Most people don’t come to me because they need a logo. They come because something feels slightly off. They’ve grown. Shifted. Got clearer about who they are. But the way they show up hasn’t caught up yet. Their brand still belongs to an earlier version of them.
There’s usually a kind of fog around it. They don’t need to become someone else. They need things to feel like them again.
Before I design anything, we talk. A lot. Not in a formal, box-ticking way. More like pulling threads and seeing where they lead. What they care about. What they’re tired of. What they want to be known for but haven’t quite said out loud yet.
There’s often a moment where something clicks. A sentence lands. A word feels right. And you can feel the difference in the room. Clarity has a physical quality. Shoulders drop. The energy settles. That’s the real starting point. From there, things begin to take shape. Not just visually, but in direction. How they speak. What they emphasise. What they leave out. Who they’re actually talking to, rather than who they think they’re supposed to appeal to.
Strategy sounds clinical, but for me it’s just alignment made visible. Once that’s in place, the visuals have somewhere honest to land.
The creative part isn’t about picking colours or chasing a style. It’s about atmosphere. How does this brand feel when you step into it? Quiet? Direct? Playful? Grounded? A little strange in a good way? Typography, colour, space... they’re all carriers of tone. They say things before the words do.
I’m less interested in trends and more interested in resonance. When the identity finally comes together, it’s not usually dramatic. No fireworks. Just recognition. “Oh. That’s me.” That’s the moment I care about. Because branding at its best isn’t decoration. It’s a clearer reflection. A way for someone to move through the world without constantly translating themselves.
The nicest feedback I ever hear isn’t “this looks beautiful.” It’s when someone says they feel more at ease showing up. Like they’re no longer wearing something slightly wrong. More like they’re standing in their own clothes.
If someone wants to begin that process on their own, that’s why I made The Mirror Method. It’s not about inventing a persona. It’s about getting closer to what’s already there and giving it shape.
Inside out.