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Most of my projects look pretty chaotic before they start making sense.
Too many references. Bad ideas. Type tests. Color studies. Directions that go nowhere.
I used to think that was something I needed to avoid.
Now I know it’s just part of the process.
Somewhere between all the discarded ideas, the right direction starts to show up.
Good branding rarely starts looking good.
The network for creativity
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Creatives on Contra have earned over $150M and we are just getting started
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I’m a logo and brand identity designer creating polished, memorable visuals for beauty, wellness, and lifestyle brands.
I help founders turn early ideas into a clear visual identity, from logo concepts and color direction to social-ready brand assets. My work combines refined typography, modern minimalism, and a strong eye for premium aesthetics.
Available for logo design, visual identity, and brand design projects.
Beauty and wellness brands live or die on how the identity feels, not just looks. Do you find clients in that space come to you with a clear sense of their aesthetic already, or is a lot of your first-round work helping them figure that out?
Another rejected concept for Forecast AI — a budgeting app that predicts your future spending habits rather than just tracking your past ones.
This brand concept was based around a crystal ball leaning into the more magical and mysterious side of predictability and AI.
Rejected concepts are always the more interesting share, they show the road not taken. The crystal ball angle for predictability is such a clever metaphor. What actually got this one cut, too whimsical for a fintech client, or did the chosen direction just test better?
You copied the competitor's design because it was working for them.
Now you look like a weaker version of someone else. Their design worked because it was theirs.
💯 ....Discover what works for you also. Do your homework!