Business Details
25 Years
experience
Brand Strategy & Rebranding Experts in Chicago
Since 2001, we have partnered with organizations at pivotal moments to transform their brands through strategic clarity, bold positioning, and innovative design. Our approach combines research-driven insights with creative execution to align vision, fuel growth, and create future-ready brands. Rooted in Chicago but operating nationally, we specialize in rebranding through four frameworks: Brand Evolution, Revolution, Creation, and Merger. Our team of experts leverages AI as a tool to accelerate research while maintaining human-centric storytelling. We prioritize internal alignment to ensure brands resonate externally, delivering measurable outcomes through awareness, engagement, and business impact.With decades of collective experience, we guide clients through high-stakes transitions, converting uncertainty into clarity and differentiation. Our methodology addresses six universal questions of brand reinvention, ensuring every transformation is strategic, cohesive, and impactful. From workshops to digital integration, we build brands that stand as industry leaders. Our portfolio includes industry giants and challengers across healthcare, technology, and retail, all seeking to create brands people believe in. We measure success through tangible results, including market share growth and customer loyalty, while ensuring every brand rollout inspires momentum and belief in the future.
Services
Brand Evolution
Brand Revolution
Brand Creation
Brand Merger
Strategic Positioning
Digital Integration
Workshops
Messaging
Design
Details
- Year established: 2001
Highlights and features
- We offer four proven rebranding frameworks tailored to organizational goals.
- Our methodology addresses six universal questions of brand reinvention.
- We combine AI-driven research with human-centric storytelling and design.
- We ensure internal alignment to strengthen external brand impact.
- We measure success through awareness, engagement, and business outcomes.
What people say
Doubled since rebrand
Incredible partners
Remarkable journey
Changed the conversation
Ignite potential
Services
Brand Evolution
Brand Evolution refines existing identities to align with future goals while preserving core equities. We analyze market shifts and internal vision to update messaging, visuals, and strategy. This service ensures brands remain relevant and competitive through measured, strategic updates.
Brand Revolution
Brand Revolution addresses radical transformation needs. We redefine positioning, messaging, and identity for organizations undergoing significant change. This service includes stakeholder workshops, competitive analysis, and bold creative direction to reset brand perception and market position.
Strategic Positioning
Strategic Positioning establishes a brand's unique market place. We conduct research to define audience insights, competitive differentiators, and core messaging. This service creates a foundation for all brand activities, ensuring clarity and alignment with organizational objectives.
Digital Integration
Digital Integration ensures cohesive brand experiences across digital platforms. We develop website designs, UX/UI strategies, and digital asset systems. This service aligns digital touchpoints with brand identity to enhance recognition and user engagement.
Workshops
Workshops facilitate stakeholder alignment through interactive sessions. We lead exercises to clarify brand purpose, values, and strategy. This service builds internal advocacy and ensures consistent brand execution across all organizational levels.
People
Greg Daake
Principal & Creative Director
Greg leads creative direction at Daake Design, combining strategic insight with design expertise. He specializes in transforming brand narratives through bold visual solutions. With over two decades of experience, he guides clients through complex rebranding challenges.
Lisa Daake
VP of Operations
Lisa manages Daake Design's operational strategy, ensuring seamless project execution. She oversees team coordination and client relations, bringing efficiency to large-scale rebranding initiatives. Her focus is on delivering measurable business outcomes through structured processes.
Steven Valish
Director of Design
Steven leads the design team, creating visually compelling brand systems. He specializes in translating strategic concepts into cohesive visual identities. His work spans logo development, typography, and cross-platform design applications.
Susan Linde
Director of Project Management
Susan oversees project timelines and resource allocation. She ensures client projects stay on track while maintaining quality standards. Her expertise lies in managing complex rebranding initiatives across multiple industries.
Tina Stokes
Director of Brand Strategy
Tina develops strategic frameworks for brand transformation. She conducts market research and competitive analysis to inform positioning. Her approach focuses on aligning brand purpose with audience needs for long-term success.
Questions
What does Daake Design specialize in?
We specialize in rebranding through four frameworks: Brand Evolution, Revolution, Creation, and Merger. Our focus is transforming brands through strategic clarity and innovative design.
How does Daake Design approach rebranding?
We use research-driven insights, stakeholder workshops, and AI-assisted analysis to address six universal brand questions. Our approach ensures strategic alignment and measurable business impact.
What industries do you work with?
We work across healthcare, technology, retail, and nonprofit sectors. Our clients include FNBO, UNMC, and Omaha Zoo, demonstrating our cross-industry expertise.
How do you measure rebranding success?
We track awareness, perception, engagement, and business outcomes like market share growth and customer loyalty improvements through pre- and post-launch metrics.
Can you handle national-scale projects?
Yes, while based in Chicago, we operate nationally with remote collaboration tools. Our team manages large-scale rebranding initiatives for organizations across the United States.
