28/05/2026
New Brand. Same Us. ✨
Every year, we go on retreat to Colorado or KC or Bentonville. Somewhere close, somewhere chill. The purpose is twofold: to connect as friends and business partners, and to pull back from the day-to-day to think big picture. We stay in the same house, eat excellent food, and stay up late together. As late as 10:30pm.
Out of this comes more ideas than we can realistically execute so we then pare back and prioritize what we want to tackle for the upcoming year. On our last retreat, we came to the realization we were turning 15 in 2026. Holy smokes.
Naturally, we decided to update our website. Over the years, our website has changed plenty, but we’ve never updated our brand mark.
Longevity is a testament to a brand that's working — and ours was. But it didn't feel like us anymore. We decided it was time for a fresh look.
The original mark was meant to have a more industrial feel, which took cues from the physical space we occupied in the Mastercraft building.
The new brand is a natural evolution of where we’ve been and points to where we’re going. More minimal. More sophisticated. A bit more grown up — just like us.
Michael DeKay Eric Downs Kristin DeKay
