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after presenting more brand directions than I can count, one thing I’ve learned: I never jump straight into showing the visuals.
first I want to establish what we're actually trying to solve.
what we heard from the client. what they want to be known for. where they sit in the market. what needs to feel different.
then the big idea, and how it translates into type, colour, imagery and graphic elements.
only then the designs.
context changes how you judge the work.
Love this approach. Do you usually present the brand directions as moodboards first, or jump straight to logo options after the strategy slide?
This is so true. When you explain the goals and the market first clients judge the designs on whether they actually work instead of just whether they like the color.
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> this hit me. never thought about it like that - art that was made to make everyone same, now used to talk about finding yourself. super clever work.
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Art built to make everyone the same, now used to talk about finding yourself, is a brilliant flip and you described it better than the caption did. The halftone grain and that limited red, navy and cream palette carry the whole message. Sharp eye for sharing this.
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Fillerkosm Brand Identity
Fillerkosm is a brand identity project built at the intersection of science, beauty and precision.
The creative process started from the meaning behind the name itself: Fillerkosm combines the world of aesthetic medicine with kosmos, the Greek idea of order and harmony. From there, I explored visual references connected to chemistry, space and refined beauty, with the goal of creating an identity that could feel technical, authoritative and premium without becoming cold or overly clinical.
The logo was developed as a direct extension of this concept. Two elliptical forms move through the wordmark like planetary orbits, while the circular elements at their extremities also suggest a molecular structure. The result creates a deliberate duality between the scientific precision of aesthetic medicine and the broader idea of harmony, balance and universal beauty.
Rather than designing a logo in isolation, the objective was to build a coherent visual language capable of expressing reliability, innovation and elegance across every brand touchpoint.
Monochrome with that one soft pink moment in the last shot. Really restrained.