Bonfire Branding & Communications

10/02/2025

Ryan Frank of Salis Legal PLLC in Missoula, came to us with a vision: build a brand that felt professional, clean, and modern, but still represented a piece of his personality, something that reflects his passion for the outdoors.

His mission is to provide exceptional contract and intellectual property legal services to action sports athletes, artists, and small business owners- people often overlooked in legal spaces. As a lifelong Montanan, snowboarder, surfer, and trail runner, Ryan isn’t just serving these communities, he’s part of them.

When we began working with Ryan, we explored the name of his firm; Salis, Latin for salt. Salt has long represented hospitality, loyalty, good luck, and incorruptibility...also the signs of a good attorney, if you ask us. For Ryan, salt captured the spirit of his work: honest, lasting, and service based. As the brand began to develop, another image kept rising, the mountain. Strong, grounded, and enduring, it reflects Ryan’s presence as a legal guide. Alongside the mountain, the wave emerged, a symbol of momentum, creativity, and those living life at the edge of adventure, much like the athletes, artists, and small business owners that Ryan serves.

Together, the salt, the mountain, and the wave represent clarity, movement, integrity, and connection, all symbols of the work Ryan does. We love working with Ryan and will continue to do so as he integrates his look into his blossoming practice. Thanks, , for the opportunity to set you up with a look that suits you!

05/22/2025

A brand is more than a logo.

Branded patterns carry a special rhythm across every space your brand touches. They tell your story without saying a word. They add soul to your website, grace to your packaging, and provide brand consistency to every glance. Patterns don’t just decorate—they connect.

Patterns and symbolic systems existed long before the invention of formal writing, they connect the human experience to art, nature, and science. They are familiar, and in the world of marketing, familiar is good. They remind people who you are, even when your name isn’t spoken.

That is the quiet power of pattern.

04/25/2025

Not Every Concept Makes the Cut — But Every Concept Has a Story

In every visual identity project, we explore multiple directions—some bold, some subtle, some experimental. The concepts you don’t see in the final brand are just as important as the one you do. They help shape the strategy, test ideas, and reveal what truly resonates.

We’re sharing a few of those “unseen” directions here. Not because they were wrong—but because they helped us get it right.

We gathered a lot of inspiration from this iconic city, nestled in Western Montana, and were inspired particularly at the art of Russell Smith who made incredible drawings of our city and also crafted the flower baskets that hang throughout Downtown to this day. His metal work really inspired the theme of the “Parts of a Whole” concept.

Missoula is rich with modern and historical artists, architecture and an amazing cast of characters.

After our immersion, we mapped out three thematic directions:
✨ Parts of a Whole
💛 The SOUL of MisSOULa
🔄 Old & New: Change is the Essence of Life

Each path began with mood boards full of visual inspiration, guiding our own original artwork. We presented. We listened. We refined our concepts through conversations and creative feedback from our Client.

And then—it clicked. The concept that captured the geographic footprint of downtown, shown from a bird’s eye view, began to shine. The original abstract river piece evolved into a flowing symbol that locals immediately recognized. It was simple, clear, and true.

Still, the routes we didn’t take still mattered deeply. They shaped the journey and helped reveal what resonates most.

These “unseen” designs are part of the heartbeat behind the final brand. They reflect our care, curiosity, and commitment to place.

Swipe through to see the creative paths that brought us to the new brand for the Heart of Missoula.

04/11/2025

New work highlight... a rebrand for Market Strategy Group.

Market Strategy Group is a boutique consulting firm based in Chicago, and they wanted to upgrade their look to a clean, modern visual identity that represents their focus on facilitating upward growth for their clients.

MSG’s super power is leveraging market research, data, and insights from direct conversations to develop high-impact strategies for growth and their new look has forward momentum built in.

This team drives success for their clients in even the most competitive landscapes.

We learned a lot from this group and have continued our collaboration with them to ensure their new look is woven throughout the brand’s presence wherever they’re seen.

It’s a pleasure to work with this all-star team! Be sure to check out their old look on the last slide.

04/01/2025

New work highlight for Downtown Missoula!

Missoula is an unforgettable place. Connection here is the norm; to each other, to the landscape, to the rhythm and flow of the seasons, and the river and mountains that hold us close.
Over the past fifty years, the organizations that make up the DMP have worked diligently to curate an amazing experience for anyone venturing in Missoula’s Downtown.

