Sometimes the most valuable insight in a client briefing is a detail that almost goes unnoticed. For Vancouver-based Pendo Brands, recognizing those overlooked opportunities is the starting point for building distinctive brand identities.

That approach helped the seven-person studio earn Silver in Small Design Agency of the Year in 2026, reflecting its ability to combine strategic thinking with design systems that work across increasingly complex brand environments.

Co-founder and creative director Peter Ladd believes clients often arrive with a deep understanding of their businesses but need an outside perspective to recognize what makes them distinctive.

“Asking, what’s ‘the thing’ they can own? That’s the hardest question to answer.”

Finding that defining characteristic has become more demanding as brands navigate physical retail, ecommerce, social media and an expanding range of digital applications. Pendo's response is to create flexible visual systems that preserve a brand's personality while delivering consistency and clarity across every touchpoint.

The approach is evident in its work for Dickie's Ginger Beer. Drawing inspiration from hand-cut ginger root, Pendo created the Ginger Family, a collection of characters that gives the small-batch beverage a recognizable identity across flavours, packaging and merchandise. The playful execution is supported by a disciplined colour system designed to make products immediately distinguishable on shelf.

For GCT's Vancouver container terminal, Pendo developed a wayfinding system using oversized typography, cargo-inspired geometry and durable materials to make a complex industrial environment easier to navigate. And for property management brand Orin, it created a tactile identity that translated a hospitality-inspired service philosophy into typography, photography and physical details.

Behind the work is a deliberately lean operating model. Clients work directly with the people developing and executing ideas, allowing strategy, design and production to remain closely connected.

As industry recognition attracts larger assignments and clients with international reach, Pendo is focused on expanding the scale of its work rather than its headcount. Ladd believes the studio's advantage lies in maintaining the attention to detail and direct collaboration that have shaped its success.

“It doesn’t matter whether it’s an identity, a campaign or a packaging system,” says Ladd. “The common thread is thoughtful ideas that make an impact. We’re always asking, ‘How can we make the biggest impact with the space we’ve been given?’”