App, web, brand
and build expert

Before any visual decisions are made, the strategy needs to be clear. Who are you for, what do you stand for, and why does it matter more than your nearest competitor? This layer is what separates brands that last from logos that date.

• Positioning & differentiation
• Audience definition & persona work
• Competitive landscape mapping
• Brand values & personality attributes
• Naming — new brands & product lines

The mark, the palette, the type, the system. I design logos that work at 16px and on the side of a van — and build the full visual language around them so the brand feels intentional everywhere it appears.

• Logo design — wordmark, icon, lockups
• Colour palette — primary, secondary, accessible
• Typography selection & pairing
• Iconography & illustration style
• Photography & art direction guidelines

A brand that can't be applied consistently by other people is a brand that only exists in one designer's head. I build guidelines that are specific enough to maintain quality, but flexible enough that your team can actually use them.

• Usage rules — dos & don'ts
• Logo clear space & sizing
• Colour usage & accessibility ratios
• Typography hierarchy & usage
• Digital & print application specs

Brand that lives only on screens is only half a brand. I design the physical touchpoints — the things people hold, read, and remember — with the same rigour as the digital identity.

• Business cards & stationery
• Brochures, decks & sales materials
• Packaging & label design
• Signage & environmental graphics
• Print-ready file preparation

Your brand needs to perform in feeds, inboxes, and product interfaces — not just on a PDF of guidelines. I extend visual identities into the specific formats where they actually live.

• Social media templates & assets
• Email design & HTML templates
• Digital advertising formats
• Presentation & pitch deck design
• Brand application to UI components

When brands grow they get complicated — sub-brands, product lines, acquired companies, regional variants. Brand architecture is the decision framework that keeps it all coherent without looking like four different companies.

• Parent / sub-brand relationships
• Product line naming & visual logic
• Endorsed vs. standalone brand models
• Rebranding & merger identity work

How a brand sounds is as distinctive as how it looks. Tone of voice, vocabulary, messaging hierarchy — these are the things that make copy feel ownable rather than generic. I work on the verbal layer either standalone or as part of a full brand project.

• Tone of voice definition
• Messaging hierarchy — what to say, in what order
• Tagline & strapline development
• Copy review & voice application

Rebrands are more complex than starting fresh — there's equity to protect, stakeholders to manage, and rollout to plan. I've led brand evolution projects that modernised identities without losing what people already associated with the name.

• Brand equity audit — what to keep
• Stakeholder workshops & alignment
• Evolved vs. revolution decision frameworks
• Phased rollout planning
• Internal launch & adoption support

At minimum: logo suite (primary, secondary, icon), colour palette, typography system, and usage guidelines. Most projects also include collateral design — business cards, letterheads, social templates — and an extended guidelines document your team can actually use. The exact scope depends on your stage and budget, and I'll be straightforward about what's necessary versus nice-to-have.

It starts with a discovery phase — a structured conversation about your business, your audience, and what you want the brand to do. From there I move through strategy and mood boards, to initial logo concepts, to refinement and full identity development. There are clear review stages so nothing comes as a surprise, and I'll explain the thinking behind every decision.

Yes, and rebrands are often the more interesting problem. The question isn't just "what should it look like" — it's "what equity exists in the current brand, and how do we preserve it while moving forward." I approach rebrands forensically: auditing what's working, identifying what needs to change, and designing an evolution that feels intentional rather than arbitrary.

Every brand project ends with a guidelines document built for actual use — not a 60-page PDF that gets opened once and forgotten. I structure guidelines around the decisions people actually have to make: what colour goes on what background, which typeface for headlines vs. body, how the logo behaves at small sizes. Delivered as a shareable PDF and, where needed, a Figma library your team can work directly from.

Yes — and I'd argue you need someone who can do both for the work to hold together. Visual identity that isn't grounded in strategy is decoration. Strategy without someone who can execute it visually stays on a deck. I work across both layers, which means the thinking and the look are always aligned.