Work — Identity
A logo is the smallest part of an identity. The rest is the system around it: the color, type, imagery and voice that keep a brand recognizably itself on a business card, a pitch deck and a homepage, whoever happens to be making them.
6 brands
New companies, and a brand built from the name outward: the mark, the system around it, and the first things it had to work on.
Founding creative direction · 2025–now
A heritage travel program for young adults, and the first brand I built for it from the name outward. The mark is five sailing burgees closing into a circle, and every country the program reaches flies its own, starting with Birthright Ireland.
Founding creative director · 2021–2022
A performance marketing agency that talked in numbers. A cursor clicks into the last K of the wordmark, and a playbook grows from one line, We create revenue, into the voice, the website and everything the agency put its name to.
Brand, website & decks · 2022–2024
A marketplace that brings international talent to the US for careers in healthcare and tech, and a brand I built from scratch: a wordmark with a spring in its step, deep green and lime on a warm cream, the website and every deck template, and a system that carries from a seven-step candidate journey to social, scrubs and a tote.
Brand identity · 2024
A hand surgeon’s private practice. Two hands drawn in a single line inside a circle, in navy and copper, with a serif wordmark that reads as quietly established, carried onto business cards, a post-op care guide, embroidered scrubs and a stamp.
A brand KLIK owned · 2021–2022
KLIK’s guide to finding the right coding bootcamp. Bootcamps were everywhere at the time, so the brand had to stand out among the schools it listed and still read as code at a glance: a wordmark in curly brackets, on a warm gradient.
A brand KLIK owned · 2021–2022
A personal finance newsletter for women, BIPOC and LGBTQIA+ readers, communities that traditional finance has underserved. The brand had to feel friendly and welcoming and still be trusted on a subject like money: navy and gold, a confident serif, and a gold O at the heart of the wordmark.
3 brands
Established companies that kept their logo and needed a brand that could keep up with them. The mark stayed; the system around it is new.
Creative direction & design · 2021–2025
An impact fund that kept its logo and needed a brand with the authority its track record had earned. Around the mark I built a flat system of navy, yellow, hexagons and linework, and carried it through four years of impact reports, decks and the website.
Brand direction & design · 2024–2025
An edtech company that had grown from ad campaigns into a platform. The wordmark stayed and everything around it is new: a palette anchored in deep purple, patterns drawn from the logo, a hand-drawn icon set, and guidelines that spend half their pages on language.
Brand guidelines & application
An edtech company preparing students for high-demand digital careers, alongside the universities and the tech companies that hire them. The brand was rebuilt around its P, three curved lines in red, yellow and blue for the three groups its mission brings together, and carried into guidelines, brochures, flyers and the website.
Work with me
Starting something, or outgrowing the brand you have? I build identities from the system up.
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