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Home service businesses don't need pretty branding. They need branding that survives the field.
A logo that holds up on a service van going 60mph. Submarks that don't pixelate on a uniform patch. Colors that look the same on a yard sign at noon and an estimate PDF at midnight. Most brand kits collapse the second they leave the designer's screen.
Built the full identity for Smart Value Pest Control, engineered for the field first, digital second:
→ Bold primary logo built to read clearly on vehicles, signage, and uniforms at distance
→ Secondary lockups + submarks sized for every real-world application (truck doors, polo embroidery, app icons, invoices)
→ Typography: Gotham for field signage and equipment, Inter for digital and documents
→ Deep blue / fresh green / soft sky palette, professional, approachable, holds up in print and on screen
→ Full brand kit organized so techs, dispatchers, and marketing pull the right asset without asking
A consistent brand in the field is the first system. The backend systems, booking, dispatch, follow-up, review capture, get built on top of it.
If you run a home service business and your brand looks different on every truck and every email, that's fixable in a week.
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AURA — Luxury Fragrance Website 🌸✨
AURA is a luxury fragrance website concept built around softness, atmosphere, and product storytelling.
The goal was to make the perfume feel almost weightless — combining dreamy skies, delicate pastel tones, translucent UI elements, and an oversized product visual to create an emotional first impression.
Special attention was given to:
• a product-focused hero that makes the fragrance the main visual anchor
• soft glassmorphism cards for fragrance notes, pricing, and product details
• an airy pastel palette inspired by clouds, light, and floral notes
• elegant typography that adds a premium editorial feel
• a fragrance selector that introduces different scents without distracting from the hero
• clear product discovery and shopping actions
• a mobile experience that keeps the same immersive visual atmosphere
• a lightweight mobile menu with product discovery and social touchpoints
The result is a soft, premium digital experience that combines luxury storytelling with clear e-commerce functionality.
Looking to create a distinctive website for your beauty, fragrance, or lifestyle brand? Let’s create something memorable ✨
The typography fits the fragrance vibe perfectly 🌷
I love building brands, but seeing them come alive on a website might be my favourite part.
some favourite web work from the archive
Great Job, Lucie
Aurum - Brand Identity System
When Aurum came to me, they had a name and a vision a studio that wanted to feel deliberate, architectural, and unapologetically bold in every space it touched. No logo, no system, just a line that stuck with me from our first conversation: "every wall is a decision."
That phrase became the seed for the entire identity. I started with the simplest possible geometry a square split by a triangle and built the mark from a strict construction grid so it would hold its proportions at any size, from a business card to a building-mounted sign. Once the mark was locked, I stripped the palette down to black, white, and grey. No color to hide behind just contrast, shadow, and negative space doing the work.
From there, the system grew outward: letterpress-style stationery with generous shadow and texture, exterior signage designed to read cleanly against brick and daylight, a minimal mobile app screen, and a tote bag that turned the brand's own tagline into a quiet piece of merchandise. Every touchpoint had to pass the same test does it still feel like Aurum at this scale, in this material, from this distance?
The result is an identity that's confident without shouting restrained enough for a business card, strong enough for a wall.
Curious how I'd approach building out a system like this for your own brand want to talk through it?
