BEYOND THE LOGO

A branding podcast for people building something to last.

Beyond the Logo is a podcast about what branding actually is once you get past the surface.

These are conversations with the people behind the brands. Founders, operators, and creatives who have been through it. What worked, what didn’t, and what changed once they finally got clear on who they are.

Because a brand isn’t a logo. It’s a series of decisions that show up everywhere. In the space, in the language, in the way a guest experiences your business without even thinking about it.

This is where we talk about how that actually happens.

EPISODES

Featured

Chris Hall • Unsukay Concepts

What does it really mean to build a brand that people want to wear in the wild?
In this episode of Beyond the Logo, Jaci chats with chef, restaurateur, and hospitality visionary Chris Hall, the founding force behind Unsukay Restaurant Group and co-founder of The Giving Kitchen. Jaci and Chris unpack the creative process behind brands that feel alive.
From bourbon barrels named after The Princess Bride to Godzilla in a nightcap, Chris shares how curiosity, intentionality, and a willingness to “get weird” shape the identity of his restaurants, including Seahorse, Warhorse, and beyond.

Rich Clark • C&S Seafood

In this episode of Beyond the Logo, Jaci talks with restaurateur Rich Clark, founder of C&S Seafood and creator of the new Southern-inspired steakhouse, Clarks. As they prepare for opening day, Rich shares the philosophy behind his relentless pursuit of consistency, precision, and unforgettable guest experiences.

From lessons learned at the Ritz-Carlton to live-fire grilling experiments in his own backyard, Rich explains how systems, standards, and intentional branding shape every decision, from menu design to materials, service rituals, and team culture.

Butch Whitfield • Butch Whitfield Realty Group

In this episode of Beyond the Logo, Jaci interviews longtime friend and client Butch Whitfield, a successful realtor, community connector, and philanthropist. Together they unpack a 12-year creative partnership rooted in trust, bold ideas, and a willingness to “get weird.”

From the original evergreen logo that still anchors The Butch Whitfield Group today, to nationally noticed pieces like “The Many Hats of Butch,” interactive pop-up holiday mailers, and bubble-wrap stress relief cards, this conversation explores what happens when a client trusts the process and invests in differentiation.

Sonia Levine • Sprong Shoes

In this episode of Beyond the Logo, Jaci has a conversation with Sonia Levine, the new owner of Sprong Shoes, to talk about acquiring a 20-year-old children’s retail store and leading it through a full transformation: rebrand, remodel, and digital expansion, all within the first year.

Sonia shares why she kept the recognizable name but knew the brand needed new energy, how negative reviews and outdated visuals signaled it was time for change, and why she intentionally sought a branding partner who could see the whole picture, not just design a logo.

PJ Zaka • Z Space Design

What makes a restaurant unforgettable? It’s not just the logo or the lighting. It’s the synergy between all those parts.

Jaci sits down with PJ Zaka of Z Space Design, a second-generation restaurant interior designer and one of Treebird’s longtime collaborators. Together, they explore the powerful relationship between brand identity and physical space and why bringing both teams in early can dramatically reduce risk and elevate the entire guest experience.