It's not a logo, it's your breakthrough.

Create your wave.

From the owner, Dennis Michael

Visual identity master and visual problem solver

Over the course of my career I have seen a ton of business owners, who hired agencies or designers, get screwed over. The resulting solutions from the overpaid work were mediocre. There were hidden charges, miscommunication, missed deadlines, lack of respect, subpar service and no collaboration. It infuriates me just thinking about it.

Visual problem solving is the key

People have skewed the word ‘design’ into the meaning – ‘make it look pretty’. When in fact, design is visual problem solving. Others also miss the true meaning of branding’ by simply stating that your brand is your logo and supporting stationary. They have completely missed the mark. The definition of logo design and brand development are completely wrong.

You have a product or service to sell. You have customers you need to connect with – emotionally and visually. My company can help you solve these problems.

You need to create a fantastic first impression. You need to amass advocates and create customer retention. You need your audiences to understand who you are, why you do it, engage with you, and stay with you. You need to look as good as your service and/or product.

You need someone in your corner who is looking out for your best interests. A company that has the desire to learn about you and your company. Someone who will deliver solutions that will set you up for continued success. A company that works with you.

Getting the solution you want doesn’t come easy though. It takes honesty, authenticity, empathy and belief. You will notice these exact qualities the first time we meet. We will give you the honest truth and help you make the best decisions for your business. We practise what we preach.

When you hire my company, it’s not a service, it’s an inspiration. An inspiration to visually market and communicate who you are and what you do. To the highest of standards.

I encourage you to look at our work, learn more about us and decide if we would be a good fit for one another. If your gut tells you my company is the right choice to solve your visual problems, we would love to meet you.

Connect with us.

Social media has become an important part of business. We value its power and the impact it can have on people.

Knowledge is power.

If you are thinking of branding your company, it's important that you research before you invest in your brand. Learn more about us and branding and design. Sign up for our weekly newsletter and we will email you this educational checklist on how-to hire a logo designer. We will also include another fantastic gift and links to more information so you can make an informed buying decision.

The details matter.

Your actions speak louder than words but words still count. Before you hire us, you should understand Wake Creative. Nowhere else is this firmly rooted than through our vision, mission and values. These are powerful statements that let you see the direction of the company and the very essence of our brand.

Some may think this is fluff but it’s not. We firmly believe these statements keep you accountable. We often come back to them to make sure we’re still heading in the right direction.


Big agencies can be expensive. Freelance designers can be unreliable.

Wake Creative fits right in the middle of these two spectrums. We’re affordable and reliable. When you work with Wake Creative, you work with the owner, not an account representative who acts as your middle man. When you need a response, we will answer within 24 hours. If you want quality solutions at an investment that will turn into a nice return, Wake Creative is the company to work with. If you need someone who will take the time to listen and understand your company and its problems, we can help.

Our Vision:

We desire to be the most innovative, trusted and recognized company by businesses worldwide for our logo design and brand development services.

Our Mission:

To inspire and empower business owners. Helping them become industry leaders, not followers.

Our Uncompromising Values:

Belief – in our clients, colleagues and ourselves.
Being Honest & Authentic – with our friends, family, colleagues, ourselves and the brands we build and the clients we serve.
Focus – we never enter the competitive mindset, we always create.
Giving Back – to our clients, community, colleagues and industry.
Humility – everyone is equally important and we are no better than anyone else.
Family – every value is reflected in our family lives. They are most important to us and the driving force for everything we do.
Time – everyone’s time is important and we stay aware of this every day.

When you work with us,
you work with our owner.

The source of our creativity is at your disposal. No middle management, no junior designer. The brains of the operation works directly with you. No multiple channels of communication, no long waits for replies and most importantly decisions are made quickly.

Find out more about Dennis Michael at

What our clients have to say.

I just wanted to drop a quick note to say “Thank You” for the work that you did for us recently on our new logo and our branding.

Let me first say that I hated my new logo, but that is a good thing and let me explain.

This process that we went through with Wake Creative, which started as a website design, was so important, and I underestimated how impactful it was.

I knew that the look and feel of my company was important, but your process of exploration before doing any work made me stop and think about why I was in business and who I wanted to appeal to. It made me realize that my current logo was designed for myself, someone who thinks in square boxes and likes things in balance. Yet my target market was for people that didn’t think this way. They need a visual of someone trusting, up to date with today’s trends and not ‘old and stogy’. My existing logo simply did not appeal to my target market.

The Brand Bible further helped me define who I was and what I wanted. Nice touch to the branding and the incredibly thorough job.

When we first launched my logo and branding I hated it. But my customers loved it. I have to admit that I get more comments on my logo now than I ever have in the past. Better than that, my phone is ringing off the hook with new potential customers and the market that I wanted to reach is now calling me. I really believe that branding myself properly had a lot to do with the phone ringing.

Thank you for having patience. I know that I can be a hard person to sway, but you succesfully managed to do it. By the way...I now love my logo and it looks pretty damn good on my wall.

Thank you.

Lynn Gagne-webb

Owner, On-Core Bookkeeping Services

I believe that logos are a very important part of a business’s messaging. I longed for a logo that represented the services I provide which is helping people through financial difficulty; a logo that reflected the emotional side of financial distress and what it means to break free of the burden of overwhelming debts. But I also needed to keep the current logo because we needed to keep a common thread and consistency between Frederick & Company Ltd. the insolvency firm and Frederick & Company LLP the accounting practice. The existing logo has a very practical and logical feel to it so I thought a complementary logo would be particularly challenging. As a result I put that idea to rest and I didn’t seek out someone to create the logo. Then I got to know Dennis.

