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

Principle/creative director

Whalen leads the team, bringing 20 years of experience, a bunch of graphic design awards, and a whole load of attitude to being Creative Director & Principle of Fogpilot.

Prior to Fogpilot Whalen’s career highlights included running his own shop called izm and being senior designer at Flow Creative, a Chicago-based creative boutique. Whalen gets super excited about creating powerful design systems that prove how design can help
companies express big ideas in ways that are as simple as they are effective.

When it comes to formal education, Whalen studied fine art and graphic design at Oregon State University, taught at Chicago Portfolio Center, and earned a FourSight Coach certification
in 2015.

Whalen believes in community and is proud to serve as the Vice Chair on the board of the Winter Sports School in Park City, UT.

But let’s face it Whalen is also a good guy to hang out with. He knows his beers, is an excellent dad and a true native Parkiet. He has crafted his life around the philosophy of working hard and
playing hard, especially in the Utah mountains.

Polly Rihm

Senior Designer & Project Manager

Polly makes things happen at Fogpilot. She keeps the team grounded, ensuring projects get completed on time and on budget.

One of Polly’s biggest strengths is her ability to grasp the big concept and then bring in the details needed to turn an idea into powerful, effective work.

Polly’s professional experience is varied. From setting up her own tea and coffee business to being an outdoor equipment design champion, Polly’s vast experience shows that doing what
you are interested in, and doing it very well, is a surefire route to success.

Polly studied fine art and graphic design at Montana State University while skiing for their D1 alpine ski team. Most recently, Polly completed a UX\UI design program at the University of Utah.

While she doesn’t quite consider herself a “Park City Local” yet, she has lived in and around Park City for the last 15 years. When not at her desk, you’ll find Polly skiing, fishing, hiking, biking, or hanging with her small menagerie of dogs, cats, chickens, and goldfish.