information

Feel For is an independent design practice founded by Lydia Ekeroth and based in San Diego.

We develop memorable visual solutions for people who work for a better world.

Each year we work with a limited selection of companies and individuals to develop complete brand identities, packaging systems, and visual projects of all kinds in both print and digital spaces.
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If you're interested in working together, we would love to hear from you!

services

+ Brand Identity
+ Packaging
+ Web Design
+ Digital Product Design
+ Art Direction
+ Publication / Book Design
+ Stationery
+ Campaign Design
+ Special Projects

industries

+ Food + Beverage
+ Hospitality
+ Wellness
+ CPG
+ Community
+ Art and Cultural
+ Education
+ Technology
+ Events
Our name is a nod to the empathy and intuition we aim to lead with.
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Social and environmental care are our priorities, and we work to produce strategy-driven projects that will contribute to healthy, sustainable and beautiful neighborhoods.

If you would like to learn more about how we work, here's some ideas that inform our approach:
if Work is worth doing,
It's worth doing well
Brands that are worth building, are worth building well. Products that deserve to exist, deserve the utmost care and attention.

This is also to say that some companies should not exist. We all know that many products and brands are designed solely to maximize profits for a few, at great expense to the health of our planet and our neighbors. Life is short and this is not the sort of work we find worthwhile.

Our inspiration and focus is those who give careful consideration to what they take and to what they give. Those who tread lightly and reject the prevailing 'growth for the sake of growth' mindset. To these people, we commit to being all in.
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If the work we put into the world is meaningful, it  will outlive us either as poison, as noise, or as nourishment. Our commitment to you is to treat your project with the same level of care and integrity we give to our own work.

We design the world,
and the world designs us back
Every day we experience the fallout of choices made for us by people who came before us.  Policy decisions, rules and regulations, design standards. Some of these choices benefit the earth, ourselves and our neighbors. Many of them are harmful. Our neighborhoods are dangerous, unhealthy and isolating by design. As a society we are largely disenfranchised, overleveraged and lonely .. by design. But this also means that it’s - at least somewhat - within our power and purview to create products, policies, and platforms that center nature, care, and reciprocity, and serve the people and the planet. 
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Herbert Simon said, “To design is to devise courses of action aimed at changing existing situations into preferred ones.”  What has been done can be undone. Short term and long term, our preferred situation is to be and to be around healthy, resilient, connected people.

The way that products are made, which products are made, for whom, and with what labor, materials and impact are considerations important to us. These are choices that shape individuals and societies. And as far as it’s in our control, we choose to work toward wellbeing. 
good ideas are only as
valuable as their execution
If you’re anything like us, you probably have half a dozen good ideas a day. Every once in a while you probably even have a great idea.  And ideas are valuable. Imagination, curiosity, empathy and optimism - the things idea are made of - make fertile ground for solutions to arise and for and new worlds to emerge.

Ultimately, an idea is only as good as its execution. This is where perspective, research, strategy and craft into play. After a decade honing our skill set, we are equipped to bring concepts from ideas through development, through to launch.
‍
We work with businesses at all stages of development, from ideation and identity, to asset creation and special projects, and take great pride in seeing our work fully realized.
if Work is worth doing,
It's worth doing well
Brands that are worth building, are worth building well. Products that deserve to exist, deserve the utmost care and attention.

This is also to say that some companies should not exist. We all know that many products and brands are designed solely to maximize profits for a few, at great expense to the health of our planet and our neighbors. Life is short and this is not the sort of work we find worthwhile.

Our inspiration and focus is those who give careful consideration to what they take and to what they give. Those who tread lightly and reject the prevailing 'growth for the sake of growth' mindset. To these people, we commit to being all in.
‍
If the work we put into the world is meaningful, it  will outlive us either as poison, as noise, or as nourishment. Our commitment to you is to treat your project with the same level of care and integrity we give to our own work.

We design the world
and the world designs us back
Every day we experience the fallout of choices made for us by people who came before us.  Policy decisions, rules and regulations, design standards. Some of these choices benefit the earth, ourselves and our neighbors. Many of them are harmful. Our neighborhoods are dangerous, unhealthy and isolating by design. As a society we are largely disenfranchised, overleveraged and lonely .. by design. But this also means that it’s - at least somewhat - within our power and purview to create products, policies, and platforms that center nature, care, and reciprocity, and serve the people and the planet. 
‍
Herbert Simon said, “To design is to devise courses of action aimed at changing existing situations into preferred ones.”  What has been done can be undone. Short term and long term, our preferred situation is to be and to be around healthy, resilient, connected people.

The way that products are made, which products are made, for whom, and with what labor, materials and impact are considerations important to us. These are choices that shape individuals and societies. And as far as it’s in our control, we choose to work toward wellbeing. 
ideas are only as valuable
as their execution
If you’re anything like us, you probably have half a dozen good ideas a day. Every once in a while you probably even have a great idea. And ideas are valuable. Imagination, curiosity, empathy and optimism - the things idea are made of - make fertile ground for solutions to arise and for and new worlds to emerge.

Ultimately, an idea is only as good as its execution. This is where perspective, research, strategy and craft come into play. After a decade honing our skill set, we are equipped to bring concepts from ideas through development, through to launch.
‍
We work with businesses at all stages of development, from ideation and identity, to asset creation and special projects, and take great pride in seeing our work fully realized.