Sonia Levine • Sprong Shoes

Apr 13

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Sonia shares why she kept the recognizable name but knew the brand needed new energy, how negative reviews and outdated visuals signaled it was time for change, and why she intentionally sought a branding partner who could see the whole picture, not just design a logo.

Jaci Lund

Jaci Lund partner, creative director, designer Jaci’s quick wit and native intelligence comes across as soon as you meet her—and carries over to her design, where she fuses fun and sophistication in just the right doses. With a dual focus on creating original branding for new concepts and revitalizing the look and feel of even the most-established brands, Jaci approaches each project with a fresh and thoughtful perspective. While she recognizes the relevance of current trends, she’s hyper-conscious of the fine line that separates “trend” from “fad,” and tends toward more timeless and classic looks for her clients. Before founding Treebird, Jaci was instrumental in growing the design department at Atlanta’s The Reynolds Group, Inc. Through a five-year tenure that saw her quickly ascend to senior designer and then become the company’s first creative director, Jaci worked on design and branding projects with visionaries, entrepreneurs, and business leaders whom she admires greatly and whose own passion elevates her sense of what’s possible through new design, branding, and communication. Jaci has won nine ADDY Awards (and counting) for her design and branding work and has twice been featured in the national design blog “Art of the Menu.” She holds a B.A. in communications from Michigan State University and completed the graphic design program at The Creative Circus, where she also teaches a quarterly course called “Introduction to Creative Thinking.” To see Jaci's previous work please visit jacilund.com.

treebirdbranding.com