Before we touch any visuals, we need to go deep into the “why” behind your brand. I’ll guide you through a set of questions and conversations that uncover your story, your values, your audience, and how you want to be perceived. This isn’t a surface-level Q&A, it’s about getting to the core of what makes your brand unique and why people should care. Goal: Establish a clear foundation we can design from - not based on trends, but on strategy.

Once we’ve defined what your brand stands for, it’s time to explore how that message is expressed visually. Through a curated moodboard, I begin shaping the tone, personality, and emotional feel of your brand. This includes references for color palettes, typography styles, layouts, textures, imagery. It’s not just about what looks good, it’s about creating a visual language that feels like a natural extension of your values and voice. This stage is also collaborative - I want your feedback here. It’s where we make sure we’re aligned before jumping into design execution. Goal: Establish a focused and intentional visual direction - a north star that guides everything we create moving forward.

The logo is often the first thing people see, and the one element that follows your brand everywhere. At this stage, I translate your strategy into 2–3 strong logo concepts that combine functionality with meaning. Each one is built to reflect your brand’s personality, purpose, and tone, whether it's minimal, expressive, traditional, or bold. I’m not just designing for one space. These logos are crafted to work from the physical world to the digital one, from business cards, packaging, and signage, to websites, social media posts, and app icons. I consider size, clarity, and responsiveness at every step, so the logo holds its presence across every touchpoint. This phase is collaborative, we’ll review the concepts together, talk through the reasoning behind each direction, and move forward with refinements until the identity feels right and real. Goal: Design a meaningful, versatile logo that adapts across formats and helps people recognize and remember your brand wherever they see it.

Color does a lot of heavy lifting in how a brand feels, it triggers emotion, builds recognition, and communicates values before a word is even read. Based on your brand’s personality and goals, I’ll craft a well-balanced color system that works across both print and digital. This includes primary, secondary, and accent colors, with proper contrast ratios, emotional intent, and flexibility across various use cases. I’ll also provide usage recommendations so your palette stays consistent and intentional. Goal: Build a flexible, expressive palette that feels uniquely yours and performs well in every environment.

Typography isn’t just about choosing a nice font, it’s about giving your brand a voice. From bold, expressive headlines to clean, readable body text, your type system should reflect both your personality and professionalism. I’ll select (or suggest licensing for) primary and secondary typefaces, define sizing, spacing, hierarchy rules, and pairing logic. If needed, I’ll also provide web-safe alternatives and a fallback stack to keep things functional across platforms. Goal: Establish a clear, consistent type system that brings structure, tone, and visual rhythm to your communication.

At this stage, I help define the style of the images, graphics, and visual elements that will consistently bring your brand to life. This could mean choosing between photography styles, whether authentic, candid photos or highly polished, stylized shoots, or deciding if 3D renders, illustrations, or abstract shapes better express your brand’s voice. It’s about creating a cohesive visual approach that complements your logo, color palette, and typography, and speaks directly to your audience. I also consider the mood, lighting, color treatment, and composition rules for images, so everything feels intentional and aligned. Goal: Craft a unique visual language that enriches your brand storytelling and makes every piece of content unmistakably yours.

All the pieces come together in a clear, organized brand guide. This document shows how to use your new identity correctly and consistently. It includes logo specs and spacing, do’s and don’ts, typography rules, color codes, visual examples, and more. Everything a team member or outside partner would need to keep your brand looking sharp. Goal: Give you a tool that protects your brand and empowers others to use it well.

You’ll receive a complete, organized folder with all final assets: logo files in various formats (AI, SVG, PNG, etc.), font files or links, color values (CMYK, RGB, HEX), and anything else we created. Everything will be optimized for both print and digital use. Goal: Make sure you’re ready to use your brand confidently, no missing files, no confusion.

A strong brand identity is just the beginning. If you want help applying your new visuals to packaging, web design, content, or other brand materials, we can continue working together. I offer ongoing design support to make sure everything stays on-brand and evolves the right way. Goal: Be your creative partner beyond the identity, because brand consistency builds trust over time.