*Brand marks are important.
They’re the beginning of my creative process – not the end.
These case study examples here represents a strategic decision about how a brand shows up, speaks, and earns trust.
Instinct (Clothing).
Outcome & Decision making:
Sharper, angular lines to convey intensity.
An iconic silhouette pose with strong outline styling for instant recognizability.
A wider typeface for a bolder presence, echoing a gorilla-like build.
Minimalist execution to maintain a premium feel.
Challenges:
Designed to avoid blending in with generic fitness branding.
Communicates mindset, strength, and persistence — not just physical power.
Steers away from the typical gorilla face, avoiding overused vector clichés.
Royal Docks: Centre for Sustainability.
Outcome & Decision making:
I led the shift to hero the acorn, strengthening the sustainability narrative,
Floral elements were introduced to deepen the natural theme, while ribbon-influenced forms were carefully integrated to align with the stylistic cues of the existing brand marks.
Challenges:
Working towards the brand guidelines - house font, colours etc.
Had to generate a number of ideas based around the Acorn
Mortgage Collective.
Outcome & Decision making:
The concept combines a speech bubble and a house to represent community, advice, and property in one simple mark.
Negative space is used to highlight the “missing pieces,” symbolising areas where people need guidance, while keeping the logo minimal and highly recognisable.
A flat style allows for a clear two-colour system: red to reflect the stress often associated with property, balanced by a neutral grey.
The typeface is bold yet friendly, reinforcing approachability and trust.
Challenges:
The project involved a client who was still refining their direction, which resulted in multiple iterations and shifts beyond the initial brief.
I took the lead in re-establishing focus by aligning discussions to the core objectives, setting clear decision-making boundaries, and confidently guiding the process back toward the agreed vision to keep the project on track.