Brand strategy, visual identity and creative direction.
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The brand was letting them down. The rebrand that made Buzzbike impossible to miss and doubled membership in 12 months.
Buzzbike · Bike Subscription Service
Visual Identity | Brand System
"Don't Buy This Bike." Waitlists followed. Inventory gone in 14 days. The ad creative that beat everything else for two years.
Buzzbike-EZ · Premium E-Bike Subscription
Sub-Brand | E-Bike Launch Campaign | Meta Ads | OOH
WeWork's most ambitious project. An entire London neighbourhood with its own identity.
wework · Flexible workspace
Visual Identity | Brand System
The founding identity of x+why, one of the UK's most purposeful workspace and hospitality providers. From one building to thirteen.
x+why · Flexible workspace and hospitality
Visual Identity | Brand System
The purpose playbook featuring Patagonia, Innocent, Allplants and more. From a research paper to the book people send to their CEOs. A movement that keeps growing.
x+why / Mission Lit · Better Business
Brand System | Book Design | Digital Design
Issue one: 810 copies, 57 pitches for the next. Four issues later, the community is still burning.
x+why / Mission Lit · Better Business
Editorial Design and Art Direction
From functional to fashion-forward. The rebrand that helped save a British luggage icon.
Antler Luggage · Travel, fashion and lifestyle
Visual Identity | Brand System
The sister brand that needed its own voice. Bold enough to earn the exclamation mark.
Revelation! Luggage · Travel, fashion and lifestyle
Visual Identity | Brand System
Six weeks to launch a secret. The world debut of the X-M1, hydrogen propulsion for the open sea. 48.1 million industry impressions.
Hypermotive · Hydrogen Engineering
Creative Direction | Website | Launch Campaign
From a big idea to a defined brand. Essense Business School, nurturing a different way of doing business.
Essense · Business School
Brand Story | Visual Identity | Brand System
Elevating the Innate brand to attract investors. Premium enough to win the room, grounded enough for the people who will live there.
Innate · Coliving
Visual Identity
Sống means "to live." The content brand that made Ecopark's 300,000 residents care, then share. 7,191% more social engagement.
Ecopark Hanoi · Real Estate
Visual Identity | Brand System | Social Content
From idea to investor-ready. The brand that made the app believable.
Mowly · Fintech
Brand System | Venture Idea Test
From Cao Bang to the world. Brand and e-commerce for Kilomet 109.
KIlomet 109 · Sustainable Fashion
Visual Identity | Website | Launch Campaign
Brand identity for the movement turning mum energy into climate action.
Mothership · Sustainability Movement
Visual Identity | Social Media Design System
A fitness platform for creators. An identity system built to amplify every one of them.
Relm · Fitness Creator Platform
Visual Identity | Brand System
Visual identity for the regenerative living podcast changing the conversation.
New Table Podcast · Sustainability Podcast
Visual Identity
Warm, energetic identity for the startup helping businesses measure what matters.
Tuu · Ecotracking Startup
Visual Identity | Social Media Design System
From ghosted to VC conversations. A pitch deck for the startup electrifying fleets without scrapping a single van.
Clipper · Vehicle Electrification
Branding | Pitch Deck
My Practice
I start with the thinking, strategy and story. Form follows, and is stronger for it, because it's never there for its own sake. There's always a reason behind the brief.
How I think
Before anything gets made, the thinking has to be right. The questions that sharpen an idea and help it become what it could be. Get that right and the design has somewhere to go. Get it wrong and the best ideas are misunderstood.
How I work
I stay close to the work, from the thinking through to the making. I work well with others, strategists, photographers, writers, illustrators, designers, developers and I'm comfortable taking direction as easily as setting it. The thread I try to hold is that the strategy, the story and the craft never drift apart.
What I pay attention to
Meaning
Every choice should trace back to something the brand actually means.
Clarity
The strongest brands come from clarity, not noise. The discipline is what you leave out.
Presence
The work has to hold a room. Presence is what makes someone stop, not just scroll past.
The Standard
Not clarity at the expense of beauty.
Not beauty at the expense of meaning.
Design is not surface treatment.
It is how the idea makes sense to the world.
The strongest brands come from clarity, not noise.
Expression isn't decoration. It's infrastructure.
What it's for
Nobody commissions design for its own sake. There's always a reason behind the brief, a number to move, a decision to influence, a moment to get right. So I keep coming back to the same question on everything. Does this do what we set out to do.
Partner Testimonial
Jonathan Brown, Strategy Director, Hypermotive
Partner Testimonial
Tom Hares, Founder and CEO, Buzzbike
Partner Testimonial
Phil Nevin, Co-founder, x+why
Partner Testimonial
Zeno Claes, Architect
Partner Testimonial
Josephine Mosely, Brand & Communications Manager, x+why
Profile
A bit about me.
My foundation is graphic design. That eye, for composition, typography, image, systems, detail, runs through everything I do. Strategy and storytelling are part of the work, but design is where I start.
I believe design is thinking made visible. That the strongest brands come from clarity, not noise. And that beautiful work should still be useful. I surf, write, travel and photograph alongside client work.
All ways of paying attention.
Contact
Get in touch
Whether you're starting from a blank page or evolving something that already exists, the first step is a conversation. No pitch, no pressure.