The General Design Company
406 H Street NE, Washington, DC 20002
March 06, 2007
H Street NE, Fare Well
“design is utility.”

We believe that design is a fundamental utility for doing business, whether for profit or for social change. We believe in clever ideas, thoughtful execution and working for, and with, people, causes and companies that have something nice to say.

We are a small team of thinkers, doers and empathizers. We specialize in helping our clients realize their most aspirational dreams and solve their most practical problems. We are committed to the ongoing successes of our clients and their brands, which means going beyond a logo and what fonts to use. Our goal is to become strategic partners, starting with discovery and research to messaging and design, all the way through to delivery and implementation.

As a creative services company, we truly believe in the importance of both of those words: creative + service. Our creative is unexpected and memorable. Our service is attentive and reliable. We place enormous importance on the quality of our work as well as the quality of the experience. We enjoy what we do so it’s important to us that our clients do too.

Since 2007, we have been working with clients that range from arts organizations to neighborhood businesses, and nonprofits to celebrity chefs. The results have been recognized and published by Graphis Branding 6, International Logos & Trademarks, Logo Lounge Master Series, How Magazine’s International Design Annual, Print Magazine’s Regional Design Annual, American Advertising Federation, Food & Wine Magazine, Hospitality Design Magazine and others.


Soung Wiser
Owner/Creative Director
OCD Level:
110% When it Comes to Kerning & Her Calendar
Kerning, Calendars

Soung is the owner and creative director of The General Design Co., where she leads a team of thinkers, doers and badasses. 

With a strong belief in collaboration, empathy and knowing when to analyze and when to go with your gut, she finds inspiration in her client's passions and her team's enthusiasm. Her work has been recognized by Communication Arts, Graphis, Print Magazine, How Magazine, Logo Lounge, AIGA, among others.


Soung holds a BA in graphic design from The Pennsylvania State University and has had the honor of teaching typography and packaging design at American University. She considers herself to be lucky as hell to be doing what she loves, with a team she adores, for people and causes she cares about.

Matt Batista
Studio Manager, House Photographer, Cool Dad
OCD Level:
must cut plastic six pack rings
Max & Carol, going to the movies, samosas
“Hm, that is interesting.”

Matt is our behind-the-scenes, do-it-all, studio manager and multi-talented renaissance man. He graduated from Bard College with a BA in photography. His eight years as an instructor at the Pennsylvania Governor’s School for the Arts’ summer academies, has given him the skills to lead and facilitate collaboration amongst our designers, partners and clients.


Prior to joining TGDCo., Matt was a freelance photography assistant building a reputation on his ability to anticipate problems before they arise as well as his respect for the technical details. This skill set is integral to ensuring that TGDCo’s daily processes run smoothly.

Caroline Brickell
Designer, Illustrator Guru, Team Motivator
OCD Level:
Color-Coded Lipstick Drawer
Figure/Ground, Social Justice, Jellyfishes
“I don't know, I'm from Harrisburg”

Caroline is a designer at The General Design Co. where she works as a full time problem solver. Part designer, part project manager, part social media spokesperson, part tech support and part cheerleader.


Former intern at Rolling Stone magazine, she graduated from The Pennsylvania State University with a Bachelor of Design. Her work has been featured in Graphis, Lovely Package and on the bookshelves of Barnes & Noble. (Her mother is very proud.)



