Tools of the Trade
As a young designer I didn’t always understand how much extra work I was doing for free when a client or employer provided me with nothing more than a color to go out and create ads, flyers and catalogs. I was too afraid to ask, and as a result I have spent hours defining a brand identity from scratch, with varying success.
My approach now starts with collecting assets from the client or sources such as Adobe Stock, but also free stock photos, videos and music. Researching the target audience, to create mood boards and defining a suitable aesthetic. Creating style guides for the use of logos, color swatches, fonts, and how to present the brand across different digital platforms.
My preferred tool is Adobe Illustrator, but I am also comfortable using Adobe InDesign, XD and InCopy, Microsoft Lunacy, and Figma. My inspiration for fearless branding comes from brands and designers including Polaroid, Karl Lagerfeld and Takashi Murakami.
Over the years I have made variations of digital and printed brand designs, from social media campaigns to catalogs.
I’ve worked with various industrial printers such as the Roland RS 540V, creating for example, large banners, car covers, posters and stickers.