About
Fat Toad Studio

I Design Brands That Leap

Fat Toad Studio helps brands move forward with clarity and intention. I work with businesses that are ready to invest in thoughtful design systems: not quick fixes or surface-level visuals.

My focus is on building brand identities that feel confident, consistent, and built to last. Every project is approached with structure, care, and a clear understanding of how the work will be used in the real world.

Caleb Pendley smiling in a black shirt and jeans, leaning against a graffiti wall.

What I've built so far

Real work for real brands. These numbers tell the story of what happens when strategy meets bold design.

20+

Branding projects

From startups to established brands seeking a visual refresh.

1:1

Direct Collaboration

Hands-on collaboration with direct communication throughout each project.

4.5K+

Community Followers

A growing community interested in brand identity, design, and clarity.

2025

Studio Established

Young studio, seasoned approach. I've been doing this work with intention from day one.

Overhead view of the studio workspace with sketches, tools, and laptop for branding work.

How we approach bold design work

Fat Toad Studio approaches design with clarity and intention. I believe strong brands are built through structure, not trends, and every design decision should serve a clear purpose.

My work starts with understanding, your goals, your audience, and how your brand needs to show up in the real world. From there, I build visual systems that are consistent, flexible, and built to scale as your business grows.

I don’t chase noise or shortcuts. I focus on thoughtful design that supports long-term use, clear communication, and confident brand expression.

Questions

Everything you need to know about working with Fat Toad Studio.

How does communication work when working together?

Communication is clear and flexible. I primarily work through written communication, shared documents, and structured feedback to keep collaboration organized and accessible. For live meetings, a sign language interpreter can join us on Zoom at no additional cost if needed.

Who do you typically work with?

I work with both small and established businesses, as well as Deaf and hearing clients. What matters most is a shared value for clear communication, thoughtful collaboration, and intentional design, regardless of company size or background.

How long does a project take?

Most branding projects take 4–8 weeks, depending on scope and complexity. We focus on clarity and quality, not rushing decisions that affect long-term use.

What's your design process like?

I start with discovery to understand your brand, goals, and audience. From there, I define direction, design intentionally, and deliver a complete visual system built for
real-world use.

Do you work with small or early-stage brands?

Yes. I work with startups, small businesses, and growing brands that are ready to invest in clear, intentional design.

Can you handle full rebrands?

Absolutely. I support full brand identity projects, from strategy and logo design to guidelines and rollout across key touchpoints.

How many revisions are included?

Each package includes a set number of refinement rounds, clearly outlined before the project begins. This keeps feedback focused and the process efficient.

Do you offer ongoing design support?

Yes. Retainer clients receive ongoing monthly design support with priority communication and structured delivery.

What do you need from us to get started?

Clear goals, timely feedback, and collaboration. I’ll guide the process, but strong results come from working together.

More questions?

Reach out and let's talk about your project.

Ready to leap forward?

Your brand deserves to be seen. I am ready when you are.