Pretty Solid

Brand Identity + Creative Direction

Creative Direction // Editorial

 Through rigorous research, positioning, and value-proposition work, I help define brand expression via fresh narrative and vibrant, cohesive visual identity systems.

Much of the work here was developed with creative partners at HUGE and StoryTK (now Optics Lab). Projects for Finesse Solutions were conceived and executed independently, with strategy, creative direction, and design managed entirely by me.

Here’s a look at some expressions of that work.

Editorial illustrations for Thermo Fisher Scientific. Illustrations by Carl De Torres; creative direction by Cynthia Wheeler

Identity system for Thermo Fisher Scientific. Illustrations by the creative team at HUGE; creative direction by Cynthia Wheeler.
Thermo Fisher Scientific sales collateral: Bioprocessing and Gene Therapy.
Editorial and illustration by StoryTK; creative direction, content structure, and narrative by Cynthia Wheeler in collaboration with internal SME’s.

Bioprocessing thought-leadership eBook for Finesse, part of Thermo Fisher Scientific.
Editorial by Finesse executive team and Cynthia Wheeler; Illustration, layout, and editing by Cynthia Wheeler.


popchips brand collateral.
Developed under Cynthia Wheeler’s design direction, including a 20-page brand personality guide created with the marketing team and the “Brag Book,” a 50-page modular PR piece designed as a postcard set celebrating press coverage and brand personality.
popchips “popfleet.”
Vehicle wraps for the brand’s delivery and promotional fleet, including nationwide delivery trucks and promotional vehicles such as the Hampton Jitney.
Designed by Cynthia Wheeler to extend the brand’s fun identity into motion.
©2025 Pretty Solid  •  Cynthia Wheeler  •  Silicon Valley, CA
Select work represents projects created independently, while employed, or in collaboration with partners.
All trademarks remain the property of their owners. Available for consulting in brand strategy, creative direction, illustration, and experience design.