Tool Finder Branding 🔎 Tool Finder helps users make informed buying decisions through honest software reviews, comparisons and educational content. I reimagined the brand across YouTube and the web, developing a cohesive identity that strengthens recognition, reflects its authority and creates a consistent presence across every digital touchpoint. When Francesco first reached out, Tool Finder had never established a true brand identity. The goal was to create a scalable brand system that could evolve alongside the business as it continued to grow its YouTube channel, website and future ventures. The identity needed to feel like a modern media brand rather than another software company. It had to balance playfulness and approachability with professionalism, while remaining distinctive in an increasingly competitive market. The result is a flexible identity system centred around the new 'Finder' mascot. Designed to adapt across content, digital products and marketing, the brand gives Tool Finder the foundations to grow with confidence and establish itself as the go-to destination for discovering, comparing and exploring better software.

Great Work

🦁 Logo Design Poll: Which direction feels stronger?

I explored two different logo directions for Lion Bay Frozen Seafood, keeping the same brand name but giving each concept a distinct personality. 🔴 Option A feels more refined and story-driven, combining the lion, ocean, and fishing boat to create a strong sense of identity and heritage.

🔵 Option B takes a bolder, more powerful approach with a striking lion illustration and a badge-style composition that feels energetic and memorable.

Both could work for a seafood brand, but they communicate very different personalities. 👇 Which one would you choose for the brand?

🦁 Option A – Classic & Story-driven 🔥 Option B – Bold & Powerful

Option A's got more narrative depth with the lion-ocean pairing, but B feels bolder at small sizes. Did you test both in context — packaging vs. digital?