Design can be romanticized as an act of expression, but I’ve always seen it as an act of problem solving. Whether I’m building a brand identity or creating the perfect t-shirt, my goal is the same: find the intersection where a client’s vision meets a consumer’s needs.
Based in Brooklyn by way of Michigan, I bring a Detroit hustle to all design opportunities. My experience is anchored in navigating complex brand ecosystems - most notably designing for the University of Michigan, despite my Spartan roots (Go Green!!). I spent years developing the branding for their NIL program, the Champions Circle, and creating logos, apparel, and merchandise for world-class athletes. In that environment, good visuals aren't enough; the work has to respect decades of tradition while standing out in a sea of competition.
My approach is driven by the belief that the best solutions almost feel like an inevitability if we've asked the right questions, and led with an empathetic curiosity. I design as a consumer first, ensuring that usability and intent sit at the heart of every project. I want my logos to outlive careers and my apparel to be the well-worn favorite that someone refuses to throw away. By working closely with clients to understand the concept that's asking to be created, I focus on bringing ideas to life through discipline, curiosity, empathy, hard work and thoughtful execution.
Got a problem that needs solving? Let’s get to work.
248.881.6588 | alexjbreeden@gmail.com