Branding
A logo is just the beginning. These projects explore visual identities through custom marks, icon sets, and thoughtful design details that give each brand its own distinctive personality.
When designing Hawthorn Hall, I wanted the identity to feel as though it had always belonged to the estate. Instead of creating a logo that felt modern or trend-driven, I looked to the kind of details you might find in an old English manor: family crests, botanical drawings, embossed stationery, and heirloom books passed down through generations.
The moth became the heart of the identity. Unlike a butterfly, which often feels light and whimsical, a moth carries a quieter kind of beauty. Drawn to light, it naturally evokes candlelit evenings, old libraries, garden celebrations, and the magic of staying somewhere long after the sun has gone down. Paired with elegant, high-contrast typography and an earthy palette inspired by moss, stone, and aged paper, the identity was designed to feel timeless rather than trendy, like something guests would remember years after celebrating there.
Girls of Maderas started with a simple idea: create a brand that feels just as fun as spending the day at the beach with your favorite people. A place where surfing is just one reason to come together, alongside skate sessions, beach picnics, creative workshops, and sunset hangs. I wanted the identity to feel energetic, welcoming, and full of personality without falling into the clichés often associated with women's surf brands.
The branding balances bold typography with playful illustrations and a bright, sun-soaked colour palette inspired by Nicaragua. Instead of making surfing the only focus, I created a flexible visual system of logos, icons, and imagery that celebrates the lifestyle as a whole. The icons can live everywhere: from stickers and tote bags to social posts and event graphics, helping the brand feel alive, recognizable, and easy to build a community around.
Azurea was inspired by those rare places where everything seems to slow down: the sound of the sea, warm mornings, shared meals, and long conversations after yoga. Rather than creating a typical wellness brand, I wanted the identity to capture the feeling of being by the coast: light, calm, and deeply restorative.
Every design decision followed that idea. Instead of relying on traditional yoga symbols, I created a hand-drawn mark inspired by people gathered in a circle, representing community and the shared experiences that often become the most meaningful part of a retreat. The organic lines keep the identity feeling warm and human, while the soft coastal palette and refined typography bring a sense of balance, creating a brand that feels both fresh and timeless.