Visual Identity & Guidelines
Check out the businesses I've worked with on branding this past year below.
LUMOS
Visual Identity - Business Cards
I had the opportunity to transform the branding for Lumos, a start up electrician service led by Conor Smith. The original logo was clean but lacked personality, so I set out to create something more refined, modern, and aligned with the brand’s identity. After extensive conversations with the client, we decided to incorporate a touch of yellow to represent light, energy, and the idea of "sparking life." To balance this vibrancy, I chose a deep blue-black background, which not only added sophistication but also worked harmoniously with the yellow accents. The new logo design integrates a clean plug icon with a circular motif, symbolizing connection and continuity, while the playful use of the "O" in Lumos ties the branding together in a unique way. I carefully selected a versatile colour palette and paired it with modern yet timeless typography to ensure consistency across all brand assets, including business cards, clothing, and digital materials. My goal was to create a brand identity that was clean and professional yet approachable, and I’m proud to say the final result embodies these qualities perfectly.
RJM Coaching
Visual Identity - Web Design
The RJM Coaching branding guide establishes a professional and cohesive identity tailored for a personal training business. The logo features a bold "RJM" in "Expressway Bold," paired with "Coaching" in a modern sans-serif font, set against a sleek black background with gold accents for a premium feel. The colour palette blends black and gold with complementary tones for contrast and elegance. Typography choices, including "Expressway Bold" and "Helvetica," ensure clarity and modern appeal across digital and print materials. A subtle diagonal stripe pattern adds texture to the website, maintaining a minimalistic and professional look. Additionally, a gold gradient adds depth, enhancing visual impact across various assets. The branding was carefully refined through back-and-forth conversations, ensuring every detail aligned with the client’s vision.
This collaborative process guaranteed that RJM Coaching exudes trust, luxury, and professionalism, perfectly aligning with the personal training market.
https://www.rjmonlinecoaching.com
SecondAge Skincare
Visual Identity - Social Media Strategy - Photography
For SecondAge Skincare, we worked together to elevate the brand identity by refining its logo and overall aesthetic. Previously, the brand used a plain black logo, but we introduced a bold red accent to enhance its visual impact and create a sleek, modern feel. This addition brings a sense of confidence and energy while maintaining a sophisticated look.
On Instagram, we took a different approach to ensure the brand feels professional and inviting. Instead of bold contrasts, we implemented a muted, tonal color palette that feels cohesive and understated. This allows the brand’s content to stand out without being overwhelming, making it more visually appealing and engaging for social media audiences.
By balancing bold branding with a softer digital presence, SecondAge Skincare now conveys both authority and approachability, aligning with its high-quality skincare offerings.
Harry Collyer PT
Visual Identity - Web Design - Social Media Strategy
Harry wanted a strong, professional brand identity for his new freelance personal training business, something simple, bold, and sophisticated. I designed a sleek greyscale logo, aligning with his personal preference for a clean and modern aesthetic.
From there, I created business cards that reflect his brand identity and give him a professional way to connect with potential clients. His website was designed to be an accessible and engaging platform, allowing clients to learn about his services, book sessions, and get in touch easily. Additionally, I supported the social media implementation, ensuring his online presence is cohesive and impactful.
With a polished brand identity and a strong digital presence, Harry’s business now has a solid foundation to grow, helping him attract and retain clients while making it easier for people to find and connect with him.
