+ Brand Design
Brand design in London
I design brands that ambitious companies can grow into. From naming and strategy to identity, guidelines and rollout, I build brand design systems that work as hard in a pitch deck as they do on the side of a Formula 1 car — all from London, UK.
What I do
Brand design with a creative director’s eye: strategy and identity built together, so the brand doesn’t just look right — it says the right thing, everywhere it shows up.
-
Brand strategy & positioning
Sharp answers to who you’re for, what you stand for and why anyone should care — the foundation every design decision hangs off.
-
Visual identity
Logo, typography, colour, motion and image style — a distinctive, ownable system, not just a mark.
-
Rebrands & refreshes
Evolving established brands without losing their equity — like rebranding Darktrace, a multibillion-pound AI company, from strategy through global rollout.
-
Guidelines & design systems
Practical brand guidelines and asset systems your team can actually use — built for product, marketing and events, not just the brand book shelf.
Selected work
How it works
-
01
Discover
Stakeholder interviews, market and audience review — understanding the brand you have and the one you need.
-
02
Define
Positioning, personality and creative territory agreed before any design begins.
-
03
Design
Identity concepts developed and pressure-tested across your real touchpoints — product, site, decks, social, spaces.
-
04
Deploy
Guidelines, templates and asset handover, plus support through launch and beyond.
Brand design from London, built for anywhere
I work from London with founders, marketing leaders and in-house teams across the city — and with clients around the world. Freelance means direct access to the person actually designing your brand, faster decisions and budgets that go into the work rather than the account layer.
I’ve designed and directed brands across cybersecurity, finance, luxury and sport — from early-stage naming and identity for investment firm Hakono to the full rebrand of Darktrace.
Frequently asked questions
What’s included in a brand identity project?
Typically strategy and positioning, the core identity (logo, typography, colour, motion and image style), key applications, and brand guidelines with an organised asset handover. Scope flexes to what your brand actually needs — naming and messaging can be included too.
How long does brand design or a rebrand take?
A focused identity for a startup usually runs 4–8 weeks. A full rebrand of an established company — strategy, identity, guidelines and rollout planning — is more typically 2–4 months depending on stakeholders and touchpoints.
How much does brand design cost in London?
It depends on scope: a tightly-scoped identity costs a fraction of a multi-market rebrand. As an independent I’m materially more cost-effective than a London branding agency at the same level of craft — get in touch with your brief and I’ll give you a clear fixed quote.
Can you work with our in-house design team?
Yes — that’s often the best model. I set the strategy and design system, then work alongside your in-house designers so the brand keeps its standard long after the project ends.
Let’s talk
Have a brief — or half of one? Tell me where you’re trying to get to and I’ll tell you honestly how I can help. Based in London, working worldwide.
