BRAND STRATEGY & CREATIVE STRATEGY CASE STUDIES
From Disconnected to Deeply Aligned
A brand refined over time, evolving from experiential beginnings to strategic corporate connection.
Part of our Three-Path Model™, this project focused on the Expression Path, meeting Joy where she was to uncover insight before expression.
IT'S IN THE DETAILS
FOUNDER:
Nita Cintron
TITLE:
Corporate Connector
INDUSTRY:
Corporate Relationship Strategy & Gifting Experience
THREE-PATH STAGE
Brand Clarity, Expression, Stewardship
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The Starting Point
When It's in the Details, led by Nita, first entered our world, the brand existed more as an idea than a fully realized identity.
Nita had a clear instinct for creating meaningful, thoughful experiences, ones that made people feel genuinely seen and valued. But the brand itself didn't yet reflect that depth. Previous visual work leaned decorative rather than intentional. It was pleasant but it didn't capture her professionalism, elegance, or the relational intelligence behind her work.
When we reconnected, the goal wasn't a quick visual refresh.
It was something deeper: alignement.
Rather than rushing toward a new look, we began by slowing down, allowing the brand to take shape alongside Nita's own growth as a founder and leader. Over time, clarity replaced uncertainty. Direction replaced decoration.
What started as a travel and events focused business gradually evolved through several chapters, each one sharpening purpose, confidence, and focus, ultimately becoming It's in the Details: a brand built around connection, care, and long-term relationships.
The Work Beneath the Surface
BUILDING CLARITY BEFORE EXPRESSION
Before anything became visible, the work happened beneath the surface.
Together, we explored what It's in the Details truly stood for, not just what it offered, but the role it played in the lives and businesses it served. We clarified her voice: refined yet warm. Professional, yet deeply personal. We reframed the brand from "gift curator" to corporate connector, someone who designs relationships, not just packages.
As clarity deepened, decisions across the business, creative, strategic, and operational, began to align. The brand stopped feeling like something she had to perform and started feeling like something she could stand inside of.
This was not a single phase of work, but an ongoing evolution, one where the brand matured alongside the founder leading it.
Selected moment from the work
Stylescape developed during strategy sessions to visualize the brand's tone and strategic direction
Giving Clarity Form
TRANSLATING INTENTION INTO PRESENCE
Once the foundation was solid, expression followed naturally.
We developed an identity system that captured both refinement and approachability, a brand that could confidently operate in corporate spaces while maintaining its human warmth.
This included:
A refreshed logo suite and evolved color system that introduced stronger contrast and hierarchy, supporting a more corporate-ready presence
An updated brand illustration reimagined to reflect connection, craftsmanship, and a place, honoring both San Diego and expanding scope
A cohesive suite of tactile brand materials, packaging, ribbons, tags, stationery, and catalogs designed to feel intnetional at every touchpoint
Naming systems and curated collections that transformed gifting into experience
Foundations for brand activations and corporate collaborations, positioning gifting as storytelling rather than transactions.
Behind the scenes, we also support the systems that hold the brand together, ensuring that operations, workflows, and client experience reflected the same care and consistency as the visuals themselves.
STEWARDSHIP IN PRACTICE
A partnership that evolves
Our work with It's in the Details has never been static.
Through ongoing collaboration, we continue to guide:
Creative direction across new offerings and seasonal collections
Strategic thinking around partnerships and corporate activations
Visual storytelling that maintains continuity as the brand grows
Refinement of systems to support scale without losing intention
Together, we've built a rhythm, one where strategy and design move together, guided by trust and long-term thinking.
Today, It's in the Details is more than a gifting brand.
It's a platform for meaningful connection, bridging creativity and business culture through thoughtful, intentional experiences.
What Made This Possible
A BRAND BUILT TO LAST
What makes this journey possible isn't a single deliverable, it's stewardship.
Nita moved from questioning how her brand should look to leading one that reflects her confidence, clarity, and presence. The brand no longer lags behind her growth, it evolves with it.
It's in the Details now stands as a fully aligned expression of its founder and its mission: a business built not just to be beautiful, but to endure.
Giving Clarity Form
TRANSLATING INTENTION INTO PRESENCE
Once the foundation was solid, expression followed naturally.
We developed an identity system that captured both refinement and approachability, a brand that could confidently operate in corporate spaces while maintaining its human warmth.
This included:
A refreshed logo suite and evolved color system that introduced stronger contrast and hierarchy, supporting a more corporate-ready presence
An updated brand illustration reimagined to reflect connection, craftsmanship, and a place, honoring both San Diego and expanding scope
A cohesive suite of tactile brand materials, packaging, ribbons, tags, stationery, and catalogs designed to feel intnetional at every touchpoint
Naming systems and curated collections that transformed gifting into experience
Foundations for brand activations and corporate collaborations, positioning gifting as storytelling rather than transactions.
Behind the scenes, we also support the systems that hold the brand together, ensuring that operations, workflows, and client experience reflected the same care and consistency as the visuals themselves.
STEWARDSHIP IN PRACTICE
A partnership that evolves
Our work with It's in the Details has never been static.
Through ongoing collaboration, we continue to guide:
Creative direction across new offerings and seasonal collections
Strategic thinking around partnerships and corporate activations
Visual storytelling that maintains continuity as the brand grows
Refinement of systems to support scale without losing intention
Together, we've built a rhythm, one where strategy and design move together, guided by trust and long-term thinking.
Today, It's in the Details is more than a gifting brand.
It's a platform for meaningful connection, bridging creativity and business culture through thoughtful, intentional experiences.
What This Made Possible
A BRAND BUILT TO LAST
What makes this journey possible isn't a single deliverable, it's stewardship.
Nita moved from questioning how her brand should look to leading one that reflects her confidence, clarity, and presence. The brand no longer lags behind her growth, it evolves with it.
It's in the Details now stands as a fully aligned expression of its founder and its mission: a business built not just to be beautiful, but to endure.