Capabilities
What I do, and how I work.
Group 01
Strategy and direction
- Brand positioning input
- Competitive and category review
- Audience and context research
- Visual territory development
- Art direction
- Stakeholder presentation and rationale
Group 02
Identity systems
- Logo and lockup design
- Colour systems and contrast checking
- Typographic hierarchy and type scales
- Layout and grid systems
- Iconography and graphic devices
- Brand guidelines and documentation
Group 03
Applied and production
- Packaging and range architecture
- Print and large format
- Campaign and social asset systems
- Editorial and presentation design
- Digital brand application and web
- Print ready artwork and handover
Tools: Figma, Illustrator, Photoshop, InDesign, After Effects
Process
How I work.
The order matters more than the stages themselves.
Scope
Agree what the identity has to do, who will apply it and where it will be seen, written down before anything is drawn.
Account lead, client stakeholders
Direct
Two or three distinct territories with the reasoning behind each, presented with enough real difference to make the choice meaningful.
Creative director, client
Build
The chosen route developed into a working system: marks, colour, type, layout and the rules that hold them together under pressure.
Designers, copy, print partners
Hand over
Guidelines, files and templates prepared so the team can apply the system without coming back for permission.
Client marketing, internal teams