Identity work done properly. Brand systems that hold at every touchpoint, documented so your team can use them.
from £500
Brand isn't decoration.
It's infrastructure.
Scope of work
What’s included
- Brand strategy & positioning
- Logo & visual identity
- Typography & colour systems
- Brand guidelines & usage rules
- Stationery & print design
- Digital asset production
The approach
How I think about it
A brand isn't a logo. It's the system that holds when everything around it changes.
When the website gets rebuilt. When the product launches. When someone hires a junior designer who's never seen the original brief.
I design identity work as infrastructure. The logo is one output.
The system around it does the real work: the type rules, the colour logic, the photography direction, the tone of voice.
Every brand I build gets documented carefully. Not a hundred-page PDF nobody reads.
A working guidelines reference your team can pick up and use.
Process
How I work
- 01
Discovery
I start by understanding your business, your audience, and the market you operate in. This shapes every creative decision that follows.
- 02
Direction
I present two or three distinct creative directions. You choose one. No death by committee. Just a clear path forward.
- 03
Refinement
I develop the chosen direction into a complete identity system, refining until every detail is right.
- 04
Delivery
You receive a complete, organised brand package: files, guidelines, and everything you need to start using your identity from day one.
Selected work
What I’m putting my name to
Apexify, built in-house
The brand you're looking at right now. Every system rule, every type decision, every colour, documented and used consistently across every surface.
More work coming as it ships.
What this isn’t
Work I don’t take on
- Brand refreshes that change a colour and call it new.
- Logo-only engagements without a system around them.
- Decks that look great in the deck and fall apart in production.
How I work commercially
Engagement model
Fixed-scope projects
Clear deliverables, clear timeline, clear price. No scope creep, no surprise invoices.
Monthly retainers
Ongoing capacity for clients who need it. Cancel monthly.
Founder-direct contact
You talk to the person doing the work. No account managers, no proxies.
No meeting bills
I bill for work, not for meetings about work.
Quick answers
Common questions
Typical engagements run 6-10 weeks from kick-off to delivered system. Faster is possible for tighter scopes; slower if I'm also doing strategy work upfront.
Both. About half the brand work I do is refining or rebuilding existing systems rather than starting from scratch.
A clear-headed conversation about what the business does, who it sells to, and what isn't working about the current identity. I handle the rest.
I present two or three distinct creative directions in the Direction phase specifically so you have a real choice. If none of them land, I recalibrate before going further. No surprises at delivery.
No. I do logo work as part of an identity system. A logo without the system around it doesn't survive contact with a real business.