THE ART DEPT. has been producing logos, brochures, annual reports, packaging, labeling, POP, advertising and a whole lot more since 1984. Its history is chock full of satisfied clients who are pleased with their product and with the process by which it was achieved.

CAPTURING THE ESSENCE of a project and visually translating it with honesty, immediacy, and aesthetic appeal provides the inspiration; highly organized methodology and positive communications are how the work gets done.

FOR MORE DETAILS about the point, the process and the various types of graphic design work, simply select those topics under the Graphic Design tab now. For samples of our work simply choose a category from the carousel above.


DAVE UNGERECHT, Senior Category Manager, West Marine
I’ve worked with Toni for many years on a variety of private labeled products including bringing her onboard when expanding our kayak category. We hired her services to create a new sub-brand and packaging for a full line of kayak accessories. Initial sales exceeded my expectations resulting in a 140% increase in revenue. In short, her knowledge, responsiveness and ability to grasp the big picture has served me well.

TOM OLLER, Former Director of Private Label, West Marine
For close to 20 years I relied on Toni’s design skills for a multitude of projects, primarily packaging for our private label merchandise. She designed the look of several products (binoculars, inflatable kayaks, and foul weather gear). Her can do attitude and ability to work with team members in a fast-paced corporate setting made it a pleasure to work with her. I highly recommend Toni and the Art Dept. to any serious business professional.

JOHN DRAKOS, Owner, Winterize It Pro
I’m very impressed with the creativity and service I experienced while working with Toni of the Art Dept. We collaborated to launch a new product which involved a label redesign and coming up with marketing materials for a trade show. Each project was time sensitive and all were delivered on time and within a tight budget. I really appreciate the attention to detail and Toni’s willingness to educate me as to the process and different design options. I look forward to us working together again.

ERIC RUPP, CEO, Laundry Care Express
I’ll take any opportunity to tout the collaborative instincts and intuition that Toni Henderson and the Art Dept. brings. As we created Laundry Care Express from the ground up — she started with a cool logo. Then came collateral materials, the look and feel of our website, internet ads, even van-wrap graphics. Now, as we push into new markets, it all stands the test of time.

MARY OFFERMANN, Fine Artist, Santa Cruz, CA
I have worked with Toni Henderson for a couple of decades now; she has the uncanny ability to make my publicity completely reflect my sensibility. She is easy to work with and always comes up with terrific visual presentations and a good price. I recommend her wholeheartedly!

CHRIS ARUTA, Steiner Optics
We recently collaborated with Toni Henderson of the Art Dept. to brand and package a series of binoculars which included working with and coordinating several people in three different locations around the world. Toni’s attention to detail throughout was only surpassed by her great sense of design AND humor. It made my job a lot easier.

DEAN MC COLLOM, Industrial Hemp Company
Toni put together advertising materials for me on a tight time line and under budget. Her design was innovative clever and memorable. When I saw the Apple I-Pod campaign it reminded me of the artwork she did for me. I will always wonder if someone saw our artwork and was inspired.

If you need a visual communicator to sell your services or products, Toni at the Art Dept. is your gal. She created a logo for me close to 30 years ago that I still love, it still receives compliments and looks current. Being in the real estate business, I know a good investment when I see one and Toni’s work is simply that — a terrific investment!


“In this ever-changing society, the most powerful and enduring brands are built from the heart. They are real and sustainable. Their foundations are stronger because they are built with the strength of the human spirit, not an ad campaign. The companies that are lasting are those that are authentic.”

Howard Schultz

Pour Your Heart Into It: How Starbucks Built a Company One Cup at a Time

THE WORK: Business Identity 101

The components which make up a business’ identity are at the heart of graphic design work and vary depending upon the nature of the business or service(s) offered. Listed below are some basic visual communications that most businesses have in common:

• Logo • ID Package
• Brochures • Flyers
• Website • Product
• Packaging • Annual Report
• Signage • Uniforms

For the most part, the identity of a company is equivalent to all communications used by and associated with it. When considering any type of communication, both visual and audio, consistency throughout is paramount. The first thing you want to do is create a good and lasting impression. The last thing you want to do is create confusion. The best way to ensure a cohesive and recognizable identity is to develop guidelines throughout the variety of mediums by way of fonts, color palettes, imagery, layouts and measurements.


Three Label Design Options

'01 Mobile Headset Display | 1 of 3 Price Points | Good

'01 Mobile Headset Display | 2 of 3 Price Points | Better

'01 Mobile Headset Display | 3 of 3 Price Points | Best

Sub Brand Design for West Marine Products, Inc.

Three Logo Design Directions

Final Logo Design | 2016

Advertisement for Theater Program

Self Promotion | Seed Packet

Pointillism Illustration

Logo Design | Jewelry & Accessories | 2000

Franchise Business Card Design

Logo Design | 2000

Credit Union Business Card Design

Custom CD Packaging

4 Panel Brochure Interior

Logo Design | 1985

Logo and Business Card Design | T-Shirt Shop | 2006

Logo Design | Gift Shop | 1994

Logo Revision | 1996

Logo Design | Mergers and Acquisitions | 1996

Logo Design | Paul Bouquet | Photography and Marketing

Logo Design | Web Designers | 1998