A JOURNEY THROUGH MY CREATIVE PROCESS

“You don’t make mistakes, just happy little accidents.”
— Bob Ross
01 New City College 02 Lens Neuro 03 Trans Rights Campaign 04 Circular 25 Magazine 05 Bonnie Blaze Hot Sauce

New City
College

Client
New City College
Role
Visual Designer
Tools
Illustrator, Photoshop

To create a fresh new identity for what is now known as New City College. This new logo will serve as the standing brand identity for the college rebrand and to this day is still being developed to fit modern design standards whilst staying true to the original formula I created.

My goal starting with the first 5 campuses was to utilise a clean, readable typeface alongside a distinct colour coded system to identify each individual campus. This approach ensures a unified visual language that remains functional yet customisable without requiring modifications to the logo itself.

Colour Palette
Redbridge Campus #C72E36
Ardleigh Green Campus #489CD4
Epping Forest Campus #7DC1CA
Tower Hamlets Campus #9AC05B
Hackney Campus #993C86
Typeface

Aa

Weight:

POPPINS LIGHT

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789 !@#$%^&*()_?

Evolution
The Live Brief
Started as a live brief during my HND. I worked as a trainee designer for a real world client whilst earning my grades.
60 Minute Sprint
Joined 50 other designers to create new brand ideas. We had just one hour to come up with winning concepts.
Final Selection
My design was picked by the head of the college. I then worked closely with them to polish the brand into its final form.
Campus System
I created a way to colour code the logo for each campus. This kept the design consistent whilst giving every location an identity.

Lens
Neuro

Client
Lens Neuro
Role
Brand Designer
Tools
Illustrator, InDesign

Lens Neuro is a creative platform and a blueprint for the brilliantly wired. The goal of this project was to build a visual system that celebrates neurodivergent creativity through high end design. I designed a new logo and a full set of brand guidelines to create a professional and unified look. I also produced pitch cards to help the brand share its vision whilst staying true to its core mission.

The goal for Lens Neuro was to create a high end visual system that works as a blueprint for neurodivergent minds. This design uses clear typography and a bold colour palette to help with immersive storytelling and cultural events. This approach creates a flexible identity that stays the same across digital spaces and luxury retreats whilst celebrating the full spectrum of diverse creative talent.

Colour Palette
Primary Blue #3B79BD
Electric Cyan #00BAEC
Royal Purple #833494
Deep Pink #BB3C96
Vivid Rose #E9438F
Bright Yellow #FBD227
Typography
Heading: Space Grotesk

Aa

Weight:

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz

Body: Lexend Deca

Aa

Weight:

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz

Evolution
Introduction
Met Cleo at an event for neurodivergent creatives. We discussed her vision for a luxury brand titled Lens Neuro.
Identity
Developed and refined logo concepts through client meetings. This included a framework for seasonal variations.
Framework
Formulated a comprehensive visual manual. I transformed supplied text into a design that represents the brand.
Collateral
Designed digital pitch cards for investors. Each card was hand illustrated to promote the brand vision.

BRAND GUIDELINES

PITCH CARDS

Trans Rights
Campaign

Partner
Campaign Driver
Role
Visual Advocate
Tools
InDesign, Illustrator, Photoshop

This project involved creating a striking visual campaign for a marginalised group. I partnered with a chosen campaign driver to produce three flowing posters based on detailed research and informative findings. These designs show the brand elements in real world scenarios to ensure the message reaches the target audience effectively.

TRANS RIGHTS CAMPAIGN

My objective was to develop a bold, typography led visual system that utilised a factual colour coded language to highlight urgent statistics. This approach ensures the campaign remains clear and striking across both print and digital formats, allowing for an empathetic message that is rooted in research rather than subjective imagery.

