Matt Sourwine - Branding + Visual Identity

Branding + Visual Identity.

Brand development and visual identity work I've proudly produced.

Brand Development | Visual Identity | Design

I’ve had the opportunity to build and shape brands from the ground up, leading both the strategic thinking and visual identity work for a wide range of B2B and B2C organizations. From positioning and messaging to logo design and brand systems, I focus on creating identities that are intentional, cohesive, and built to last. I’m passionate about bringing brands to life in ways that connect meaningfully with the people they are meant to serve.

AeroMed Technologies

I led AeroMed, Inc., a global leader in environmental infection control, through a comprehensive brand refresh that addressed both strategic clarity and visual evolution. The engagement went beyond logo design and focused on refining the brand’s positioning, messaging, and overall narrative to support where the company was headed next. From a visual standpoint, I personally designed a modern yet familiar identity that maintained the medical cross, reinforced credibility, and aligned with their medical-grade offerings. The updated system respected their existing color palette while introducing a more refined, flexible icon designed to perform across digital and physical applications, including social media. The result was a cohesive brand evolution that strengthened AeroMed’s presence and earned an international award of distinction for excellence in visual identity.

Received an International Award of Distinction from the Communicator Awards >

Syracuse Clothing Co.

I developed the Syracuse Clothing Co. brand entirely from the ground up, shaping every aspect of the business through the lens of my personal brand messaging and values. Beyond creating the visual identity, I defined the brand strategy, voice, and positioning, while also overseeing marketing, social media, customer experience, and day to day brand management. A core pillar of the brand was purposeful giving, with built-in support for local nonprofits that reinforced authenticity and community connection. From product storytelling to audience engagement, the brand was designed, launched, and grown as a fully realized ecosystem rooted in pride, trust, and impact.

Advance Media New York

I played a key role in building the Advance Media New York brand from its earliest stages, helping shape both its identity and long-term direction. As part of the marketing team, I helped identify the brand name, define core messaging, and establish its positioning, then led the development of the foundational brand system. This work included the logo, website, social presence, managed social accounts, sales collateral, advertising, tradeshow materials, and even the look and feel of our physical office through paint, environmental design, and signage. Beyond execution, I helped drive key brand initiatives that expanded the agency’s reach, contributing to its evolution from a locally positioned Syracuse Media Group into a nationally recognized agency serving clients across the country.

Advance Aviation

I played a central role in building the Advance Aviation brand as a focused sub brand of Advance Media New York, shaping both its visual identity and its reputation in the aviation space. I personally designed the logo and foundational brand assets, establishing a clear, credible presence rooted in strategy and creative excellence. Beyond branding, I contributed directly to airport client work across the country, helping translate complex aviation challenges into smart, effective creative solutions. Over more than a decade, this hands-on involvement helped grow Advance Aviation into a nationally recognized brand, supporting the onboarding of airport clients nationwide and reinforcing its position as a trusted partner in aviation marketing.

NYup.com

I led the visual identity and played a key role in the brand strategy for NYup.com, a B2B media platform for Upstate New York focused on travel, tourism, and breaking regional news. As part of the brand development team, I helped shape the messaging, positioning, and overall launch strategy while also designing the logo and foundational brand assets. I developed creative supporting large scale advertising efforts to drive awareness and adoption across the state. This integrated approach helped establish NYup.com as a go-to destination for discovering things to do in Upstate New York, contributing to strong monthly web traffic and the growth of social audiences totaling several hundred thousand followers.

It's 1000 Times Better in the Islands

I developed the 'It’s 1000 Times Better in the Islands brand as a personal passion project rooted in the place where I grew up and still hold close. From the start, the goal was to create something authentic that would resonate locally and leave a lasting mark on the region. I personally designed the visual identity and built the brand into a recognizable emblem now seen on signage, apparel, stickers, and other merchandise throughout the area. I also wrote and produced an original song tied to the brand, which gained meaningful traction and helped deepen its cultural connection. Today, the brand is featured prominently at the Wellesley Island Market and has become one of my most meaningful projects, representing both creative expression and a lasting legacy in a place that shaped who I am.

