Most startups launch with a brand made in a hurry. It works for a while, until the product matures, the team grows, and the identity starts telling a smaller story than the company actually has.

I design identity systems that close that gap. A logo, typography, color and visual language built together, so your brand reads as clearly as your product works.

My approach is editorial and typography-led. I avoid trend-driven shapes and generic startup aesthetics, and focus on a small set of decisions that make a brand recognizable and give it room to grow.

Every project starts with your positioning: who you’re building for, who you compete with, and how you want to be perceived by users, investors and future hires. From there I develop a direction, present the reasoning behind it, and refine it with you until it’s right.

The identity is designed to work everywhere it needs to, from your website and pitch deck to your product interface and social channels.

The result is a brand that matches the quality of what you’ve built, and holds up as the company scales.

If your product has outgrown your brand, let’s talk.

Brand Strategy A short discovery phase to define positioning, audience and personality. This becomes the brief every design decision answers to, and is delivered as a one-page brand foundation.

Creative Direction A visual direction covering typography, color, imagery and overall tone, presented with the rationale behind each choice before any logo work begins.

Logo System Wordmark, symbol where it’s needed, and responsive versions for small sizes and app icons. Refined with you until final, delivered in all formats (SVG, PNG, PDF) in RGB and CMYK.

Visual System Typography hierarchy, color palette, graphic elements and layout principles, applied to key touchpoints such as a pitch deck template, social templates and a website direction.

Brand Guidelines A guide covering logo usage and restrictions, color, typography, layout, imagery and tone of voice, with real examples, delivered in Figma and PDF so your team can use the brand without depending on me.