Tell us about your creative work and how you got to where you are now.
My work is pure passion to be honest. I’m sure many designers will agree that it is an intrinsic part of our being to find a form of creative expression, then harness it in a way that can be beneficial to others.
My journey is unconventional as I have come to this point later in life than most brand designers. My early education was focused on Industrial Product Design though the industrial and engineering based elements didn’t entirely feel like the right fit at the time. Then I discovered photography and worked as a freelance photographer for 10 years. I’ve also worked in B2C marketing for many years where I developed graphic design skills. Over time I felt I wanted to explore graphic design further and took some time out to study and explore different applications, finally specialising in Brand Identity Design which felt like all the previous elements coming together.
How would you describe your design style?
Minimal, elegant and refined but above all emotional. What is core in all I do is creating a connection, evoking a feeling or sense of belonging.
Describe your ideal client, project or collaboration.
Any project where I feel ethically and confidently connected to the business concept and the clients passion for it. I have been very fortunate to have been approached by some wonderful clients across the globe with some incredible businesses and business concepts. That is what is wonderful about working in this area – the ability to connect with other people’s creative ideas. It is a dream to collaborate and turn visions, hopes and dreams into reality. For me the connection with the client is as important as the connection I create for them to their clients.
Share a project you’re especially proud of and why.
I have worked on a project recently that really struck a chord with me. It was within an industry I wouldn’t usually feel aligned with. I can’t say too much as it is not due to launch until next year, but it was very much focused on taking a holistic approach to how a woman curates her external appearance by also developing her internal sense of self worth and wellbeing.
It was an entirely unique concept within an industry where there is usually a very generic approach to branding. Because of the uniqueness of the concept the branding needed to differentiate from the norm. Our visions aligned perfectly. The business owner was so incredibly passionate from the offset, I have never received a contact form and discovery questionnaire completed with such thorough consideration.
What’s one lesson you’ve learned in your creative journey that others might need to hear?
Explore, I am often approached by designers who are just starting out who say they admire my refined style, but refinement can only come after exploration. The exploration phase is a really exciting time. When I first started out in brand identity design I did every design brief competition going, no matter the style direction best suited to the brief. It was an extremely liberating and energising period that also allowed me to see where my strengths lie.
Who is a designer you admire?
I have to say I admire many designers for many different reasons, those that constantly explore and evolve and those that master their own style, I cannot name one above another. I truly feel the creative community on instagram is an unbelievably nurturing one, I have learnt so much from so many wonderful connections I have made there.
How do you stay inspired?
My clients inspire me greatly with their own creativity and personal drive to realise their businesses.
In design I look to multiple sources including Pinterest and Behance but my Instagram community keeps me inspired and up to date with the latest trends and developments within brand identity design along with being a source of learning and somewhere I can connect with other creatives.
One thing I am a very strong advocate of is stepping back and taking breaks from your work. When we step away, even if just for a short period of an hour or so, concepts can develop so much more beautifully, rationally and strategically with the perspective that these breaks can give. A client will only benefit from a little time taken away from a project, as it will act to enhance the final results that they receive.
Where can people connect with you or see more of your work?
See more of my work by visiting my website or my profile page.
