Rising from the ashes…

When Adam approached The Brand Chef with a request for a visual identity for Nooks & Socials, there were immediately two paths laid in front of me.

1 – Slap a cartoon firepit over the words Nooks & Socials and call it a day.

2 – Strategize, experiment, and refine a legitimate logo that means something.

If you know me, you know option 1 was never an option.
I wear a red chef’s hat for crying out loud.
I’m not about blending in.
And you shouldn’t be either!

During our brand workshop, I was able to bend space and time to achieve the impossible feat of having Adam’s time and focus for 2 hours.

From there it was a matter of distilling down key concepts that this brand was all about:

– Connection
– Conversation
– Community

But I’m not going to ignore the 900lb gorilla in the room.
When I took this project on I made a conscious decision to make it completely different than Whoggga, Adam’s previous community.

Many of you have heard of Whoggga.
Some of you are former members.

But whatever your feelings about the outcome, one thing was clear to me:
The most important parts of that community were being instilled as structure of Nooks & Socials.

This community wasn’t just a random afterthought or making money. It was specifically made to harness the greatness that existed with even more focus than before.

The three O’s and C represent the heart of Nooks & Socials.
The commitment to the community.
The connection through experience.
The abundance mindset of members, always open for something new.

So, that’s the story behind the logo. Hope you enjoyed a little behind the scenes of how a brand identity is created as well.

This New Year I want to congratulate Adam and the Nooks & Socials team, Sarah, Dean, Taylor, and everyone else who helped get this idea to reality.

Here’s to a glorious 2026!!