Fitness coach Kat Burne got in touch as she needed a brand identity for her new training facility 'The Strength Studio'. I created this logo to have a strong, fun and welcoming feel which symbolises Kat's personality. I also developed a series of t-shirt designs to help promote and market The Strength Studio.
This logo was created for 'Full Focus Media'. The client wanted an identity that could be used amoung the three specialised areas of the business. Each logo has a familiar design approach with subtle changes to suit the different elements of the company. Media, Presentations and Weddings. This gives a strong brand recognition while being individual to each category.
Lead Out is the UK’s leading coaching company combining academic research with years of experience. They wanted a logo that would reflect their principles of versatility, commitment and drive to a successful career, sport and life. I created the letter A device to represent Lead Out's forward focused nature and can be interpreted as different visual metaphors such as the arrowhead, mountain and the point of a compass. These all enhance Lead Out's brand values and establishes their identity.
I am a freelance designer/dog lover living in Milan with over 15 years experience specialising in graphic design. With a passion for logo development, corporate branding, marketing communications I can help businesses large and small with their brand communication needs.
Why not drop me a line and say hello.
Identity design / Web design
Elite Fitness Mentoring is a new service that helps professional personal trainers learn more about fitness and nutrition. As a new company, EFM wanted an identity design that would express the professionalism of the service. Because the company has a mentorship programme, they also wanted the branding to convey an exclusive feel.
The outer circle partly enclosing inner forms aims to communicate that exclusivity, as well as the community side of the service. Incorporating the three initials, while at the same time designing a mark that would stand out in an industry that is saturated with logos, was quite a challenge. However, the feedback from the client has been very positive and I’ve been commissioned to continue developing their brand via the Elite Fitness Mentoring website.
I’m really proud of this project because I managed to complete the design work and organise the production of this piece of leave-behind literature to a very fine deadline. It was turned around in just two days.
The work promotes Future Publishing’s events department, which was pitching to stage the London Music Show in partnership with the Music Industries Association. The brief was to design material highlighting Future’s experience in running large-scale consumer events.
It needed to have impact. With such a short turn-around it was going to be difficult to get special print finishes that would give the documents a considered and tactile feel. However, I found a digital printer who could print black ink onto acetate to create the cover. The LMS logo was left clear which allowed the hot pink underneath to show through. The final results look very effective. Future won the pitch and produced a fantastic show.
This identity is another piece of work that’s received fantastic feedback from the client, and it’s exciting for me as a designer to see the branding work I did being used on clothing and other items.
Fusion BVI is a new outdoor adventure company formed in 2013, based in the British Virgin Islands. It offers classes in kiteboarding, paddle boarding and pilates, and they needed a logo reflecting the different areas of their business and the dynamic nature of the sports they cover.
I really enjoyed taking the three very different core elements and incorporating them into one logo design. It made me think about the natural elements wind, water and fire, which have been stylised as part of the design. The blue wave represents watersports, the red kite wind, and lotus flower-shaped flames represent pilates.
Identity design / Web design
Lift the Bar is an online service aimed at personal trainers who need help getting established in the industry and finding clients. The company came to me asking for a friendly identity that would appeal to both sexes. It also needed to convey the Lift the Bar brand ethos, which is all about how teamwork and support will help their clients raise standards and achieve better results.
The logo is now being used in a wide variety of formats including clothing, video, presentations and on the website which I designed.
Identity design / Motion graphics
The Global Cycling Network (GCN) produces original content for its YouTube channel featuring professional racing coverage, tips and how to pieces, top 10s and cycling news. The channel, which has over 200,000 subscribers, asked me to create an identity to communicate its news reporting credentials and its focus purely on cycling.
After coming up with the concept of a globe made out of a randomly coiled up bicycle chain, the challenge was to execute it correctly in 3D so it would look truly round. I commissioned a 3D artist to model my flat design into a 3D sphere so that a spinning globe could be used for the idents and other motion graphic spots on GCN.