  • Alchemy Caterers by Carla Hall
  • Amaryllis Floral & Event Design
  • America Eats Tavern
  • Atlas Performing Arts Center
  • Backpacker Magazine
  • Bandolero | Modern Mexican by Mike Isabella
  • Bold Bite Dogs & Fries
  • Civilian Art Projects
  • DC Arts Center
  • Graffiato by Mike Isabella
  • Hank’s Oyster Bar
  • Hot Yoga Plus
  • Le Tastevin Fine Wines
  • Oyamel Cocina Mexicana
  • Potomac 18 Caterers
  • Rogue 24
  • Sticky Fingers Sweets & Eats
  • Tom Dolan Swim School
  • Washington Improv Theater

FOR BUSINESS: Services & Associations

  • Angle Mastagni Matthews
  • Bixler Inc.
  • Cardinal Point
  • The Chadderdon Group
  • The Doerrer Group
  • Govolution
  • Halifax International Security Forum
  • Helios Strategies
  • HMS Host
  • Kathy Worek Group
  • Neimand Collaborative
  • Penney Design Group
  • Philanthropy Roundtable
  • Positive Development
  • Ross G Bates Consulting
  • Saving Grace Services
  • Strategic Marketing Innovation
  • Wilson Woodworks

FOR GOOD: Nonprofit & Advocacy

  • AdvaMed
  • American Academy of Ophthalmology
  • Art Directors Club of Metro Washington
  • Campaign for America’s Wilderness
  • Center for Health Value Innovation
  • Cesar Chavez PCS
  • Human Rights Campaign
  • National Children’s Center
  • National Health Council
  • Outdoor Industry Foundation
  • Pancreatic Cancer Action Network
  • Pew Environment Group
  • Pinups for Pitbulls
  • Tahirih Justice Center
  • Women Chefs & Restaurateurs



Graphis Design Annual 2014

  • Table Restaurant Identity, Gold


Advertising Club of Metropolitan Washington ADDY Awards

  • Bandolero Mexican Restaurant, Best Conceptual Design, Special Judges Award Gold
  • Table Restaurant, Best Identity Design, Special Judges Award Gold
  • Bandolero Mexican Restaurant, Best Of Collateral Gold
  • AIGA DC Design Week Identity, Self-Promotion, Gold
  • Mike Isabella Concepts High on the Hog Event Identity, Gold
  • Bandolero Mexican Restaurant, Collateral Design, Gold
  • Table Restaurant, Collateral Design, Gold
  • Bandolero Mexican Restaurant, Logo Design, Silver
  • Hot Yoga Plus, Website Design, Silver
  • Table Restaurant, Website Design, Silver

Art Directors Club of Metropolitan Washington Annual Show

  • Bandolero Mexican Restaurant Identity
  • AIGA DC Design Week Promotion
  • Hot Yoga Nashville Website
  • Occasions Caterers Website
  • Penney Design Group Website
  • Table Restaurant Identity
  • Table Restaurant Website, Judge’s Choice

Graphis Branding 6

  • Amaryllis Floral + Event Design Identity, Gold
  • Graffiato Restaurant Identity, Platinum/Case Study

HOW Self-Promotion Design Annual

  • Bandolero Mexican Restaurant Identity
  • Buffalo & Bergen Identity

Washington City Paper


Advertising Club of Metropolitan Washington ADDY Awards

  • Bold Bite Dogs & Fries Identity, Gold
  • Oyamel Cocina Mexicana Apparel, Gold
  • Oyamel Cocina Mexicana Illustrations, Gold
  • Graffiato Identity, Silver
  • Rogue 24 Identity, Silver

American Advertising Federation, District Two ADDY Awards

  • Bold Bite Dogs & Fries Identity, Silver
  • Oyamel Cocina Mexicana Apparel, Silver

American Institute of Graphic Arts, AIGA 50

  • Bold Bite Tshirts
  • ADCMW Annual Show Call for Entries

Art Directors Club of Metropolitan Washington Annual Show

  • Graffiato Identity
  • Bold Bite Identity
  • Graffiato Environmental Graphics
  • Oyamel Alebrijes Illustration
  • Oyamel Tequila and Mezcal Festival Illustration
  • Annual Show Call for Entries Collateral
  • Bold Bite Dogs & Fries Logo and Icons
  • American Eats Tavern Logo
  • Potomac 18 Website
  • Atlas Arts Website
  • Hanks Oyster Bar Website
  • Kathy Worek Group Website


