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

Art Director & Partner

Polly is one of the driving forces behind the success of Fogpilot, where she plays a pivotal role in keeping the team grounded and ensuring that projects are not only completed but also delivered on time and within budget.

Her distinctive strength lies in her ability to comprehend overarching concepts and seamlessly integrate the necessary details, transforming ideas into impactful and effective work.

Polly’s professional journey is diverse, ranging from establishing her own tea and coffee business to excelling as a designer within the outdoor industry. Her extensive experience underscores the notion that pursuing one’s interests passionately and excelling in them is a proven path to success.

She pursued fine art and graphic design at Montana State University, concurrently showcasing her skiing prowess as a member of their D1 alpine ski team. Polly further expanded her skill set by completing a UX/UI design program at the University of Utah.

Although Polly doesn’t fully consider herself a “Park City Local” just yet, she has been a resident in and around Park City for the past 16 years. Beyond her desk, Polly indulges in a variety of outdoor activities, including skiing, fishing, hiking, biking, and enjoying the company of her eclectic collection of dogs, cats, chickens, and goldfish.