The 221B Rebrand by Alex Coven

With a name that instantly evokes the world’s most famous detective, 221B draws direct inspiration from Sherlock Holmes’ iconic address on Baker Street. But rather than leaning on overused detective clichés, designer Alex Coven approached the rebrand of this heritage private investigation firm with a distinct mission: to modernize its identity while paying homage to its legacy — all with subtlety and restraint.

Alex Coven, a Chicago-based freelance designer, partner at Whatever Studio, and co-founder of Spritzi, is known for crafting thoughtful brand and digital experiences. His work consistently balances innovation with clarity, aiming to create strong emotional connections between brands and their audiences. The 221B project is no exception.

From the outset, Coven recognized the potential of the project — a chance to break from the typical visual tropes associated with private investigators. Rather than using obvious imagery like magnifying glasses, trench coats, or shadowy silhouettes, he opted for a cleaner, more sophisticated aesthetic. The result is a visual identity that feels both contemporary and timeless — a subtle nod to the art of investigation, without falling into stereotype.

Through deliberate typography choices, refined color palettes, and a sharp focus on usability, 221B now stands as a brand that communicates professionalism, discretion, and intelligence. It's a perfect example of how modern design can honor tradition without being bound by it.

The 221B Rebrand by Alex Coven

With a name that instantly evokes the world’s most famous detective, 221B draws direct inspiration from Sherlock Holmes’ iconic address on Baker Street. But rather than leaning on overused detective clichés, designer Alex Coven approached the rebrand of this heritage private investigation firm with a distinct mission: to modernize its identity while paying homage to its legacy — all with subtlety and restraint.

Alex Coven, a Chicago-based freelance designer, partner at Whatever Studio, and co-founder of Spritzi, is known for crafting thoughtful brand and digital experiences. His work consistently balances innovation with clarity, aiming to create strong emotional connections between brands and their audiences. The 221B project is no exception.

From the outset, Coven recognized the potential of the project — a chance to break from the typical visual tropes associated with private investigators. Rather than using obvious imagery like magnifying glasses, trench coats, or shadowy silhouettes, he opted for a cleaner, more sophisticated aesthetic. The result is a visual identity that feels both contemporary and timeless — a subtle nod to the art of investigation, without falling into stereotype.

Through deliberate typography choices, refined color palettes, and a sharp focus on usability, 221B now stands as a brand that communicates professionalism, discretion, and intelligence. It's a perfect example of how modern design can honor tradition without being bound by it.