Logo design
Branding
Art direction
Illustration
Brand guidelines
Document design

Logo, branding, icon and document design for groundbreaking educational paper, AFDiT, the transracial adoption framework.

Collaborating with Dr Tam Cane of the University of Sussex, to create a detailed framework document to guide social workers to achieve successful transracial adoptions.

The inspiration for the branding is the jacaranda plant, a beautiful purple flowered tree. The logo and design elements use shape and colour from the jacaranda.

Tam felt strongly that the brand identity should reflect her own identity and experiences:

"The emblem representing this framework, along with the jacaranda petals, go beyond symbolism; they serve as tangible manifestations of my African heritage. This connects my personal positioning within this research endeavour, establishing a link with individuals of racialised and minoritised ethnicities who have generously shared their narratives. It is my intention to offer something about myself by way of the jacaranda leaf and petals originating from my homeland, and birth roots." Dr Tam Cane

The icons and diagrams have a playful, informal style but paired with the deep purple and white palette, the overall feel is serious and reflects the significance of the subject matter within the document.

I feel privileged to have had the opportunity to work on such an important project.

Freelance for the University of Sussex.

Campaign design
Graphic design
Art direction
Illustration

Creating a campaign across print and online to promote the borough council’s community support services offering. Playful icons, bright, optimistic photography and clear messaging.

Collaborating with Epsom and Ewell Borough Council to create a campaign across billboards, print, social media and web.

Happy, positive, diverse photography – focusing on the people using the service. Reflects the caring nature of the service, depicting happy end users. All photos show interaction between people, either in shot or off camera. No one feels ‘alone’.

Bespoke icons, which are joyful, simple, hand-drawn, approachable, optimistic and fun. Not clichéd or corporate.

Logo design
Branding
Art direction
Illustration
Brand guidelines
PowerPoint and Word template design

Logo and branding for Surrey County Council’s new service, Surrey Education Services, a one-stop-shop for all schools in the county to procure all education services and materials.

The Surrey Education Services brand has been designed to appear inclusive, clear, real, vibrant, professional and approachable.

The logo pairs the clear, fresh, soft and friendly typeface with the colourful curved lines of layered tiles to convey the breadth of services, training and information available from across the many different providers that make up the collective offer for education customers.

Icons have been created to make the brand as accessible and playful as possible. Every service offered has an icon to represent it that can be used on the website and in any other related materials.

Natural, real, in-the-moment photography of students and teachers in a school setting. Diverse, inclusive and positive. All images include a photography treatment. The icons, representing all of the different offerings and services that Surrey Education Services represent, are layered behind the photography subjects. This illustrates that the service is integral to school life.

Freelance for Surrey County Council.

Art direction
Illustration
Promotional design

Various promotional campaign items, including: Creating an A6 booklet for Surrey Fire and Rescue Service to advise small businesses on fire safety in the workplace. Choosing photography, textures and typography to clearly explain the urgency of the message.

A mature and clear design to communicate the powerful message that correct fire safety precautions will protect lives and livelihoods.

Designing large event and Open Day ‘face in hole’ boards to convey fire safety to young visitors.

Playful, engaging boards using existing characters that school age children are familiar with from Fire Service school visits in Surrey.

Freelance for Surrey County Council.

Branding
Art direction
Illustration
Promotional design

Adapting an existing ‘Nature Explorer’ identity to champion Surrey’s cultural assets. An engaging campaign to capture young imaginations.

Promotional designs including: a gold foiled, A6 child’s ‘passport’ filled with ideas and places to visit throughout the County; posters; pull-up banners; and social media.

Freelance for Surrey County Council.

Art direction
Children’s book design

Designing a new set of delightfully illustrated Children’s books for author Samantha Cox.

Choosing typography and page layouts to compliment the adorable illustrations and charming children’s stories of a happy Chihuahua.

Printed and digital download.

Freelance.

Art direction
Illustration
Design

Cute Surrey-themed graphics to be used on babywear.

Freelance for Surrey County Council.