  • You Assist Website Nominee

Elle Decor

  • Latest and Greatest Hotels and Restaurants, Graffiato

Graphis Logo Design 8

  • Kolya Kutz Grass Logo
  • Wilson Woodworks Logo

HOW International Design Awards

  • Graffiato Identity
  • Rogue 24 Identity

I Heart Logos Season 3

  • Hot Yoga Nashville
  • American Association of Universities Golden Goose Awards

Logo Lounge Vol 7, Rockport Publishers

  • Oyamel Day of the Dead Logo

Print Creativity + Commerce

  • Oyamel Cocina Mexicana Day of the Dead Festival
  • Penney Design Group Identity
  • Rogue 24 Identity

Print Regional Design Annual

  • ADCMW Annual Show Call for Entries

Under Consideration: Art of the Menu

  • Commonwealth Gastropub


Advertising Club of Metropolitan Washington ADDY Awards

  • Amaryllis Floral & Event Design Website, Gold
  • Oyamel Day of the Dead Event Collateral, Gold
  • Sticky Fingers Sweets & Eats Logo, Gold
  • Amaryllis Floral & Event Design Stationery, Silver

Art Directors Club of Metropolitan Washington Annual Show

  • HRC 2010 Annual Report
  • Sticky Fingers Website

AIGA 365

  • Amaryllis Floral & Event Design Website

Communication Arts Design Annual

  • ADCMW Annual Show Collateral

Logo Lounge Master Library Vol 3: Shapes & Symbols, Rockport Publishers

  • RGB Consulting Logo

Print Regional Design Annual

  • Print Regional Design Annual, The Doerrer Group Identity


Advertising Club of Metropolitan Washington ADDY Awards

  • Kolya Kutz Grass Logo, Gold
  • Saving Grace Services Tshirts, Gold
  • Tupper-Butler Wedding Invites, Gold

AIGA 50 Biennial Show

  • Kolya Kutz Grass Logo

American Advertising Federation, District Two ADDY Awards

  • Saving Grace Services Tshirts, Silver

Art Directors Club of Metropolitan Washington Annual Show

  • Kolya Kutz Grass Logo Saving Grace Services Tshirts
  • Tupper Butler Wedding Invites

How Magazine International Design Annual

  • Saving Grace Services Identity
  • Saving Grace Services Tshirts
  • CommonWealth GastroPub Branding

How Magazine Website

  • Wedding Invitation Spotlight, June

Logo Lounge Master Library Vol 1: Initial & Crests, Rockport Publishers

  • Wilson Woodworks Logo


Advertising Club of Metropolitan Washington ADDY Awards

  • Neimand Collaborative/Robert Wood Johnson Foundation, Public Service Collateral, Gold
  • CommonWealth Gastropub, Elements of Advertising Logo, Gold
  • CommonWealth Gastropub, Sales Promotion, Gold
  • CommonWealth Gastropub, Newspaper Ad Campaign, Gold

Art Directors Club of Metropolitan Washington Annual Show

  • Neimand Collaborative/Robert Wood Johnson Foundation, CeaseFire Brochure, Silver
  • CommonWealth Gastropub Environmental Graphics
  • CommonWealth Gastropub Beer Butcher Tshirts
  • Success Markets Inc. Logo

Food & Wine, April Issue

  • CommonWealth Gastropub

Food & Wine Blog, October

  • The Hippest New Restaurant Side Dish: The Cotton Tee, CommonWealth Gastropub

How Magazine Promotion Design Annual

  • CommonWealth Gastropub Branding

How Magazine Website

  • Top 10 Sites for Designers

Letterhead & Logo Design 11, Rockport Publishers

PDN Photo Annual, Corporate Design/Photo Products

  • CeaseFire Brochure, Ed Kashi, Photographer


Advertising Club of Metropolitan Washington ADDY Awards

  • Washington Improv Theater, Direct Marketing, Gold