Brand Identity Designer / Buffalo, NY

STEL Brand Identity

Ruelle Brand Identity

ALTO Brand Identity

MASSIF Brand Identity

Jeff Buchholz Client Work

Her Brand Kit Founder Project

STEL is a minimalist skincare brand built around the idea that effective formulas don't need elaborate packaging. The identity centers on a single structural detail — a chartreuse rule — that carries through every touchpoint. Clean, confident, and deliberate.

Ruelle is an intimate wine bar identity rooted in warmth and tactile detail. The name — French for "alley" — informed a brand language that feels discovered rather than announced. Low light, warm marble, and a typographic system that rewards close reading.

ALTO is a premium supplement brand where color becomes the entire communication system. Each product line is assigned a distinct hue — the typography sits within the color, not on top of it. Pure graphic thinking applied to a category that typically defaults to clinical white.

MASSIF is an alpine outdoor brand built for people who take the mountain seriously. The identity draws from topographic precision and expedition typography — wide-tracked capitals, structured hierarchy, and imagery that earns its scale. Rugged without being rough.

A personal brand identity for a real estate professional who needed presence without pretense. The system is built on restraint — a monogram, a tight type hierarchy, and a palette that signals credibility without leaning on the clichés of the industry.

Founder-built brand and service business targeting beauty professionals — lash techs, nail artists, estheticians, and hairstylists — who need professional branding without agency pricing or timelines. Designed the identity, built the website, and created the full product suite from scratch.

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