A branding designer for a coherent identity.

A logo is an important part of an identity, but it cannot do everything on its own. Typography, colour, imagery and graphic elements shape how an organisation is recognised across its website, publications, campaigns and everyday communications.

I develop these elements as a connected system rather than a collection of isolated designs. The aim is an identity with enough consistency to be recognisable and enough flexibility to work in different contexts.

Branding begins with understanding your purpose, audience and what makes your organisation different. Those conversations give the visual work a foundation: what the identity should communicate, what needs to change and what is worth keeping.

From there, I explore design directions, develop the chosen approach and work through its applications. Brand guidelines help carry that thinking forward, giving the people who use the identity a clear reference for typography, colour and layout.

For Forest IQ, the identity and digital design make a complex subject — forest-risk data — more approachable. For William Morris Design Line, a bold typographic identity and flexible graphic language connect a programme, website and streetscape.

These projects have different audiences and settings, but both need an identity that holds together in real use. With over 15 years’ experience across studios, in-house teams and independent practice, I bring strategic thinking and attention to detail to that process.