A collection of identity projects - branding, identity, typography

In tackling a brief that involves branding or identity design, my process typically starts with trying to distill the essence of the brand's tone of voice. I would often take a step back and visualize the interaction between the brand and others and in the process, find an element that summarises nicely the brand.

I typically favor simple lines and shapes, which I feel translate better across various type of execution. This is also a belief on my part that essence of the brand is elegant and uncomplicated, and having too much superfluous element would tend to obscure than bring out the brand.


Creative Direction
Art Direction