The moment I sat down with Dennis to find out about his business it was clear that he would be equal to the task of finding a logo that would compliment our existing logo that also resonated emotionally with people. His passion for his business and the drive he has to create a logo that embodies the heart of a company was palatable. The quiet reserved man I had thought I knew became an energetic, electric and passionate man who was clearly up for the challenge of creating my new logo.

In our initial meeting I knew the essence of what I wanted but couldn’t really describe it. I didn’t know what image I wanted the logo to be but I knew it wouldn’t be multicoloured. I also knew I wanted to resonate the emotional aspect of my work but I didn’t want it to be “fluffy.”  I used words like “chunky” and “soft but not soft” to describe what I wanted. These are not very helpful words or phrases yet Dennis was able to understand what I wanted. He keyed into what was at the heart of my business and “got” what I wanted even when I didn’t really know how to communicate it well.

I was amazed that Dennis could read between the lines and create a logo that was exactly what I was looking for. My new logo is complimentary to our existing logo. It is a outline of a feather which has hard, exact lines but still portrays the lightness one feels after they have moved from financial distress to financial success. My logo represents the weightlessness of being free of a burden without being fluffy. It is “chunky “and “soft but not soft”. It has a solidness to it as well which was important for embodying the professionalism of our firm.  In short, it is exactly perfect.

Thank you so much Dennis for everything. I would to hesitate to recommend you to anyone I know who is looking to really get clear about their brand and discover a new logo that will represent them authentically out there in the world.

Rebecca Frederick

Owner, Frederick & Company Insolvency

Wake Creative has helped our business build a solid marketing foundation. We went through the very thorough “Brand Bible” process with Dennis. It was here that we were able to put all of the ideas of who we thought we were down onto paper and begin to solidify our identity and brand. This journey was not a simple checklist of “Do you like this font or that colour?” It was based on who we are and what we want to represent. Now we have something concrete and tangible to give out to our marketing team. The effectiveness of our marketing has greatly increased since getting our “Brand Bible”. One of the best investments our business has made.

Dr. Glen Jefferies

Owner, Parkstone Dental

My name is Chris Fraser with Crest Roofing & Co formerly XL Roofing Inc, same, just re‑branded. Before I met Dennis, I knew nothing of branding or re‑branding. There was something bugging me about my business that I wasn’t getting the commercial projects I so desired. We were getting the odd one but something had to change. In the back of my mind I thought maybe my company name and logo wasn’t saying enough about us or even, god for bid, too cliche’. I started to ask around and do my own mini research and what I found, was evidence collaborating my already forgone conclusions . So I bit the bullet and sat down with Dennis and asked him what he thought.

He did not hesitate and with a sort of confidence just told me quite frankly that I needed a major re‑brand to get us to the level that I wanted my company to go. We just pushed forward with a couple appointments and it became a lot of fun. I could not believe how easy he made this process. I want to point out that Dennis was able to get me thinking back to the days that made me want to start a business, this put me in a vulnerable position that I was not accustomed to but necessary to get where we needed to be. But it was at this point that everything started to flow, and flow it did. We didn’t make any rash decisions, Dennis was very chill, and a couple times just said “sleep on it for a few days “ “lets chat then”. I wont do anything now in our Company without first consulting with Dennis at Wake Creative. He also has awesome connections on his team that include websites, video animated commercials, social media experts then of course any hard copy printing he has at his finger tips. Growing or starting your business, don’t hesitate to call Dennis at Wake Creative.

Chris Fraser

Owner, Crest Roofing & Co.

Dennis Michael was referred to me when I had started the lengthy process of building a new brand, logo and website. We connected immediately over coffee where I was instantly impressed by his punctuality, creativity and his overall excitement for the task at hand.

Dennis prepared insightful questions and better yet, really listened when I answered them, he even took notes! Which only shows his true dedication to giving his clients exactly what they want. When the process hit some bumps Dennis was there to help me to make sure that I was satisfied and the product we had orders from outside sources were 100%. Anyone who has ever built a brand and gone through this process knows that your heart and soul is invested the entire tie. It is priceless to have someone like Dennis who is just as invested as you are.

I have and will continue to refer Dennis to other individuals who are looking for show their passion for their work through a well thought out brand.

After months of working together my brand, website, business cards and promotional material are now fully complete and I am over the moon!

Nichola Elise Ryhanen

Realtor©, Coffee to Keys Real Estate team

I’ve had the privilege of knowing Dennis Michael, owner of Wake Creative for over 2 years.. I run a high end renovation company focusing on all types of residential work as well as custom commercial projects.

When we started our company the logo and “brand” we started with was based on the idea of offering our clients nothing but the best service and expertise throughout their renovation.

Our logo never quite lived up to the standards we set out for our company and as such last year we decided to use Wake Creative to really develop a complete package that tells our clients they have found the best.

Dennis knew exactly what to ask, how to display it and ultimately deliver on a vision that will help my company showcase our immense talent for years to come!

Dennis has an unmatched eye for detail and offers nothing but perfection on everything he does. Currently Dennis is working on our vehicle wraps, Christmas cards and our presentation folders. He is the mastermind behind our logo, business cards and colour scheme for our website.

I strongly recommend Dennis Michael of Wake Creative to anyone thinking their brand can do more!

Steve Greene

Owner, Allendale

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