Flower baskets, the mural art program, a playspace under Beartracks Bridge, Roots Fest, Holidays on Higgins, First Friday, two annual Brewfests, Out to Lunch, Small Business Saturday, Downtown Dine Local Week, Caras Park, Downtown Maintenance & Clean Team, Safety & Policing, Homeless Outreach...just countless things are accomplished for and by people who live here and choose to base businesses here. It’s amazing!

Downtown would not be what it is without this organization and we sure hope that our community enjoys the new look for years to come. Thanks, for this great opportunity!

02/15/2025

12/07/2024

Thinking about highlights of 2024 and this weekend back in June in Bozeman was a meeting of the minds, hearts and arts!

With the biggest spending season right here in front of us, the power to vote with our dollars is very much on our minds.

Supporting local artists is a big deal here in Montana and in many other places too.

The extra bonus of supporting a business that turns around and GIVES actual dollars to support organizations we also support…well, that’s a green light.

Feel good about what you spend- support those who support what moves you, in whatever way they can. It’s not always about dollars, but about a way of doing business that creates the least harm possible. It’s about progress, not perfection.

So, happy holidays to all you wonderful art lovers out there. Enjoy the season and shop local!

06/04/2024

🔎 Rumi says that what you seek is also seeking you. It's a lot easier to be found when you're being consistent.

🧠 Work with The Brain
5 to 7 exposures of your brand is what it takes for your audience to remember your brand or message. Stay consistent!

🎨 Understand the Power of Color
The right brand colors evoke emotion and influence your audience, choose your color impact wisely.

🔁 Consistency Is Vital
Your brand should be easily recognized across all of your platforms. Consistently reinforce your brand, voice, and message to leave a lasting impression on your audience.

Whether you're looking for consulting, custom brand design, or help with marketing, our team is here to help empower you and your brand to be sought after and found. 🎯

05/29/2024

Behind the scenes on our rebranding adventure with St. Regis Travel Center. 💭

Not only were we tasked with designing their primary logo, but we also embraced the challenge of crafting unique logos for each of their internal storefronts.

The owner-operators of St. Regis Travel Center were determined to bring a fresh, modern vibe to their long-standing establishment's look. 🎨 While their legacy was strong, they were ready to unveil an identity that truly reflects their vibrant offerings - beyond just a pit stop, they're a destination in themselves! ✨ They even have a dog park for your best friends. 🐕 🐩

Here's a sneak peek into our design journey, where every concept was crafted with passion, even if it didn't make the final cut.

If you're feeling ready to talk about a rebrand, we'd love to hear from you. Find us online at www.bonfire-brands.com.

02/16/2024

Tonight at The Wilma - be there for the world premiere of 399: Queen of the Tetons! Famed wildlife photographer and film participant Images of Nature-Tom Mangelsen will be in attendance, and Missoula is sure lucky to be the first in the nation to see this film. Go Griz!
Big Sky Documentary Film Festival
If you can't be there in person, there is an option to stream from home. See the Big Sky Film Fest site for details!

The Big Sky Documentary Film Festival celebrates the art of nonfiction film by giving voice to the powerful ideas that come forth in documentary. The festival is an important international platform, blending our inspiring Rocky Mountain setting with filmmaking of exceptional merit and artistic innov...

11/14/2023

Missoula: We are offering our DIY yule log workshop at Wester Cider on 12/17 1 pm. Materials provided include larch log, 3 taper candles, pine cones, cinnamon sticks, evergreens, dried oranges, mistletoe and fresh holly. You will bring home a gorgeous yule log to use as a centerpiece or burn on solstice. $64 🎄Tickets are limited! Register and purchase tickets here: https://www.crescentridgefarmmt.com/events/2023/12/17/yule-log-workshop-westerncider

11/10/2023

⭐️🙏We love designing beautiful brands for people creating positive impact in their communities!🙏⭐️

Wellspring is a startup medical practice in Missoula and is run by a human we absolutely fell in love with for being so graciously heart-led.

The concept of a wellspring is that things begin somewhere. What is the origin or wellspring of our sense of belonging, our sense of self, comfort, joyousness?

Dr. Stephanie Supernaut gives her patients the gift of being comfortable in their own skin. Wellspring Health & Aesthetics is open for business!

Good design belongs everywhere.