Graphic design
PowerPoint template design
Wireframe website design

Supporting Surrey County Council to roll out a new brand to explain the changes Surrey is making to improve air quality and other green issues in the county.

Freelance for Surrey County Council.

Graphic design
Art direction
Look and feel

Creating a look and feel, brochure and comprehensive itinerary guide for a new expert-led travel company specialising in tailored tours of the Middle East.

An A4 glossy brochure and A5 pocket guide book showcase the beauty of the tour destination and the precision of the tour itself. The look and feel reflects the quality of the personalised experience offered.

Freelance.

Graphic design
Art direction

Creating social media posts to promote Room for Work – a charity whose aim is to help job seekers aged 40+ get back into work.

Creating varied, clear designs to promote the free back to work workshops using the charity’s existing logo, colours, typography, and authentic course photography.

Freelance

Art direction
Graphic Design

Eye catching posters, banners, festival signage and social media assets to promote Bookham Food Festival.

Using the exciting, vibrant branding to create various promotional designs in both print and digital to launch the successful festival’s second and third years.

Freelance.

Logo design
Branding
Art direction
Brochure design
Keynote presentation design
Social media posts

Logo and branding for Executive Physiotherapy, exclusive private physiotherapists based in Soho.

Health and fitness style typography with a regally positioned vertabra to reflect the exclusivity of the physiotherapy group. The brochure promotes their corporate in-house wellness offering. Full design including commissioned photography.

Accompanying animated keynote presentation.

Freelance for Executive Physiotherapy.

*Art direction
*Design
*llustration
*Final artwork

Conveying the imagination and joy of Head2Head Sensory Theatre through the brand.

Growing the charity’s lovely existing brand, to include new doodle illustrations and creating a range of promotional designs including: identities for zoom theatre shows; social media posts; direct mail; and brochures.

Logo design

Logo for a new direct mail gift company that creates bespoke treat boxes for every occasion.

An identity to reflect the sense of excitement and fun of the gifts themselves.

Freelance for Boxes of Glee.

Branding
Art direction
Illustration
Poster design
Advertorial design
Social media posts

Creating a look and feel to promote childhood immunisations to parents in Surrey. Natural portrait photography with charming alter-ego superhero illustrations and fun typography gives an approachable but important message.

Designs created for posters and social media posts and stories to remind parents when their children’s boosters are due and the importance of them.

Freelance for Surrey County Council.

Art direction
Book cover design

Book cover design options for a business dispute resolution guide.

The designs use simple imagery and typographic treatments to give a clear sense of conflict but maintaining a corporate sensibility.

Freelance for The Dispute Resolution Partnership.

Logo design

Logo design for michelin starred restaurant in a beautiful period house setting.

Subtle details convey the stylings of a clock face. By removing the horizontal stroke between the two stems of the capital H of both ‘THE’ and ‘HOUSE’ roman numberals are revealed. The ‘H/II’ is black, as the numerals are on the building’s clock. The rest of the logomark is gold, to reflect a traditional timepiece.

The alternate colourway of black and red reflects the unusual brickwork of the building.

The typefaces are true to the period when it was built.

*Concepts
*Art direction
*Design
*Final artwork

Creating a 150+ page directory of mental health services for the NHS.

Accessible, clear design and layout detailing all NHS mental health services in Surrey.

Freelance for Surrey County Council.

*Art direction
*Design
*Final artwork

Various promotional design for the charity including: 20+ promotional ‘Giggle Doctor’ stickers; accompanying web posts; direct mail; and infographics.

Unpaid voluntary work for Theodora Children’s Charity.

*Concepts
*Logo design
*Art direction
*Design
*Final artwork

Logo design and brand identity for new charity Dementia Friendly Surrey.

Warm colour palette. Real, human, positive photography. 

Design work included: brochure; adverts; event collateral; and leaflets.

Work completed for Surrey County Council.

*Concepts
*Art direction
*Design
*Final artwork

Art direction, design and full layout for the charity’s volunteer handbook.

Clear, bright layouts to engage charity volunteers with the LinkAge Southwark cause.

Unpaid voluntary work for Link Age Southwark charity.

