A strong brand is not created by designing a logo and hoping everything else will follow.

It starts with understanding what the business stands for, who it wants to reach and how it should be perceived. From there, I build a complete visual identity in which every element has a purpose and works as part of the same universe.

My approach combines strategy, creative direction and design. I stay closely involved throughout the process, from the first conversations to the final files, making sure the identity feels distinctive, coherent and genuinely connected to the people behind the project.

The goal is to give you more than a beautiful result. You will leave with a clear, flexible system that can be used confidently across your website, social media, packaging, print materials and future brand applications.

We begin with a detailed conversation and questionnaire to understand your business, ambitions, audience, market and current challenges.

This phase helps us clarify the foundations of the brand, including:

Positioning

Target audience

Brand personality

Tone of voice

Key messages

Strategic and creative principles

These decisions are presented in a focused strategy document and guide every stage of the identity.

Before designing the logo, I explore two possible visual territories for the brand.

Each direction is presented through a carefully curated moodboard covering elements such as typography, colours, imagery, composition, textures and overall atmosphere.

You will select the direction that feels most relevant before we begin developing the final identity.

I develop up to three initial logo concepts based on the approved strategy and creative direction.

The chosen concept is then refined into a flexible logo system, which may include:

Primary logo

Secondary logo

Submark

Favicon

The different versions allow the identity to remain clear and recognisable across both large and compact formats.

A distinctive and practical colour palette will be created for the brand, including primary and supporting colours.

You will receive the necessary colour values for digital and print use, along with guidance on combinations and proportions to help maintain consistency.

I curate a typography system for headings, secondary information and body copy, with examples showing how the fonts should work together.

Font recommendations may include free or licensed typefaces. Any premium font licence must be purchased separately by the client, and a suitable free alternative can also be proposed.

Depending on the selected direction, I create the additional elements needed to give the brand a recognisable visual language beyond the logo.

These may include custom shapes, patterns, icons, illustrations, photography treatments or other graphic assets relevant to the project.

Once everything is approved, all final brand assets are organised and prepared for immediate use.

Files are supplied in the appropriate formats for print and digital applications, such as SVG, PDF, PNG and JPG.

You will receive a clear brand guidelines document explaining how to use the new identity consistently.

It covers the logo system, colours, typography, supporting elements and key visual principles.

The guidelines are accompanied by a selection of realistic applications showing how the identity can live across relevant touchpoints, helping you visualise the brand as a complete experience rather than a collection of separate elements.

The stages marked with an asterisk include up to two rounds of revisions.

Feedback is organised at key moments throughout the project, allowing us to refine the work while keeping the process clear, focused and moving forward.