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Before any software gets touched, this is where every logo starts.
Pen, paper, and 20+ rough concepts that will never see daylight.
People assume design happens in Illustrator or Figma. It doesn't. It happens here, in the messy, unfiltered thinking stage where bad ideas get out of the way so the good ones can show up.
Most of what's on this page won't make it to the final brand. And that's the point. Sketching fast and rough means I'm not precious about any single idea, I'm just chasing the one that actually fits the brand's story.
By the time I open my screen, I already know which direction is worth building.
Slow down before you speed up. It shows in the final work.
The network for creativity
Join 1.25M professional creatives like you
Connect with clients, get discovered, and run your business 100% commission-free
Creatives on Contra have earned over $150M and we are just getting started
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When does a hand-drawn logo make sense for a brand?
In this case, a Barcelona-based creative studio founded by a team with decades of combined experience approached me wanting a hand-drawn identity that would feel unexpected for a team like them, a way to signal creativity and distinction.
They came with a strong concept: the sediment at the bottom of a wine glass. What stays after everything else fades. A nod to what good work leaves behind after years of experience.
The entire identity is built on hand-drawn illustration, so the logo needed to do something different. With so much personality already living in the visuals, we went for a logotype with weight and presence, something that could anchor the brand and communicate their expertise.
The hand is still there. Just in a different form.
Do you think hand-drawn elements are being used more as a trend than as an intentional choice?
Looks super cool! Love the craft behind every branded element, from type to illustration. I believe it makes the brand very strong and consistent
Designing logotypes is one of the things I enjoy most about my job and one of the most rewarding.
This direction wasn't chosen by Soulty, a new Italian summer footwear brand.
We moved on to another proposal that worked better for them, and I agree with that choice.
But I still really like the work done here.
PlanetF1 Rebrand 🏁
PlanetF1 is one of the world’s leading independent Formula One media platforms, established in 1999 and part of the Planet Sport Group. Known for its global audience and trusted race coverage, it delivers breaking news, analysis and live weekend reporting to millions of F1 fans worldwide.
I led the rebrand and wider visual overhaul of the platform. Working closely with key stakeholders, I drove the research and discovery phase before designing and presenting a refreshed identity system built to position PlanetF1 as a modern, digital-first brand for Formula One audiences.
The identity needed to feel fast, precise and unmistakably connected to the sport, while elevating the platform’s presence within an increasingly competitive sports media landscape. It also needed to support high-frequency publishing across news, live coverage and social content.
The final identity introduces a new icon inspired by the Formula One “mini-map”, acting as a directional system to reflect speed, positioning and race tracking. Supported by updated brand guidelines and enhanced motion capabilities, the system creates a more dynamic and consistent visual language across digital and social platforms, strengthening PlanetF1’s presence as the sport moves “On the Grid”.
