Fogpilot is a strategic brand design firm with considerable experience in the real estate and retail industries, among others. Our offices are located in Chicago, IL and Park City, UT.


Design thinking, strategic planning, design research, naming, branding, graphic design, copywriting, facilitating

brand design

We are expert at developing the tactics needed to create, revitalize and express meaningful and relevant brands, including:

  • Brand Names
  • Trademark and Logotype
  • Responsive Website
  • Brochure & Collateral
  • Advertising
  • Content Marketing
  • Social Media
  • Environmental Graphics


We facilitate collaborative sessions with proven methods for clarifying issues, generating ideas, developing possibilities, and realizing opportunities, including:

  • Brand Design Workshop
  • Values-Driven Design Workshop
  • Naming Workshop
  • FourSight Profile Interpretive Session
  • Creative Problem Solving Session
  • Design Thinking Workshops and Lectures

whalen louis

partner/creative director

Whalen Louis, an award-winning graphic designer, brings over 14 years of experience to his role as creative director at Fogpilot.

When not creating award-winning design, Whalen enjoys raising his daughter, making “first tracks” in the mountains near Park City, and finding himself in the Utah backcountry on skis, bike, or in campsite with friends.

peter zapf

partner/design planning lead

Peter Zapf is a design planner focused on helping organizations realize what is next for their stakeholders through a values-driven design process. As Design Planning Lead at Fogpilot, he facilitates strategic planning, brand design, and creative problem solving and innovation workshops.

For reasons he yet fully grasped, he twice completed a 14-day course created by the Boulder Outdoor Survival School (BOSS).