( branding )
Identity systems for brands that sweat the details.
Branding
A brand is the story your market tells when you're not in the room. I build identity systems that make that story specific — and that survive contact with a real product, because the same person designs them and builds them.
( what it covers )
Brand Strategy
Before anything gets drawn, we settle who you're for, what you stand for, and why that matters in a category getting louder every year. Everything downstream — the site, the deck, a new hire's first week — then points at one decision instead of arguing with it.
Visual Identity
Logo, colour, type, motion, and the rules that hold them together. Built to read as credible in a room and distinct in a feed, and specified tightly enough that it still looks like you when somebody else applies it.
Messaging
The language your product actually earns. I translate what it does into words your buyers already use, in a framework that flexes across a site, a deck and a post without going vague in the process.
Digital Systems
Most identities break the moment they meet a real website. I hand over tokens, components and motion rules a front end can implement literally — because I build the front end too, and I know what a PDF leaves out.
( identity work )
( how it runs )
- 01
Audit
Everything you have already shipped, read the way a stranger reads it. Competitors, category, and the distance between what you mean and what actually lands.
- 02
Direction
Two or three routes, argued rather than decorated. You choose a position, not a picture — and you can say why in one sentence.
- 03
System
The chosen route built out: type scale, palette, motion, and the rules that keep it coherent when it is under pressure from real content.
- 04
Handoff
Files, tokens and documentation — and, if you want it, the build itself, so nothing is lost in translation between the design and the thing people use.
( in practice )