While working on this project, I learned a lot about designing for video, 3D modeling and garment design. The lettering part of the original logo has subsequently been altered in favour of an italic type style.
Just about everyone in broadcasting has heard of Autocue. The company has been the leading provider of teleprompters since the 1950s. Autocue briefed me to design a product catalogue for a new range of mobile teleprompters in three categories – entry level, professional and master.
I used colour coding to define the sections of the catalogue according to the three levels of product, and aimed to make it easy to browse the range and see the product options clearly within each category. The strong graduated backgrounds work really well against the strong graphical shapes thrown by the teleprompters, almost making silhouettes of them on the pages.
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All images used with permission from Julia Lindemalm.
Future Publishing is a publicly listed print and online media company based in Bath. A large part of its revenue comes from advertising sales. I was briefed to design a deluxe coffee table book of 190 pages to demonstrate the sales division’s results and highlights some of its key successes of the previous year. It was important that the finished book would have a feel of prestige and quality.
I decided to deliver the statistical data using a series of infographics to keep the facts engaging and entertaining for the reader. Campaign creative and client testimonials were used to help keep a comfortable pace throughout the book. The final result was an overwhelming success. The original print run of 150 books soon disappeared and further print and electronic versions were produced.
Up and coming cycling manufacturer Swift Carbon wanted to raise the profile and visibility of their brand with cycling consumers. I established a photographic treatment that provided a consistent theme throughout a diverse range of advertising material including, consumer cycling magazines, online advertising, exhibition artwork and websites.
The advertising campaign helped establish the Swift Carbon brand in an extremely competitive market.
Isabel Ballardie is an interior design agency offering consultations and bespoke design services. Isabel wanted me to create a timeless identity that would elevate the one-person startup to a modern, professional business. I really enjoyed creating the handwritten typography used for the monogram – it makes for a seamless and elegant mark. The logo was well received I had a number of referrals and recommendations as a result of the work, and look forward to many years of on-going business with Isabel Ballardie too.
Identity design / Web design / Print design
Glenn Cooper is a personal trainer, and he wanted a logo created using his initials for his new personal training business. Drawing and dissecting the circles then using them to create the final identity was fun and Glenn was very happy with the outcome. He has gone on to commission a website and ordered business cards, hoodies and workout schedule templates.
This is another piece of identity design work that, although done for a small client, has earned me several recommendations. Ette London is a high-end ladies’ fashion label that makes one-off garments and accessories. The company’s products are very much inspired by 1920s fashions and the Art Nouveau movement of the time, and Ette London wanted a logo that would reflect his.
I studied examples from the period and used these influences to create the decorative lines and stylised organic forms you can see in the Ette monogram. The slightly abstract feel has a pleasing quality to it.
Tennyson Fund Solutions was a provider of full service fund administration services to hedge funds before another hedge fund management firm bought it up in 2009. However, the logo for the company, which I created, had a very interesting origin.
The company was named after Alfred Lord Tennyson whose poem The Brook was inspired by a stream that runs through the grounds of the founder’s estate. The three lines in the logo pay homage to this inspiration while incorporating a warmer, more personable and service-focused brand than many of the more traditional institutions in the hedge fund sector.
The visual identity was used for the launch of the company, on its stationery, website, press advertising and leaflets. The watery imagery was used further in advertising materials and really helped establish the brand.
Print Design/Exhibition Graphics/Identity Design
Magazine and online publisher Future has a strong presence in the cycling market, and the company wanted a brochure that could give a clear and recognisable identity to its sports portfolio.
With such a diverse range of magazine and website brands, it was complicated to package them into a booklet with one overall look and feel. I created a visual treatment based on motion and the wheel/crank of a bicycle that would allow photographic elements to be swapped out depending on the focus of the material. The design used colour and photography to help differentiated the various things Future’s sports portfolio covers, with the typography remaining the same throughout for consistency.