Creating brand identities and websites that help businesses connect with the right people.

I use a simple four-part process to take projects from an initial challenge to a brand that works in the real world: Identify what needs to change, Define the direction, Explore the possibilities and Apply the idea across the right touchpoints.

• Identify–

  I start by understanding the business, its audience and the reason for change. This may include conversations, an audit of the existing identity and a review of the wider market. The goal is to identify the real problem before designing anything.

• Define+

  I turn what I’ve learned into a clear direction for the project. Together, we agree on what the brand needs to communicate, what should change and what success looks like. This gives us a shared point of reference for the decisions ahead.

• Explore+

  I develop a range of creative directions and explore how each could work through identity, language and digital design. The strongest ideas are refined and considered against the direction we’ve agreed—not simply chosen because they look good.

• Apply+

  I develop the chosen direction into a clear and consistent brand system. Depending on the project, this might include identity assets, guidelines, communications and a website. The goal is to create something distinctive, practical and ready to use.