This is CNY

This Is CNY is a B2B storytelling platform under the Advance Media New York umbrella that celebrates the people, places, culture, and skills shaping Central New York’s future. I played a significant role on the core committee that formed the brand, including helping identify the name based on survey-driven insights and community input. I led the development of the complete visual identity, designing all foundational brand elements to establish a confident, modern presence. I also oversaw the creation of launch and promotional creative used to drive awareness of the platform and its mission. This work helped position This Is CNY as a unifying brand that showcases regional momentum, economic growth, and the stories powering Central New York’s continued renaissance.

NY Cannabis Insider

NY Cannabis Insider is a premium publication and digital platform dedicated to in depth reporting, smart analysis, and expert insight into one of New York’s most significant emerging economic opportunities. I led the development of the brand’s visual identity, guiding it through a rigorous approval process to ensure credibility, clarity, and long term relevance in a highly regulated and rapidly evolving industry. In addition to designing the core brand system, I oversaw creative direction for key foundational assets, including the website and awareness-driving materials used to support major statewide events, networking opportunities, and thought leadership programming. This work helped establish NY Cannabis Insider as a trusted, authoritative voice shaping what’s next in New York’s cannabis industry.

CNY Young & Amazing Awards

CNY Young & Amazing Awards is a signature event that celebrates the outstanding accomplishments of students across Central New York, recognizing excellence in academics, athletics, leadership, and philanthropy. I played a key role on the marketing committee that shaped the event’s name, concept, and overall vision, then led the development of the complete visual identity for its launch. This included designing the logo, website, advertising and marketing materials, event signage, and on-screen visuals used throughout the live program. The result was a cohesive, elevated brand that honored its mission and created a memorable experience, making it one of the most meaningful and rewarding projects I’ve led.

ALL-CNY HS Sports Awards

This community-focused awards event celebrates exceptional high school athletes across Central New York, recognizing achievement, dedication, and sportsmanship at the highest level. Driven by my passion for sports and the strong culture surrounding high school athletics in the region, I helped shape the vision for the event, drawing inspiration from the energy and prestige of nationally recognized award shows. I served on the marketing committee that developed the event’s name and overall concept, then led the creation of the complete visual identity. This included the logo, website, advertising and marketing materials, event signage, and large-format on-screen visuals for the live show. The result is a red carpet experience that has grown into a major local success, with student athletes eagerly anticipating the event each year.

Laundry 24

Laundry 24 is a modern, tech-forward laundromat in Evans Mills, New York that reimagines the laundry experience with state of the art, coinless machines, app-enabled notifications, complimentary high speed WiFi, an entertainment lounge, and flexible wash and fold services for customers looking for convenience and quality. The business provides drop off and subscription wash and fold options, professional-grade cleaning with hypoallergenic detergent, and a comfortable environment that lets users work or relax while laundry is done.

For this project, I partnered with a friend on the brand launch to develop a visual identity that stood apart from typical laundromat imagery and reflected the business’s modern, forward-thinking approach. I personally designed the logo and ensured it communicated innovation and convenience at a glance, helping position Laundry 24 as a differentiated experience in its market.

24 Fitness

24 Fitness is a state of the art gym in Evans Mills designed to revolutionize the workout experience with a modern facility, flexible memberships, cashless payments, high speed WiFi, entertainment options, a nutrition and supplement shop, and even integrated laundry service tiers that tie back to Laundry 24 for added convenience. I crafted the logo and visual identity for 24 Fitness to feel cohesive with the Laundry 24 brand while also standing on its own as a forward-thinking fitness destination, reflecting the owner’s vision of a gym that feels fresh, welcoming, and innovative. My role included developing all foundational brand materials in a way that tied into the broader brand ecosystem and positioned 24 Fitness as a connected, modern experience in its community.