Based in South Africa, Working Globally
Brand Identity Designer for Founder-Led Brands
Your founder instinct is the starting point, not the obstacle. My job is to find out what's underneath it, give it structure, and build something real from it. Together we create a system that reflects what makes your brand distinctive & actually works in practice.
Based in South Africa, Working Globally
Brand Identity Designer for Founder-Led Brands
Your founder instinct is the starting point, not the obstacle. My job is to draw it out, give it structure, and build something from it. Together we create a system that reflects what makes your brand distinctive & actually works in practice.
Wellness, beauty, and lifestyle
are full of brands that look the same.
It's not because the founders had nothing distinctive to offer, but because trend-led design will never surface it.
behind the work
Brand Design Values & Approach
(01)
Respecting founder instinct
You know your brand better than anyone else in the room. That instinct isn't a starting point to move past, it's the foundation everything gets built from. There's usually a story behind it too, why this exists, who it's for, what it's meant to feel like when someone finds it. Making that legible is where the real work starts.
(01)
Respecting founder instinct
You know your brand better than anyone else in the room. That instinct isn't a starting point to move past, it's the foundation everything gets built from. There's usually a story behind it too, why this exists, who it's for, what it's meant to feel like when someone finds it. Making that legible is where the real work starts.
(02)
Strategy gives design direction
Design without strategy is decoration. Every visual decision in this studio traces back to something true about the brand. Which means when something gets questioned, there's a real answer. Not a preference. A reason.
(02)
Strategy gives design direction
Design without strategy is decoration. Every visual decision in this studio traces back to something true about the brand. Which means when something gets questioned, there's a real answer. Not a preference. A reason.
(03)
Built to be used
A brand that lives in a PDF and nowhere else hasn't done its job. Everything produced here is built with day-to-day reality in mind. It's something your team can apply, extend, and hand off without it falling apart or coming back to you every time.
(03)
Built to be used
A brand that lives in a PDF and nowhere else hasn't done its job. Everything produced here is built with day-to-day reality in mind. It's something your team can apply, extend, and hand off without it falling apart or coming back to you every time.
(04)
Brand partnership
This isn't a brief-and-disappear process. You're in the room for the parts that matter. The work builds on what you already know about your brand, and every significant decision gets made together.
(04)
Brand partnership
This isn't a brief-and-disappear process. You're in the room for the parts that matter. The work builds on what you already know about your brand, and every significant decision gets made together.
(05)
Tailored & transparent
No unnecessary packages, no upselling, no surprises. Every project is scoped around what you actually need, with honest timelines and clear communication from the first conversation to the final handover.
(05)
Tailored & transparent
No unnecessary packages, no upselling, no surprises. Every project is scoped around what you actually need, with honest timelines and clear communication from the first conversation to the final handover.
If you're curious
The Person Behind the Work
Founders don't come to me with just a business. They come with the reason they started it, the story behind the name and the way they want people to feel. That's usually where their instinct for the brand actually comes from.
But there's often a disconnect between what a founder knows their brand should look and feel like, and what it actually looks like in the world. I started freelancing to spend more time actually finding out what's underneath a founder's instinct, not just what they think they need designed.
I work slowly, ask a lot of questions, and sit with things before I respond to them. The same attention I bring to a brand is the same attention I bring to everything I make.
It's less a professional habit, more just how I'm wired.
Founders don't come to me with just a business. They come with the reason they started it, the story behind the name and the way they want people to feel. That's usually where their instinct for the brand actually comes from.
But there's often a disconnect between what a founder knows their brand should look and feel like, and what it actually looks like in the world. I started freelancing to spend more time actually finding out what's underneath a founder's instinct, not just what they think they need designed.
I work slowly, ask a lot of questions, and sit with things before I respond to them. The same attention I bring to a brand is the same attention I bring to everything I make.
It's less a professional habit, more just how I'm wired.
clarity for the curious
A Few Things You Might Want to Know
If you’re exploring whether this studio is the right fit, these answers offer a clear starting point.
Do you work internationally?
How do your custom packages work?
Do you work with early-stage founders?
What industries do you work with?
Do I need brand strategy before identity design?
What if I already have strategy or audience insights?
Do you work with rebrands?
How long does the process take?
How does pricing work?
Do you offer payment plans?
What if I need ongoing design support?
clarity for the curious
A Few Things You Might Want to Know
If you’re exploring whether this studio is the right fit, these answers offer a clear starting point.
Do you work internationally?
How do your custom packages work?
Do you work with early-stage founders?
What industries do you work with?
Do I need brand strategy before identity design?
What if I already have strategy or audience insights?
Do you work with rebrands?
How long does the process take?
How does pricing work?
Do you offer payment plans?
What if I need ongoing design support?
clarity for the curious
A Few Things You Might Want to Know
If you’re exploring whether this studio is the right fit, these answers offer a clear starting point.
Do you work internationally?
How do your custom packages work?
Do you work with early-stage founders?
What industries do you work with?
Do I need brand strategy before identity design?
What if I already have strategy or audience insights?
Do you work with rebrands?
How long does the process take?
How does pricing work?
Do you offer payment plans?
What if I need ongoing design support?
READY TO BEGIN
Let's Build Something Distinctive
You've done the hard part. You know what your brand should feel like.
Let's make it look that way.
READY TO BEGIN
Let's Build Something Distinctive
You've done the hard part. You know what your brand should feel like.
Let's make it look that way.
READY TO BEGIN
Let's Build Something Distinctive
You've done the hard part. You know what your brand should feel like.
Let's make it look that way.