Huna Totem Corporation Branding

Introduction

Huna Totem Corporation is an Alaska Native Corporation with over 50 years of stewardship—of land, of culture, and of future generations.
Their mandate is uncommon: to do business not just for profit, but for the long-term benefit of their people and every community they touch.

Which creates a different kind of responsibility.
And a different kind of brand challenge.

Challenge

On the surface, the ask was straightforward: a full brand identity refresh. But underneath, the challenge wasn’t visual—it was foundational.

With no formally articulated value proposition tying together who they are, what they do, and why it matters across audiences ranging from shareholders to partners to the broader public, the tendency was that:

Messaging could become fragmented
Storytelling easily became inconsistent
And the full weight of their purpose wasn’t being felt

Solution

First, we defined and formalized a core value proposition—one that could hold the full complexity of Huna Totem’s mission while remaining clear, communicable, and scalable.

From that foundation, we built a unified brand platform which became the organizing principle for everything that followed including:

A complete brand identity system, comprehensive messaging architecture, strategic marketing framework, re-imagined website experience, social media direction and ongoing content alignment, and a wide range of supporting brand and communication assets

The result wasn’t just a new look—it was a cohesive system. One that brings clarity to every interaction, consistency to every message, and purpose to every piece of communication.