Look & Feel is a design consultancy based in the Greater Grand Rapids area, founded by Armando and Kristi Cajina. Our practice is shaped by years of experience leading brand and creative initiatives—from in-house environments to global design agencies—giving us a nuanced understanding of how identity, culture, and strategy intersect.

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We believe that design is not just visual—it is experiential. It shapes how people understand, connect with, and remember a brand. Our approach begins with careful listening: understanding a client’s values, aspirations, audiences, and organizational realities. We collaborate closely to define a clear strategic foundation before moving into the language of form, story, and expression.

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By uniting culture, strategy, and design within a single practice—and collaborating continuously with designers, writers, photographers, stylists, vendors, and a versatile creative network—we help organizations express who they are with clarity, confidence, and integrity. The result is not only elevated brand experiences, but also teams and audiences who feel genuinely connected to something they believe in.