My branding experience covers a range of projects, from developing new identities from the ground up to refining and evolving established brands. Through my work, I have developed an understanding of how different elements of a brand work together, from visual identity and typography to colour, tone of voice and the way a brand communicates with its audience. I enjoy the process of taking a brand's objectives and turning them into a clear, recognisable and consistent visual identity.

One of my key branding projects has been the development of Bathroom Takeaway Trade, where I led the creative direction from the initial concept through to its ongoing application. I designed the logo, established the colour palette and helped define the tone of voice and visual language, creating a brand specifically designed to connect with professional bathroom installers. The identity was built around authenticity, using real photography, a disposable camera aesthetic and a more direct tone to create something that felt genuinely connected to the trade. I presented the completed identity to senior stakeholders, explaining the creative decisions and how the new brand would support the wider business.

Alongside creating new identities, I have worked extensively on developing established brands. With the main Bathroom Takeaway brand, I worked on refining the existing identity rather than completely reinventing it, making considered changes to the colour palette, typography and tone of voice to support the ambition of becoming a more lifestyle-led brand. I also worked on the wider application of these changes, ensuring that everything from social media and email campaigns to printed materials, showroom assets and product communications remained consistent with the refined direction. This has included reviewing and proofing creative produced by others, making sure the brand is represented consistently across the wider business.

My branding work also extends into digital experiences. As part of the Bathroom Takeaway brand development, I led a major redesign of the company website, creating a more editorial and considered visual experience that reflected the updated brand direction. This involved taking the principles established through the wider identity and translating them into a completely different digital environment, considering layout, typography, imagery and the overall user experience.

Across my branding work, I have also worked within existing identities for a range of different companies, adapting creative to suit their individual audiences and positioning. This has included more corporate brands such as Indevor Group and RS Bonds, as well as the more premium and luxurious English Estates brand. Working across these contrasting identities has strengthened my ability to understand brand guidelines, identify what makes each brand distinctive and create work that feels appropriate to its individual character.

My approach to branding is centred around creating identities that are not only visually strong, but purposeful and usable. I consider how a brand will work across different platforms and touchpoints, from social media and websites to email, print, campaigns and physical spaces. Whether creating something new or refining what already exists, I focus on building consistency, clarity and personality into every part of the brand.