The people in the first conversation stay in the work, bringing institutional memory, direct judgment, and a shared standard from discovery through launch.
Founder · 1996Sederrick Raphiel
Founder & Creative Director
Strategy, vision, and the creative standard that connects institutional truth to memorable expression.
Design · DirectionAri Raphiel
Lead Designer & Project Director
Design leadership, project direction, and the daily decisions that keep ambition aligned with delivery.
Technology · LaunchArmon Raphiel
Technical Director
Architecture, CMS, integrations, security, performance, quality assurance, and a clean handoff.
Senior eyes on every decision
Designed for every real context
Built to improve after launch
The shortest version