Portfolio
Selected work from the last nine years, with the reasoning attached. Every project here includes the brief, the constraints, what was tried and discarded, and what actually happened afterwards.
[Project one] — Brand identity for a specialty coffee roaster
A wholesale-first coffee brand that needed to work on a café counter and a shipping carton at the same time.
[Project two] — Packaging system for a D2C skincare range
Twelve SKUs that had to be distinguishable at arm's length and coherent as a set.
[Project three] — Visual identity for a paediatric clinic
Credible enough for parents, warm enough for the children in the waiting room.
[Project four] — Interface design for a logistics dashboard
Six hundred data points, four user roles, one screen that had to be readable at 3am.
[Project five] — Social media system for a fitness studio group
Eight locations posting independently, one brand that still looked like one brand.
[Project six] — Investor deck for a Series A fundraise
A narrative that held up when read without the founder in the room.
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Categories I know the constraints of
Category experience matters because the constraints differ enormously. A food brand has to survive being printed on flexible film; a clinic has regulatory limits on what it can claim.