Identities for ambitious brands

I love to create modern, thoughtful brands that align your strategy with your customer’s experience, creating something greater than the sum of its parts.


I love to create modern, thoughtful brands that align your strategy with your customer’s experience. Good brands are believable, resulting in engagement, loyalty and success. The best brands are evolving and constantly being refined.

My approach to branding is usually three-step. It starts with deep organisational understanding where I’ll explore how the company’s opinions and values will shape the future of their brand. I research a company’s vision, mission, values, perception, personality and positioning to create alignment with stakeholders and identify opportunities for brand defensibility and differentiation.

Once I understand the high-level aspects of the organisation, I explore the more personal, emotional and cultural aspects to inform the new brand and marketing strategy. The goal is to align the internal and external perceptions of the organisation e.g. how you want customers to view you vs. how you internally view yourself. I discover how the company feels about their current brand, what they’re hoping for, where the brand lives and what their users are saying about them.

The second step is concepts — once I understand the new brand direction, I can start exploring the new brand’s core visual identity. Brands are typically good for three things: helping consumers navigate between a range of choices, reassuring them of their choice and encouraging engagement. I explore a brand’s potential identity through moodboards and directional collages.

Lastly, once a brand direction has been selected, I’ll turn that direction into a living entity spearheaded by a strong, unique and identifiable logo. The logo is backed up by a versatile colour palette that resonates psychologically with the brand values as well as imagery, typography, iconography and visualisation. Towards the end, I formalise this into a set of brand guidelines with do’s and dont’s so anyone in the organisation can easily produce on-brand content.

Mass advertising can help build brands, but authenticity is what makes them last. If people believe they share values with a company, they will stay loyal to the brand.

Howard Schultz