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hi there!



Founder and lead designer of Ethos Design. I help both new and existing businesses develop their brand profile from the ground up. I founded my design studio, Ethos Design, specialize in creating strong and cohesive brands across all platforms, providing my clients with professional, timeless branding that sets them apart as industry leaders.

Clients are often thrilled, and sometimes surprised, at how much fun the branding process is. I love keeping clients involved throughout each step, welcoming feedback and ideas, working together to create a brand that feels exactly right.


With packages designed for the level of service you need, clients love that working together becomes an enjoyable one-stop shop for everything design as they are busy starting, or running, their business. Whether you have a strong vision and need help bringing it to life, or you're feeling lost and overwhelmed, I look forward to working together to build the brand presence that you business deserves!

previous work

Tori Lake Logo Design | San Diego, CA
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Image by Augustine Wong

"Tori was absolutely amazing to work with. I am formally launching a business, and came to her with nothing more than a couple of concept words and "photo inspiration." She nailed my vision in the first shot. She communicated throughout the whole process and was very responsive to my comments. She works very quickly, and her turn-around times were very fast. She designed a full branding package for me - logo, branding guidelines, and social media templates. The quality is amazing. I couldn't be happier and will definitely be using her services again in the future."


"Tori is out of this world amazing! I have literally never worked with someone so professional, so efficient, and so amazing at what they do. Tori took my ideas and ran with it! In the end I have a completely updated, refreshed website that I am so happy with. Tori is one of those who will honestly leave you feeling a little sad that your project is complete, because that means you're done working with her! Tori is just the best!"


"Working with Tori was a fantastic experience. She is incredibly communicative, receptive to ideas and very friendly. I purchased her Premium Package and the value for money was great. She worked with me to design a logo and brand identity that matched my company, as well as design my website. Quality of work was exceptional. One of the best things about working with Tori is that she set expectations and timeline in advance and stuck to it. She answered all my questions patiently and was all together very professional and highly skilled. I would absolutely recommend her!"