Practicality met passion when Chris Tyre chose graphic design as his major. Having become a marketing coordinator and graphic designer after college, he was drawn to the power of design as a form of communication in the wild.
“I was driving to work on a winter day when a large bag hit my windshield. It was an empty bag of ice melt, which I had designed at my company,” says Tyre. “It hit me in more than one way that, via graphic design, my work could be anywhere and everywhere. Knowing that encouraged me to take ownership of my work.”
Today, Tyre channels that through his businesses: Via Visual for design and branding, and Nomad + Camera for photography.
Like his three-year-old son, Tyre thrives on asking “why.” Whether working within frameworks or building them, that “why” is critical to uncovering a project’s direction.
Color and texture heavily shape his process. For corporate and cultural experiences alike, Tyre’s brand work focuses on the feelings associated with specific shades and how materials—like mirrored acrylic, wood, metal, and paper coatings—spark human moments.
“The winning formula is when I get to partner with a lot of creative folks of different disciplines to see out a singular vision,” says Tyre. “It’s that kinetic energy and fusion of ideas that I can’t get enough of.”
Rebranding might feel strange at first, but soon you’re eager to show it off. And that momentum, he finds, is contagious.
“The brand’s integrity and the emotions it evokes with its audience are all of the elements working collectively, from the product itself to customer service to copywriting to imagery and beyond,” says Tyre. “What’s rewarding to see is the gained confidence in a brand’s new look, knowing the organization’s next chapter is a bright one.”
“Large events usually have a big wow factor that draws people in, but when you can see that the small details are just as intentional, it really leaves a strong impression with attendees.”