rumblesmith | creative direction, logo design & brand identity | photographs by tony @meatyflush

washington office on latin america (wola) | creative direction & design consultation, branding, logo redesign, social media & website refresh (new web design coming soon)

classical acupuncture | creative direction, branding, logo redesign, stationery design, website coming soon

nativedanger | creative direction, logo redesign, brand identity & website design

wolf trap foundation for the performing arts | art direction, logo & brand identity redesign (work done at rp3 agency) | photography by sam hurd

beuchert’s saloon | art direction, logo & brand identity design, menu design (work done at rp3 agency)

rogue 24 | logo & brand identity design (work done at the general design co.) | photography by greg powers

art directors club of metropolitan washington (adcmw) | annual show event branding, print collateral design (work done at the general design co.)

graffiato by mike isabella | logo & brand identity design, menu & collateral design, wine label packaging (work done at the general design co.) | photography by greg powers

sticky fingers | logo & brand identity redesign, packaging & collateral design, website design (work done at the general design co.)

oyamel cocina mexicana  | day of the dead event branding, logo & identity design (work done at the general design co.)

the garden party | creative direction, event branding, photography, invite & poster design, house show host | flowers & event set-up with the help of an ly

various logos (click side arrows to scroll through selected logo designs) | additional credits: wolf trap, beuchert’s saloon  (designed while at rp3 agency) | mindhatch (designed in collaboration with eighty2degrees) | pepe, america eats tavern, pinups for pitbulls, the doerrer group, michael bonfigli, rogue 24, graffiato, sticky fingers, day of the dead (designed while at the general design co.)

Family Portrait

Hi, this is Kaleena. Designer and human turning things upside down. Currently living in Washington DC with my two rescue dogs Moby & Maeby.

I am available for freelance and contract work and always looking to connect with clients who value design and creative thinking. I specialize in logo and brand identity design with a portfolio that encompasses creative direction, photography, and graphic design. I value design that is smart, efficient, and transcends traditional boundaries across creative mediums.

Get in touch using the form below or email hi @

    This is Everyday

    04/21 2016
    designs for prince


    Back in 2013 I made these designs for  Command X, a live design competition that took place in Minneapolis that year. The first challenge was to create a logo for Prince and the second project was a packaging redesign for Land O’Lakes butter. Appropriately, I used Prince to replace the controversial “Indian Maiden” on the butter packaging. You can watch the presentations and competition videos by clicking these links below:

    Day 1: Prince Logo
    Day 2: Land O’ Lakes Butter 

    About Command X

    Command X, produced by Bonnie Siegler of Eight and a Half and hosted by Matteo Bologna of Mucca Design, is a design reality show that takes place at the biennial AIGA Design Conference. Seven emerging designers, all under the age of 27, complete challenges and present their solutions live on stage in front of 1,800 peers, heroes and potential employers.

    01/02 2016
    Orange Pinky 2.0
    this is the story of orange pinky

    My left pinky nail has been painted orange for the past 7+ years. It is now my signature mark and has evolved into my self-identity as a designer and human.

    It was August 2008 when I took the picture above on the last day of my summer internship to say peace to the design studio Dept of Energy in Seattle. They gave me my first design home and the opportunity to start my career with freelance design work. I was 21 and designing snowboards for DC shoes, skis for Rossignol, and getting an inside look to the snowsport industry along with helping produce environments and wayfinding systems for a huge farm supply store. The team at DOE became my family and this picture of peace signs and love from the other Washington is where ‘version 1.0’ of the orange pinky began.

    Original Orange Pinky

    The image of my hand is also sign language for the letter ‘K’ and the inverse is the letter ‘P’; forming my initials. I created a promo project in 2009 that solidified the image as my personal logo and brand identity for who I am as a designer. The limited edition posters are hand-painted with my orange nail polish.

    Orange Pinky Promo

    In 2015, I simplified my original hand-illustration of the orange pinky into ‘version 2.0’. Each orange pinky on my new business cards are individually hand-colored for a personal touch. 


    This brings us to today, 2016.
    My birthday and unofficial business anniversary are on January 2. That means today I celebrate 2 years since I quit my full-time salaried job on my 27th birthday to pursue the dream hustle as a self-employed designer.

    I spent 2 years at an advertising agency before this and before that, 2 years at a small design studio in DC. I’ve grown and learned a lot in each of those 2 year stints. So, cheers to the last year in my twenties and to breaking the 2 year mark on my own with Kaleena, LLC.

    10/04 2015
    new work for second wind

    second wind is a gym just down the street from my home + studio. i started going there and joined as a member this past february. it is the first workout experience that i’ve really stuck to. now i’ve had the pleasure of going from being their client to having them as a design client. there is a lot of buzz around crossfit, but for me, secondwind stands apart as a friendly, neighborhood spot that really delivers on quality fitness that is scalable for everyone. the new designs reflect that sentiment yet still holds on to some of it’s roots with the dc stars and stripes.

    today we announced their new logo and brand identity. we are currently working on updating the website and getting new swag in the gym this fall.

    SWCF Logo System


    this is what their logo use to look like:

    SWCF Old Logo

    10/02 2015
    this is iruka + new work for rumblesmith

    this orange 1978 honda cb400t is my first motorcycle and her name is iruka (japanese for dolphin).  thanks to @therumblesmith for jump starting me in my motorcycle dreams this past year.

    rumblesmith is a local (dmv area), one-man shop for handmade motorcycle parts, chassis development, performance tuning, and full custom builds. check out the logo design & new work i did for them up on my website now.