London, UK
SOAR Running
Visual Identity
Motion Design
Design Systems
Mar 2025
This was a self-initiated passion project exploring how SOAR’s brand could evolve into a more visually engaging system rooted in performance. I developed a social-first brand direction and a set of visual guidelines spanning logo usage, typography, motion, image treatment, and colour.
The aim was to elevate the brand’s presence with a more premium, technical, and recognisable identity, while ensuring it could scale effectively across social and campaign touchpoints.
As part of the process, I explored multiple stylistic avenues to push the identity toward a more expressive yet controlled visual language. Through iterative exploration and refinement, I defined a set of core visual principles and translated them into clear, practical design rules, supported by applied examples.
The aim was to elevate the brand’s presence with a more premium, technical, and recognisable identity, while ensuring it could scale effectively across social and campaign touchpoints.
As part of the process, I explored multiple stylistic avenues to push the identity toward a more expressive yet controlled visual language. Through iterative exploration and refinement, I defined a set of core visual principles and translated them into clear, practical design rules, supported by applied examples.
Hero Font WeightsHero Type Treatment Colour Palette
Hero Font Weights
‘Rainbow Dot’ Animated Pattern ‘Mesh’ Animated Pattern ‘Halftone’ Animated Pattern ‘Sampler’ Animated Pattern
Product Spec - Carousell Product Capsule Photography - Reel
SOAR Shells Guide - Story Series
SOAR Shells Guide - Story Series
Guinness
Social Content & TVC
Design Systems
Art Direction
2024—26
The role required balancing Guinness’ rich heritage with the need to stay culturally relevant, creating work that resonates with modern audiences while maintaining a strong and consistent global identity.
I contributed across concept, design, and motion, developing scalable visual systems that could be used across formats, platforms, and regions. This included leading on design direction for key campaigns and ensuring a cohesive, high-quality output across all deliverables.
Smirnoff
Digital OOH & Paid Social
Design Systems
Art Direction
Feb 2026
The work needed to capture Smirnoff’s playful, high-energy identity while remaining flexible across multiple copy variations, screen formats, and a fast-moving content rollout.
For the campaign assets, I focused on creating adaptable motion systems that could accommodate changing messaging, using bouncy typography and echo effects. For the paid content, I embedded type within the scene to add depth, cohesion, and visual impact.
Thermacell
Social Toolkit
Motion Design
Design Systems
Dec 2025
A social-first toolkit for Thermacell, designed to unify creator content and brand storytelling through a distinctive visual system.
The challenge was to make an invisible benefit, protection, feel tangible, immediate, and something the brand could clearly own within the feed.
I developed a visual language centred around the idea of a “shield,” translating protection into a dynamic force field motif. This system exaggerates the product’s benefit through subtle distortions and glows. The shield not only visualises the zone of protection, but also functions as a flexible transition device, seamlessly stitching together creator clips, guiding narrative flow, and adding energy across formats.
The challenge was to make an invisible benefit, protection, feel tangible, immediate, and something the brand could clearly own within the feed.
I developed a visual language centred around the idea of a “shield,” translating protection into a dynamic force field motif. This system exaggerates the product’s benefit through subtle distortions and glows. The shield not only visualises the zone of protection, but also functions as a flexible transition device, seamlessly stitching together creator clips, guiding narrative flow, and adding energy across formats.
Zibbit
Brand Identity
Packaging Design
Logo Design
Jun 2025
The brand needed to feel bold, modern, and adventurous, standing out on shelves while resonating with trend-conscious outdoor lovers who care about natural, eco-friendly products.
Earthy greens and muted pinks reference Zibbit’s plant-based ingredients, while the symmetrical insect symbol leverages the “i” and “7” from the hero typeface to form a playful mark that feels cohesive with the wordmark. This is applied across packaging in a repeated pattern, adding texture, cohesion, and shelf presence.
Draft Magazine
Cycling Editorial
Branding
Design Systems
Feb 2026
The project aimed to reframe cycling publishing with a more energetic, sophisticated, and authentic identity that resonates with a younger, digitally native audience.
I developed a typographic system using a sans-serif and serif pairing, exploring logo iterations that referenced speed, process, and drafting before landing on a more stripped-back approach with room for playful extensions. Content was organised around four pillars: Objects, People, Places, and Spaces - and was curated across a 12-spread magazine to balance storytelling, clarity, and visual flow. Here are a few of my favorite spreads from the Objects pillar, the initial phase of the project, which is still in progress.
Malts.com
Social Content Templates
Editorial Design
Motion Design
2025—26
The work needed to balance refined storytelling with structured layouts, supporting local content while maintaining a consistent, premium brand presence.
I focused on creating adaptable templates across typography, color, and spacing, with subtle motion to guide attention and introduce elegance. The result is a high-end, versatile system that elevates the brand while remaining practical for ongoing content creation.
The Singleton
Social Content
Motion Design
2025—26
The work communicates The Singleton’s heritage-driven, crafted identity while feeling tactile, authentic, and visually engaging across multiple formats.
For the assets, I focused on creating textured, editorial-inspired layouts with classic print treatments and nostalgic visual cues, using layered imagery and material-inspired effects to evoke the brand’s timeless quality.
Kinder
Social Content & Toolkit
Gamified Design
AI Image Generation (Midjourney)
2024—25
The role required creating engaging, lighthearted work that resonates with families, encouraging interaction and delight while staying true to Kinder’s fun and approachable brand identity.
I contributed across concept, design, and motion, developing motion templates for the social media playbook, gamified assets, and Giphy stickers. My work aimed to create scalable, shareable content that could be used consistently across platforms while keeping the tone playful and engaging.