Concept & Innovation Strategy
New ventures, R&D, original concepts, creative perspectives, and determining what a new thing can become.
Innovation · Systems Architecture · Design
Ambitious ideas,
given structure and form.
Potter & Company is a creative strategy and design practice for those building at the frontier—from early concepts and knowledge systems to brands, experiences, and finished visual work.
Atlanta-rooted · Available for thoughtful work across distance
Services
What we do.
Each service stands on its own. They can also be combined when the work calls for more than one.
Knowledge & Systems Architecture
Complex knowledge, products, information, relationships, and processes organized into coherent systems.
Brand & Experience Design
Rebranding, identity, UX, publications, campaigns, information design, and clean visual execution.
The team
Two practices.
One shared offering.
Original ideas and coherent systems meet clear, functional design.
Creative direction · Brand systems · Experience design
Sarah Potter
Sarah turns strategy and complex material into clear, functional design. Her work spans enterprise brands, digital experiences, information design, campaigns, and publications.
View Sarah Potter Studio
Knowledge architecture · Innovation systems · AI interoperability
Zac Potter
Zac originates new concepts, builds the systems that make them coherent, and coordinates people and AI toward a finished result. His work spans research, knowledge organization, product concepts, and team leadership.
Explore Zac Potter OfficialSelected prior work
Potter & Company is new.
The work behind it isn’t.
This new practice brings together selected prior work by Sarah Potter and Zac Potter—two distinct portfolios now informing one shared offering.
Selected prior work · Sarah Potter
Business Service Company Digital Campaign
A campaign system spanning eBook, infographic, web, and email design, using a bright visual language to help an intelligent-review service stand out in a conservative legal market.
View the case study
Independent work · Zac Potter · 2016–present
Lion’s Heart Health Architecture
A health domain organized into a navigable system: Heart, Body, and Mind; Assess and Address; and two foundational publications.
Architecture and authorship: Zac Potter. Brand and publication design: Sarah Potter.
Read a foundational publication
Selected prior work · Sarah Potter
isolved Brand System
A people-first HCM identity refresh spanning logo, color, pattern, typography, iconography, photography, presentations, and web design.
View the case study
Research & presentation · Zac Potter · 2026
CFE / ISKO Research
Peer-reviewed work connecting classification, human functions, and systems architecture, presented at ISKO 2026 in São Paulo.
View the presentation
Selected prior work · Sarah Potter
Mercedes-Benz Print Campaign
A polished print campaign translating a premium automotive brand into a cohesive editorial experience.
View the case studyStart something new
What are you ready to create?
Bring us the early idea, the ambitious direction, or the thing that does not quite exist yet. We can help explore what it could become—and give it the strategy, architecture, and design needed to move forward.