We believe it’s possible to change the world by posing the right questions, listening to the honest answers, and following the path that emerges.

What does 5 by 5 mean?

What does 5 by 5 mean?

Our name defines our commitment to you.

The first broadcast messages were rated for clarity and strength, each on a five-point scale. Only those that transmitted “loud and clear,” could be called 5 by 5.

Toggle Answer

We seek

Assuming nothing, we ask everything and combine your responses with our own observations and research.

We find

The opportunities soon become obvious, even if unexpected. Strategy, content, and application all come together.

We wow

Experience has taught us how to apply creativity to our discoveries—producing strategic communications that successfully position and strengthen brands.

What we do


Our discovery process includes marketplace assessments, audits, audience research, and creative brainstorming. It’s a method that reveals opportunities while guiding your team to consensus.


We help you define your unique brand story—who you are, what sets you apart, and ultimately, why it matters—then put a plan in place that will effectively move the needle.


From a clear message platform and naming to logo design, comprehensive visual systems, and brand guidelines, our team delivers the tools you need to support a strong brand.


We offer full creative and project management services for all your communications—including collateral, websites, events, packaging, signage, environmental design, videos, and electronic communications.

What we don’t do

Some things in marketing are very specialized—public relations, SEO targeting, social media management, ad placement. When you need these services, we collaborate with or refer you to experts in the field.


Diana Lillicrap

Strategist, Communicator, Detail Manager—your point person every step of the way

5 things to know about Diana:

  1. She’s called the “velvet hammer” because she asks tough questions (but in the nicest possible way).
  2. She’s always up for a coffee and a chat.
  3. She’s a Minnesota farm girl who’s surprisingly strong.
  4. She’s a visual thinker, but she can’t draw (or sing!) to save her life.
  5. If you tell her something about yourself, she’ll remember; she cares about the people she works with as much as she cares about the work.

Wendy Ruyle

Explorer, Designer, Quality Controller—your creative director who makes sure ideas work

5 things to know about Wendy:

  1. She believes good design moves people ... to think, to feel, to act.
  2. She does her best work after 10:00 a.m.
  3. She thinks a walk or a bike ride will almost always give you ideas to solve a problem.
  4. She will never make a snap decision. She likes to take time to consider the options.
  5. If you like independent theater, ask her what to see this weekend.

5 by 5 Design is certified as a Women’s Business Enterprise (WBE) through the Women’s Business Enterprise National Council (WBENC), the nation’s largest third party certifier of businesses owned and operated by women in the US.

We recognize the commitment to supplier diversity that is embraced by corporations and government agencies today, and we can add diversity to your supply chain.

How can we help you?

Going Up?


Advice and tips delivered 4x a year. Sign up!