A logo is one thing. Giving it a whole personality is another. 👀

I picked a few of my branding projects to show what happens beyond the logo.

First, the logo on its own. Then, the full visual identity: colours, typography, graphic elements, patterns, packaging, and all the little details that make each brand feel like itself.

Because I don't want a logo to just look good sitting on a presentation slide. I want to see what it can become when it gets out into the real world.

Every project has a different story, personality, and visual direction. And that's probably my favourite part of brand design: figuring out how to turn one initial idea into a whole visual language.

Swipe through and meet the logos, then their bigger personalities. ;)

A logo is the starting point. The fun really begins after that.

Clever use of the lightning bolt in the EMS logo!

Pulsix started with a question: how much of a sportswear identity can you fit on the front of a cap?

I designed the brand around an angular X with a pulse cut through its center. On a pink cap, the chartreuse X can stand alone. On a billboard, the photograph and “Future is now!” headline take the lead. In this loop, the black Pulsix logo anchors a moving grid of apparel, campaign graphics and digital layouts.

My roles: Brand Designer, Graphic Designer, Motion Designer. Tools: Adobe Illustrator, Adobe After Effects, Figma.

Full case study: https://contra.com/p/XvP3ccE3-pulsix-sportswear-brand-identity-and-motion-design

Where would you try the X first: on the cap or in motion?

I'd try it on the cap first. Motion can borrow the pulse cut once the static X proves it holds up at small sizes, and the watch face already hints that it does. Did the pulse line change shape between the cap and the animated loop?