Most of the work I share early in a project is meant to feel a little uncomfortable. Not bad, just bold. Pushed further than the brief asked, into territory the client didn’t quite realise they were ready for. I never go too safe early on. It’s easier to pull things back than it is to start from something that feels soulless. Here’s a glimpse of some early concepts from the Energy Central project. Some bold, some more editorial, all exploratory. A lot of this won’t make it into the final brand, but that’s the point. It’s not wasted work – it’s what leads to a stronger result. The kind you wouldn’t arrive at if you played it safe from the start. This is how a team learns what they’re actually ready to stand behind. The directions you reject are often the ones that lead you to the one you commit to.

looks awesome

Static ad design set for a gut health brand.

Great work!