What We Do:

Building a strong brand is your best marketing strategy.

You will be guided through a process that transforms your brand from the inside-out.

Brand Development

Discovering what is at the heart of your brand: what makes you special and how to present it with creative, distinctive impact.

Brand Alignment

Your unique brand message and design, creatively presented in everything your organization touches.

Keep Branding

Keep your message clear and unified.

Be clear. Be remembered.

Our purpose

is to connect people.

Our mission

is to guide business leaders to a deeper insight into the unique value their brand brings and share creatively in the marketplace.

Our vision

is to see leaders, employees, and customers connect with meaningful solutions and thrive.

Our Core Values

Be Real

Communicate with Honesty and Clarity

Sincerity is kind and builds lasting trust.

Serve People

Fueled by the desire to capture our clients' passion

Success is the result of putting our employees and clients first.

Set the Standard

Good is not good enough.

Excellence is the Identity Creative norm!

Live Creative Joy

Explore possibilities, express ideas and dream without borders.

Original ideas flourish where there’s freedom and laughter.

Always Improve

If there's a better way, learn it and do it.

Keep the momentum: Start projects strong, finish them stronger.

Do the Right Thing

For our team and our clients.

Do justly, love mercy, and walk humbly with God.

Who do you trust with your brand?

You have a lot of options when it comes to rebranding. Get to know the Identity Creative difference.

Branding that goes beneath the surface.

A logo is the tip of the iceberg. Your brand goes deep, way beyond what the eye can see. We identify and put into words those intangible pieces of your brand that customers will experience.

Branding that anticipates the future.

Market disruptions and economic shifts can collapse brands that don’t have depth. Building company culture with intention is part of that depth. We’ll provide the tools to equip you to build and sustain a remarkable brand.

A creative team who treats your brand as our own.

Our perfectionism is working for you. Whether it’s brainstorming the perfect slogan or adjusting the font .05 mm, you’ll be confident that we’re striving for excellence in every part of your brand.

Meet the Team

We’re thrilled to have a team of talent that inspires creative energy and vision. Consistent encouragement to express ideas and open feedback is happening here.

Having a fresh perspective in design, strategy, and tech-trends is crucial to remaining relevant and help our clients build brands that connect with their ideal customers.

Bill Kleist

Partner, Senior Designer

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In 1993, Bill founded Identity Creative, specializing in branding for business.

“Logo design doesn’t feel like work! The best part is helping clients clearly identify what makes their business unique and developing a logo and message that communicates it.

Small businesses get sloppy with their brand. They don’t mean to, it just happens and it bruises their image. We work hard to keep their design aligned with their brand’s look and feel, building their credibility in the marketplace. It’s a remarkable advantage that puts them on a level playing field with bigger players.”

Bill graduated from MSU with B.A. degrees in Graphic Design and Advertising, working in the agency space before launching Identity Creative.

In his spare time, Bill is a practical joker, a true family man, and is always up for a game of Risk.

Linda Kleist

Partner, Brand Strategy

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Linda and Bill started Identity Creative in 1993. Her B.A. from GVSU  in Grand Rapids, Mich., prepared her for a career in the branding and marketing process for clients.

Her favorite part of the work is meeting entrepreneurs who strive against all odds until they succeed. ”I meet such dedicated and strong people with inspiring stories. It’s a privilege to help them promote their business and achieve new levels of success.” It’s accomplished through brand strategy, creative design, and message, so companies can connect with their ideal customers and grow.

Linda also likes making homemade pizza and fresh focaccia bread. Together, Bill and Linda support nonprofit works and local community programs. They have four treasured children, all married, and eight precious grandchildren. Family and friends are a never-ending supply of fun, inspiration, and love.

Abby Thompson

Marketing Specialist

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In the summer of 2019, Abby joined the Identity Creative team. Her high energy, brilliance, and great sense of humor have made her an immense asset.

With a B.A. in Marketing from Walsh College, she leverages her academic knowledge to effectively manage client projects, specializing in SharpSpring and Constant Contact email marketing, CRM, and social media.

Her creativity and marketing savvy also find expression in her photography business, Abbys Focus, shooting everything from weddings & sports to headshots and commercial shoots.

In her free time, Abby can be found at the driving range perfecting her swing, traveling up north, attending sports games (she loves them all), or spending time with family and friends.

Sheryl Vallus

Graphic Designer

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Sheryl joined the Identity Creative team in the fall of 2021, bringing depth of experience in creative marketing and project management from her work at Hour Custom Publishing.

Graduating from Oakland University with a BS in Mathematics and Communications contributed to her perspective of graphic design as serving a functional role for business.

Sheryl strives for clarity and simplicity in communication and design. Saying as much as possible concisely and articulately is vital in both content and form.

All things active and outside are her favorite pastimes, from at-home workouts to organized sports and everything in between. Sheryl and her husband, Trevor, have three sons and enjoy competitive sports, both cheering on the boys and challenging one another in family activities. From skiing and soccer, to hiking and card games, family time is lively, often competitive, and always fun.

Matthew Kleist

Creative Catalyst

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As the Creative Catalyst at Identity Creative, Matthew drives sales, oversees business operations, and champions AI implementation to keep the team ahead of the curve. With a background in video production, Matthew has a passion for helping professionals thrive by crafting compelling messaging that enables growth and success.

In both work and life, Matthew is dedicated to inspiring, motivating, and empowering others. Whether motivating team members, engaging with clients, mentoring youths, or volunteering at his local church, he strives to leave a lasting, positive impact.

Outside of work, Matthew finds joy in spending time with his beautiful wife and three children—two girls and a boy. In quieter moments, he enjoys writing novels, blending creativity and storytelling in a way that reflects his love for connection and communication.

For Matthew, it’s all about helping people and organizations find their voice and flourish, both within Identity Creative and beyond.

Erin Wanken

Social Media Manager

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Erin manages social media for Identity Creative. She is continually researching best practices and navigating constant change in the online world.

After graduating from Oakland University with a BS in Anthropology and History, she became the Marketing Director and Event Planning Coordinator for Marias Medical Center in Shelby, Montana. Erin successfully built a connection between the hospital, local businesses, and residents of the community through advertising, fundraisers, events, and corporate culture initiatives.

Erin and her husband have two young daughters and a German Shepherd named Penny. In her spare time, she can be found baking, entertaining friends, enjoying the outdoors, and reading anything-Jane-Austen.

“Working with the Identity Creative innovative team keeps me on my creative toes!”

Ashley Sickles

Graphic Designer

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Ashley earned her BS at Lawrence Tech University, majoring in design. She is an energetic, creative person with a passion for clean and professional print and layout design. Having worked in many facets of graphic design, she has built a strong skill set and is confident in finding solutions that produce brand success. Ashley also brings insight and expertise to any publishing project.

Ashley grew up in Michigan, spending most of her time on the lake and finding adventure. Since graduating from LTU, she has traveled out West to continue the adventure with her husband, Tim. Together, they enjoy the amazing rock climbing, hiking, fly fishing, and rafting (she could go on and on…) that the mountains have to offer.

Artie

Squirrel Security

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Artie is a Husky/German Shepherd mix and a regular fixture in the office. His primary interests include chasing squirrels (with varying degrees of success) and engaging in any form of play. He possesses a strong prey drive and a healthy enthusiasm for toys, which he’s happy to demonstrate. While he maintains a friendly demeanor with most humans, his focus can be easily diverted by the presence of small, furry creatures.

Artie contributes to office morale through his presence and occasional bouts of playful energy. He appreciates a good head scratch and is generally well-behaved unless a squirrel happens to be within visual range.