Identity
Give the business a visual language of its own.
A strong identity gives the business a distinct point of view and a visual system that can hold together as it grows. I shape that system around the position the business wants to occupy and the impression it needs to make.
The business can change long before its identity does.
When that gap becomes visible, the identity can start working against the progress already made. For a new venture, the challenge is different: there is no existing reputation to lean on. The work has to create confidence in what the business is becoming.
A system shaped around the business.
Projects can range from a focused visual identity to a broader strategic engagement. The scope is defined by the role the identity needs to play, with applications developed around where it will actually be used.
Find the idea worth building around.
The strongest direction usually comes from something specific to the business. I look for the tension or idea that can carry the work, then use it to guide the creative direction.
Discover
- Business and stakeholder discussions
- Audience and market research
- Competitor review
- Existing identity assessment
I start by getting close to the business and the context around it. The aim is to identify the opportunity the identity needs to address before deciding how it should look.
Define
- Brand strategy and positioning
- Messaging direction
- Creative brief
- Art direction
The research is turned into a clear creative position, giving the identity a basis for the decisions that follow.
Develop
- Visual identity design
- Typography and graphic elements
- Supporting brand applications
- Design refinement
The direction is pushed through typography, image-making and the applications that matter most. Ideas are tested in context so the identity develops as a coherent system.
Deliver
- Brand guidelines
- Final artwork and assets
- Production-ready files, where required
- Handover and continued support
The final system is prepared for use, with guidance and assets shaped around the people who will be working with it.
Let the identity reflect where the business is going.
If you're building something new or the current identity no longer fits, we can start with what the business needs from the work.