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BUILDING BRANDS THAT CUSTOMERS WANT & COMPETITORS ENVY.

WILLFUL IS AN INDEPENDENT CREATIVE AGENCY DEVELOPING PURPOSE-DRIVEN STRATEGY, CREATIVE, & RESULTS FOR BRANDS LARGE & SMALL.

HOW WE HELP
HOW WE HELP

OUR WORK

RECENT WORK

A silver Mini Cooper parked on a street in front of a modern building with large glass windows reflecting the sunset sky.
Multiple cans of Atticifer Brewing Co beer stacked together, with black, white, and orange label design, indicating 12 fluid ounces, 5.3% ABV, crafted in the Midwest.
Open magazine featuring Huskie Tools battery-powered cordless reciprocating saw, with a man wearing a helmet and safety gear holding a tool, black and white background with bold white and red text, and Huskie Tools logo.
A black shipping container with a green logo and the text "b packing" on the side, suspended through metal support wires by a pulley system against a plain gray background.
Multiple pink and white cards with the word 'STACKED' in bold black letters, scattered randomly on a surface.
A black bottle with a tan string and a knot on top, labeled with the word 'FUTURE' in white and orange text, lying on gray rocks.
Close-up of a modern lounge chair with a rounded wooden frame and textured grey upholstery.
Close-up of a textured green fabric with a white logo and text reading 'ROHO LIVING'.

SEE MORE WORK

WE WORK WITH SOME AMAZING PEOPLE.

Black logo with a stylized number 3 next to the letters 'bmg' on a white background.
Sharenow for Business logo in black text with a stylized 'Y' symbol
Dukane logo in black text
NIU Huskies logo featuring a wolf's head and the text 'NIU Huskies'.
Outlier Brewing Co logo with stylized text
The word 'DISCOVER' in bold black letters on a white background with a registered trademark symbol.
SEAL logo featuring a star-like symbol and the word 'SEAL' in black text.
Hilton Honors logo with black text and border on a white background.
Wrangler logo in black text
Black and white logo featuring stylized overlapping letters 'S' and 'X' in a Gothic font style.
Logo for Talking Raven Brewing Co. featuring a stylized raven and text.
The word 'REBEL' in bold, black uppercase letters with a stylized font.
Ullman logo with bold black text and a stylized 'U' icon.
Text graphic reading 'Brewhouse Legends El Paso' with decorative stars.
Logo for Miaone with stylized circular design replacing the letter 'O'
Umbraco logo with a black circle and a white stylized U, and the word 'umbraco' beneath it.
City of Phoenix logo with a black abstract phoenix symbol and the text 'City of Phoenix'.
A white background with three hand-drawn black circles overlapping, containing the lowercase letters 'fpg' in the center.
Turner logo with a stylized 'T' and the word 'TURNER'
The word 'STACKE' in bold black letters on a white background.
Kardiel logo with black symbol and company name in black text
Toys R Us logo with black text and a star inside the letter 'R'
Logo for Ipsento Coffee with bold black text and decorative stars
Logo with the letters 'WKPR' divided into two black squares
Husky Tools logo with a muscular figure holding a tool, black shield in the background, and bold text.
Spa of Tranquility logo with stylish text
GINREVIEWS logo with the word 'GINREVIEWS' in bold black letters and a small star above the letter 'I'
Envy Salon logo with the word "envy" in a cursive font and "SALON" below in uppercase letters.
Proxipak logo featuring a stylized 'P' icon and the company name
RIVALMIND logo in black text on a white background

“THEIR CREATIVITY & DESIGN IS NOTHING SHORT OF AMAZING.”

BOB BATY-BARR, VP SEGAL GROUP

STAY CONNECTED

@wearewillful

 
FRESH WORK: Here's a peak at the new LA MEZCLA identity and packaging. More coming from this portfolio this spring and summer. #identitydesign #logodesign #branding #brandingdesign #brandidentity #packagingdesign #packaging #coffeepackaging #coffeeb
Introducing Steve Duffner—EVP/Brand Architecture at Willful. @stevenduffner once toured the midwest as a member of a rock and roll band called Phoenix, backing up the Allman Brothers Band and playing clubs. After graduating from Northern Illin
From the studio/currently reading: The process is the inspiration. @houseindustries
Some new imagery showcasing our Outlier Brewing Co. packaging work. #identitydesign #logodesign #branding #brandingdesign #brandidentity #packagingdesign #packaging #beerlabeldesign #beerpackaging #beerbranding #outlierbrewingco #salud #wearewillful
NEW CLIENT: Electric Conduit Construction x Willful We're off to a great start in 2026, with the addition of several new clients, including Electric Conduit Construction. We're thrilled to welcome them to our roster and are ready to get to work. Sta
NEW CLIENT: Midwestern Contractors x Willful We're thrilled to welcome Midwestern Contractors to the Willful family. We're excited to get to work on building new brand collateral and digital assets for them. #newclient #madebywillful #branddevel
NEW CLIENT: La Mezcla x Willful. Kicking off the new year with new work. We’re teaming up with boutique coffee roaster La Mezcla to help build their new brand identity, packaging and website. We're brewing the good stuff, stay tuned. #newclie
Even before Willful was born, @peajaycreative believed in its vision. She worked with Willful leaders Will Sosa and Steve Duffner at Streng for several years, and they were excited to team up with her and welcome her to Willful. As a senior design g
A yellow, irregularly shaped award with a black outline of a gemstone and the text "DAVEY AWARDS" printed in black.

RECENT AWARDS

RECENT AWARDS

Close-up of a circular award badge with black and gold colors, featuring the text '2025 Gold Winner' and additional details around the edge.
Close-up of a gold and black circular logo with the words 'Gold Winner' and a date, featuring a large 'W' in the center.
A logo for the Davey Awards featuring an abstract geometric shape and dark blue text.
A graphic design featuring the Davey Awards logo, which includes a stylized rock or gem icon and the text 'DAVEY AWARDS' on a geometric background with shades of gray and navy blue.
A yellow irregularly shaped trophy with a black logo of a gem outline and the text "DAVEY AWARDS" printed in black.
Close-up of a circular silver badge with black text and a QR code in the center. The badge has detailed markings around the outer edge.
Yellow backdrop with a logo of a geometric shape and the text 'Davey Awards' in black.
Close-up of a circular silver and black badge with the words 'Silver Winner' and a number around the edge.
A silver-colored, irregularly shaped award with a logo of a faceted stone and the words 'DAVEY AWARDS' printed in dark blue.
Logo for the Davey Awards featuring a stylized yellow stone on a dark blue background with the text 'DAVEY AWARDS' nearby.
An irregular gray shape with a logo and text that reads 'DAVEY AWARDS' at the bottom left corner.
Yellow irregular shape on a dark blue background with the text 'DAVEY AWARDS' and a simple outline of a rock in the bottom left corner.
White, irregularly shaped award with the logo of a stylized diamond and the text 'DAVEY AWARDS' at the bottom left.
Design of an award trophy with the text 'DAVEY AWARDS' and a geometric icon, set against a dark background.