Approach
There's already a story behind your brand. The reason you started. The things you care about. The way you work. The odd little details that make it yours.
My job is to uncover those things, understand where you want to go next, and turn them into a brand people can see, feel and remember.
When we work together, you’re working with a brand designer, but also a guide, a translator and a creative partner throughout the process. I help businesses become more themselves.
Uncover.
Some of my favourite questions have very little to do with branding at first, and that’s my point.
I want to know why you started. What made you stick with it. What you’re proud of, what has gone wrong. What you're trying to change.
People reveal so much more through stories than through a list of brand adjectives. Somewhere in those stories are the details that your competitors can't copy.
Your brand doesn't need to be invented, it needs to be uncovered.
Understand.
Stories collected, how does this integrate into the real world?
I look at your audience, your market, your competitors and where your business is heading. What are people already seeing? What has become predictable? Where is there an opportunity to do something differently?
This is where the creative meets commercial. Defining who you are, your audience, your direction and your difference.
I'm interested in where you are now as much as where you want to be. Because if a brand tries to jump too far ahead of the business, it can start to feel disconnected.
I'd rather build the next version of your brand from something that already feels true.
Translate.
We know why, we need to know how. Your stories, your audience, the research, your ambitions and all those little details we've uncovered start to form a clearer picture.
My job is to find how this translates to the brand itself, the strategic foundation for the creative work. I think of how your story can be placed into the hands of your audience.
Knowing your brand’s purpose not only keeps the design on track, it helps with longevity and a strong brand positioning.
Express.
The strategy becomes a visual identity through typography, colour, logo design, illustration, imagery and all the little visual decisions that give a brand its personality.
Here the brand becomes the experience.
Maybe a colour captures the energy of the person behind the business. Maybe typography gives the brand a more personal voice. Maybe an illustration tells a part of the story that a logo or photo never could.
The creative needs to balance feeling like you, and make sense to the people you're trying to reach.
Exist.
So how does your brand work in the real world?
The identity is built into a cohesive system, so the pieces work together.
Your website, social media, packaging, signage, campaigns, printed materials, merchandise. Whatever your business needs to communicate.
It helps create moments, stories and visual details that people recognise as yours.
Grow.
The aim isn't to create a brand that only I know how to use.
You might want to take the brand and run with it yourself. You'll have the guidelines, assets and understanding you need to do that with confidence.
Or perhaps you'd like me to stay alongside you as it grows.
I can continue creating campaigns, social assets, marketing materials and new pieces of the brand as your business evolves.
Sometimes you need a brand you can confidently take forward yourself. Sometimes you want a creative partner who already understands the world we've built together.
Ethos
Stories over trends.
Your unique story is harder to copy.
Curiosity over assumptions.
The right question can change the whole direction of a brand.
Authenticity over invention.
You shouldn't have to pretend to be a business you're not.
Connection over corporate.
People remember how something made them feel.
Strategy gives your story direction, creativity makes your story seen.