Identity work done properly. Brand systems that hold at every touchpoint, documented so your team can use them.
from £500
See all pricing →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
Simms & Farrell Publishing
A brand-new publisher who chose a proper identity before the first book shipped. Mark, wordmark, type system and a genre palette that clears WCAG contrast on every cover — documented so the founders can run it themselves.
Read the case studySee also: the Apexify identity you are looking at.
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 — 50% to start, 50% on delivery, and finals released when the balance clears. 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.