A Branding & Design Studio

VK Design is now Bootjack. We have grown into a Branding + Design Studio with a focus on strategy led creative. We look forward to taking this trail with you–let us help guide you and share your story.

James Van Kriedt Principal + Founder

Based at the foot of Mount Tamalpais in Marin County, California, Bootjack derives inspiration from the many trails that stretch across the peak. Its landscape reminds us just how important captivating and sparking wonder is—there’s a sense of happiness we gain from the destination every day.

We’re always up for exploring the enigmatic and the unknown with you. Whatever voice you’d like to project, we’ll help you find it with focus, attention to detail and exceptional (and sometimes unusual) thinking. We offer brand strategy, the vital process of laying out goals and design elements, along with visual identity design, logo creation and more.

Honest, passionate work is our forte. We’re always ready to entertain or challenge ideas because telling your story with truth, appeal and originality comes first.

Let's work together >


  • Brand Strategy
  • Logo Design
  • Identity Design
  • Art Direction
  • Naming
  • Print
  • Packaging
  • Copywriting
  • Marketing Materials
  • Web Design + Development

The Team

James van Kriedt

Principal/Creative Director

A natural-born artist with an early knack for design, Northern California-native James van Kriedt planted the seeds for Bootjack Creative about 10 years ago, soon after the birth of his son. A notable restaurant manager and sommelier, he loved the pulse of the hospitality industry, but wanted more for himself. Therefore, he stepped into the design world, refined his skills and started to grow a new kind of design business to share with the world. This is now Bootjack.

James lives in Mill Valley, California with his wife and son. Born and raised there, right at the base of Mt. Tam, he grew up navigating various hiking trails, including one by the name of (ahem) Bootjack.

Philia Beroud

Brand Strategist

With 14 years of experience in the advertising industry working on marketing introduction, campaign building and obtaining market growth for A+ International companies, Philia knows how to capture the brand’s essence and make it come to live in a plethora of media, that all in the mix form a unique sequence of brand communication. From brand identity development, to less conventional guerilla marketing, to print, TV commercials and web design, it all starts with defining the brand’s vision and reason to exist. After that all follows. Besides concept development and brand design for startups, Philia in her spare time, collects freely floating conceptual ideas and develops them into brands and interactive experiments, which she regularly swing into the marketplace, joining forces with other creatives, artists, strategists, scientists and friends. She is a concept freak, who is crazy about creative branding and ready to, together grow your brand to the next level.

Emilio Domingo

Lead Designer

Emilio has the skillset to be adaptable, collaborative, and strategic across multiple design disciplines. He has been fortunate to work in-house as well in both small and large firms because he the ability to manage multiple projects and the skills necessary to be an efficient designer in any industry. He has handled a variety of projects from beginning to end.


some fine people & companies we’ve worked with

  • Kimpton Hotels & Restaurants
  • Workday
  • Starbucks
  • Marriot Resorts
  • Marin Magazine
  • The Wine Group
  • Mr. Espresso
  • Super Duper Burger
  • The Pelican Inn
  • Serious Leisure
  • The Pelican Inn