Colour Palette
Medium Jungle #20AC5A
Dark Emerald #156337
Amethyst #A15BA4
Dark Magenta #812C84
Bondi Blue #4595AD
Sky Surge #49C0ED
Sweet Peony #E15F9B
Pink Mist #F39DC2
Typography
Primary: Bebas Neue

Aa

ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789 !@#$%^&*()

Secondary: Anton

Aa

ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789 !@#$%^&*()

Evolution
Narrative Shift
I initially considered a theme regarding how minority groups are labeled by oppressors. I changed this to a factual direction to ensure the message was not twisted or misunderstood.
Data Roots
Statistics regarding the abuse of trans people drove the urgency of the work. I analysed the Green Party style to understand how to use striking typography effectively.
Design Identity
I developed a consistent system for both print and digital work. Bold data and empathetic messaging ensure a clear and strong identity whilst maintaining a stripped back aesthetic.
Digital Reach
The campaign was adapted specifically for Facebook to reach target personas. This ensures the work appeared where the chosen audience digests their media.

Poster campaign

Circular 25
Magazine

Client
Typographic Circle
Role
Editorial Designer
Tools
InDesign, Illustrator

This project involved designing a minimum 20 page special edition publication for the Typographic Circle. By researching and selecting specific designers who have previously contributed to the circle, I developed a unique editorial layout that reflects my own typographic style whilst staying connected to the established Circular aesthetic.

CIRCULAR 25 MAGAZINE

My objective was to develop an experimental and expressive 20 page publication that tells the story of my chosen designers through a unique typographic lens. By balancing bold, abstract layouts with a minimal aesthetic, I created a visual pace that remains consistent with the Circular identity whilst allowing for significant creative freedom in the use of black space and scale.

Colour Palette
Grey #7D7676
Black #000000
Dust Grey #D7D7D7
Mahogany Red #BD1A1A
Dark Wine #701818
Typography
Headline: Acumin Pro Black

Aa

ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789 !@#$%^&*()

Body: Aptos

Aa

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz

Evolution
In Depth Research
I began by exploring the personalities of chosen designers. Through concept sketches and spread testing, I identified how to balance experimental layouts with the existing Circular identity.
Structural Growth
The project allowed me to expand my knowledge of grids and hierarchy. Research into colonised design helped me move towards a minimal and abstract aesthetic whilst ensuring pacing and readability remained central.
Collaborative Polish
Feedback from tutors and peers helped refine the publication. I adjusted text placement relative to the spine and simplified oversaturated spreads to give the body text more breathing space.
Project Outcome
The final 20 page magazine maintains high consistency across all spreads. I utilised black space to compliment the bold typography, resulting in a professional and striking editorial finish.

Magazine

Bonnie Blaze
Hot Sauce

Client
Cultural Heritage Project
Role
Packaging Designer
Tools
Illustrator, Photoshop

This project involved designing commercial packaging for a product range linked to my cultural heritage. I produced three separate packaging variations that function as a unified visual system. Each version demonstrates how a core brand identity can adapt across different products whilst maintaining conceptual and visual consistency.

Bonnie blaze hot sauce

My objective was to develop a commercial packaging system that translates cultural heritage into a modern brand narrative. Through the creation of distinct brand mascots and a vibrant colour coded language, I produced a three piece product set that maintains a unified identity. This process involved mastering technical dielines and 3D mockup execution to ensure the brand story remains consistent across every physical touchpoint.

Colour Palette
Forest Green #08893C
Racing Red #ED1C24
Sunbeam Yellow #FFF200
Typography
Main: Brushtones

Aa

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789

Evolution
Heritage Research
I began by exploring my cultural heritage to find a product that felt personal. This research guided the initial sketches for the brand mascots and the overall narrative of the sauce range.
Creative Hurdle
The process involved overcoming significant creative blocks and emotional overwhelm. By breaking down tasks and seeking guidance, I turned these challenges into a focused design direction.
Mascot Development
Guided by tutor feedback, I refined the brand mascots to give them more life and personality. This allowed the characters to become the primary storytelling voice for the packaging.
Packaging System
I translated the designs from 2D dielines into striking 3D mockups. This stage confirmed the visual consistency of the set, using vibrant colours to distinguish the three separate variations.

PACKAGING

Thank you for your time. I hope to have the pleasure of hearing from you soon!

Let's connect
Let's connect
“100% of the shots you don’t take, don’t go in.”
— Wayne Gretzky