*Logo design

Logo for Oakwell Counselling, new counselling service.

Soft but intelligent logo to reflect the therapeutic nature of the organisation.

Freelance for Oakwell Counselling.

*Art direction
*Design
*Brand guidelines
*Final artwork

Brand identity for SITA.

Comprehensive brand guidelines. Mini brand book. Launch materials for SITA employees. Adverts. Industry magazine creation. Coffee table book. Office branding.

Work completed for Ogilvy DNX.

*Concepts
*Art direction
*Design
*Final artwork

Creating a look and feel for the children’s therapy charity and creating various promotional materials.

Choosing typefaces, colour, design elements and photography to develop the charity’s visual identity. Materials designed included: university course prospectus; volunteers’ handbook; and 12 strategy documents.

Unpaid voluntary work for The Therapeutic Forest charity.

*Art direction
*Design
*Illustration
*Final artwork

Brand identity for Miele UK’s new cookery schools.

Hand-illustrated kitchen utensils overlaid onto rich marble and hessian photographic textures. Commissioned warm, reportage photography. Quirky hand-script typography.

Design work included: brochure; adverts; leaflets; dealer packs; DM; point of sale; apparel; and wall murals.

Work completed for Ogilvy DNX.

*Logo design

Logo for Moody Cow, creative baby blankets company.

Soft pastel colours. Cute cow illustration and child-friendly typography.

Freelance for Moody Cow.

*Art direction
*Design
*Illustration
*Final artwork

Creating an internal-audience-facing brand identity for Halifax.

Fun, engaging character design. A 6-page concertina fold booklet for every employee and all event imagery and launch materials to illustrate a year long business strategy.

Work completed for The Storytellers.

*Logo design

Logo for Chrisanna, freelance textile and homewares designer.

Sophisticated logo for the successful textile and homewares designer that reflects her quality of work.

Freelance for Chrisanna.

*Art direction
*Copywriting
*Design
*Final artwork

Various packaging and card game concepts to be sold in store and online.

Cheeky card game concepts for the retailer.

Freelance for Cartamundi.

*Concepts
*Art direction
*Design

Logo for start-up children’s decor company, specialising in scandinavian and minimal design.

Child-like and fun but reflecting the simplicity of scandinavian design.

Freelance for Little Lounge.

*Art direction
*Design
*Final artwork

Creating promotional brochures and exhibition books.

Unpaid voluntary work for British Schools Museum charity.

*Concepts
*Art direction
*Photography art direction
*Design
*Final artwork
*Print management

Logo and brand identity, all marketing and promotional design for the charity, The Friends of All Saints Little Bookham Church and St Lawrence Effingham Church.

Friendly, elegant and simple designs for the charity to promote membership to donate to the upkeep of the two beautiful church buildings and grounds.

Freelance for The Friends.

*Art direction
*Design
*Final artwork

Redesign of local church parish magazine.

Freelance.

*Art direction
*Design
*Final artwork

Press advert for Haven Homes new development.

Introduced new brand elements: house/logo silhouette image boxes; lifestyle photography; and contact icons.

Freelance for Haven Homes.

*Concepts
*Art direction
*Design
*Final artwork

Full layout, editorial and masthead redesign for the visual-impairment charity’s magazine, Signpost.

Clear, bright layouts to make the publication engaging for a visually-impaired audience.

Freelance for Sight for Surrey.

*Concepts
*Art direction
*Copywriting
*Photo-retouching
*Design
*Final artwork

Themed invitations, party boxes and novelty Christmas products.

Photo-realistic, pirate-themed A6 personalised invitations and party boxes. Children's small foil-blocked Christmas elf 'Naughty or Nice' certificates.

Freelance.

*Logo design

Logo for Designed 2 Rhyme, freelance creative writer.

Fun typography overlaying brown parcel tag to reflect the personalised nature of Hayley's creative writing.

Freelance for Designed 2 Rhyme.

*Art direction
*Design

Creating internal audience-facing employee benefits direct mail for AXA.

Following the existing AXA brand to create new design for direct mailers.

Freelance for Gallagher Communication.

