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Before
Koin was entering a crowded fintech market with a product story that felt technical on paper but human in practice. The existing mark and deck did not carry trust at investor meetings or in-app.
The Tentmakers — Brand & Product Design
Brand designProduct design
A Chicago studio for founders and teams who need identity, interfaces, and launch-ready systems — not another template with your logo on it.
01 / 03
Act I / 01 of 03
Your brand hasn't kept up.
You've grown. Your logo, your messaging, your presence — still where you were two years ago.
§ 03 · What we do
Two practices. One studio.
Brand design and product design, same team. Strategy through hand-off so what ships looks like what we promised in the first conversation.
01 / 02↗
Brand design
Identity & systems
Positioning, visual identity, guidelines, and the applications that make a brand feel inevitable — decks, sites, packaging, and launch assets.
Logo & wordmarkType & colorBrand guidelinesLaunch applications
02 / 02↗
Product design
Web & mobile
Interfaces, design systems, and product flows for teams shipping something real. We design what users touch, not just what investors see.
Web & mobile UIDesign systemsPrototypesHand-off to build
§ 04.1 · Case study
Koin end-to-end.
Koin needed a financial brand that felt credible to institutions and approachable to everyday users. We delivered a full identity system, not a logo file.
- System components
- 40+
- Application surfaces
- 9
- Scope
- Brand + product
Process
We rebuilt the identity from strategy through system: mark, type, color, UI components, and application rules so product, marketing, and pitch materials share one voice.
Result
A launch-ready brand system with 40+ documented components, used across the app, investor deck, and marketing site without a rebrand six months later.
Process artifacts
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In the wild
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“They did not hand us a mood board and disappear. We left with a system our team actually uses every week.”
PrayerGymFaithful KitchenKoinBoth+The Tent
§ 04 · Manifesto
“
You don't need more contentnoiseoutputcontent.— The Tentmakers, Manifesto N°01
You need more clarity.
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§ 05 · Brand → Implementation
How a brand becomes a system.
We don't hand you a logo and disappear. Every mark, color, weight, and pause is wired into a living system — so your site, your deck, and your product all speak the same language.
tentmakers.
The mark.
Our logomark and lockup from the brand guide — built to scale across product, print, and web.
#0E0E0E
NightTexts & ink
#FFFFFF
WhiteBackgrounds
#DA9629
Harvest GoldAccent only
The palette.
Night carries the text. White carries the space. Gold carries the punctuation.
Aa.
ThinRegularMediumExtraBold
The typeface.
Be Vietnam Pro across four weights — Thin to ExtraBold.
Principle
Weight.
hello.
Principle
Reveal.
Principle
Punctuation.
§ 06 · Who we work with
Built for people building things.
We're picky on purpose. We take fewer clients so the ones we have get the weight of a full studio behind them.
Studio-led from Chicago: brand and product design with the same people from first sketch through hand-off.
01Founders — building real companies→
02Athletes — stepping into their next chapter→
03Creators — with a message worth spreading→
04Churches — & ministries on mission→
05Visionaries — building things that matter→
§ 07 · The Platform
Not just a studio. A platform.
A holding company powering PrayerGym, TheTent.Supply, and more — real companies solving real problems.
Live · 12k weekly
Soon · Q4 '26
§ 08 — Process
Four steps. Same hand.
From the first call to the final hand-off, the same people stay on it. That's why the brand we ship feels written, not assembled. Scope and timeline are set together after we understand the work.
01Listen.We start with conversation. No briefs, no forms — just a real understanding of what you're building and why it matters.
02Sketch.We come back with three directions, not one. Three different shapes the brand could take, so you can choose with conviction.
03Build.End-to-end — brand, web, product, all from the same hand. No relay races between agencies.
04Hand-off.Living systems, not static files. You leave with the tools to run with it — Figma libraries, brand guides, the whole tent.
§ 09 · Ready to build?