I grew up here, in a small town where everyone knew your name, your dog’s name, and whether or not you returned your library books on time.

Back then, I didn’t know what branding was. But I knew what a story felt like. I knew what it meant to walk into a local shop and feel like you belonged there - not because of slick marketing, but because someone had taken the time to make that space feel like home.

Years (and cities) later, after working in design, marketing, and creative strategy across California, I came back to Mendocino County with a pretty simple idea: local businesses deserve the same thoughtful, beautiful, story-driven branding as anyone else. Maybe even more.

That’s where Illuminate comes in.

This is a creative studio built for small towns with big personalities. I help people clarify their vision, sharpen their message, and build brands that feel grounded, genuine, and alive. The kind of brands that don’t just sell something—they invite you into a story.

If you’re a winemaker with roots in the valley, a nonprofit fighting the good fight, a cafe with a dream, or someone finally taking the leap into something new—I’d love to help you shape what comes next.

Let’s make something that feels like home, and looks like the future.

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-Dane Nelson