*Art direction
*Design

Creating internal audience-facing employee benefits booklet for IMI.

Following the existing IMI brand with additional elements for an internal audience.

Freelance for Gallagher Communication.

*Art direction
*Illustration
*Design
*Final artwork

12pp fold mailer and A4 personalised letter to promote the agency to new and existing clients.

All illustrations and design created to show an employee’s ‘route to retirement’.

Work completed for SHILLING Communication.

*Concepts
*Art direction
*Photo-retouching
*Design
*Final artwork

Print advert for Surrey Reuse Network (second hand furniture shops).

Engaging concept. Art directed photoshoot. 

Work completed for Surrey County Council.

*Concepts
*Art direction
*Design
*Final artwork

Layout and editorial design for two Surrey County Council magazines.

Fun layouts featured in Explore Surrey magazine, whilst clear and bright messaging lead in Surrey Matters.

Work completed for Surrey County Council.

*Concepts
*Art direction
*Design

Logo and visual identity for service provided by the local authority.

Living and Ageing Well in Surrey is a service run by local government to provide help to vulnerable older people in the county of Surrey.

Work completed for Surrey County Council.

*Concepts
*Art direction
*Storyboarding
*Illustration
*Design
*Final artwork

Storyboarding, art direction, illustration and design of an animated film to promote the local authority’s corporate strategy.

A three-minute long detailed animation, voiced by Council employees to raise awareness of the organisation’s goals. Target audience was residents of Surrey.

Work completed for Surrey County Council.

*Art direction
*Illustration
*Design
*Final artwork

30 technical case studies explaining different technologies to a global audience.

Engaging illustration and clear icons to quickly explain technical information to a global audience.

Work completed for Ogilvy DNX.

*Art direction
*Design
*Final artwork

Creating a warm and welcoming prospectus for the Norfolk primary school.

Freelance for Burston Primary School.

*Art direction
*Design
*Illustration
*Final artwork

Creating an internal-audience-facing brand identity for the newly merged Orange and T-Mobile.

At the very beginning of the EE (Everything Everywhere) brand, I created an internal communications employee engagement identity.

A 6-page concertina fold booklet for every employee and all event imagery and launch materials to unveil this new brand, Everything Everywhere.

Work completed for The Storytellers.

*Art direction
*Design
*Illustration
*Final artwork

Reworking the existing brand identity for The Storytellers.

Introduced more contemporary, condensed typography and cleaner iconography. Created comprehensive visual identity brand guidelines. Design work included: stationery and marketing materials including a bespoke, french-fold, die-cut brochure; key note presentation and event stands.

Work completed for The Storytellers.

*Art direction
*Design
*Illustration
*Final artwork

Creating an internal-audience-facing brand identity for LeasePlan.

Fun, approachable character creation and accompanying typography. Design work included: character designs and creation; all assets for a three minute film; posters; and promotional materials.

Work completed for The Storytellers.

*Logo design
*Art direction
*Design
*Final artwork

Logo and brand identity for Master Recitals, classical musician representation.

Elegant mono logo and typography. Work included design for posters, programmes and CD sleeves.

Freelance for Master Recitals.

*Logo design

Logo for Destination North Wales, tourist information service.

Clean logo reflecting the landscape of North Wales in both English and Welsh languages.

Freelance for Destination North Wales.

*Art direction
*Copywriting
*Design
*Illustration
*Final artwork

Vodafone promotional in-store posters and leaflets.

Bespoke, bold vector illustration. On-brand marketing collateral.

Work completed for Mi Liberty.

*Art direction
*Copywriting
*Design
*Illustration
*Final artwork

Vodafone internal comms karaoke roadshow identity and email alert headers.

Bespoke, bold vector illustration. On-brand internal comms collateral.

Work completed for Mi Liberty.

*Concepts
*Art direction
*Design
*Final artwork

Developing the visual identity for the child therapy charity by creating an 8-page prospectus.

Bright photography, block colour and introduced a child-like typeface for pull-outs. Other design work included: posters; flyers; assessment sheets; and social media posts.

Unpaid voluntary work for Twinkleboost charity.