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Brand Identity · Web Design · Design Systems

Branding that signals you're
not a hobby.

A logo on a Canva template won't make customers choose the premium option. Real branding — built as a system, not a one-off — does. I design identity systems that signal premium scoping and ship as a Figma library your team can grow on.

Book a 15-min Strategy Call See the case study

Figma · Webflow · Framer · brand systems shipped across almost 15 years

The Gap

Your branding is one of two things.
An asset, or an excuse.

Customers decide what your brand is worth before they read a word of your copy. Premium scoping requires a premium signal — and that signal is built on dozens of small decisions a bargain logo package can't make.

Where most brands are

  • —A logo someone made in Canva, used at three different sizes
  • —Five different fonts across the site, ads, and packaging
  • —Stock photos that scream "Shutterstock, page 4"
  • —A "brand book" PDF nobody on the team has actually opened
  • —Every new asset starts from scratch — and looks like it

What I ship you

  • +A logo system — primary, secondary, monogram, every size
  • +A typography pairing with full hierarchy rules
  • +A color palette with accessibility-tested combinations
  • +A Figma component library your team can actually use
  • +Web design that signals premium before a single scope is shown
The System

Three layers. One coherent brand.

01

Identity System

Logo system (not just a logo), typography pairing, color palette, photography direction, iconography, and a written voice & tone guide. Delivered as a working Figma library, not a static PDF.

Logo · type · color · voice

02

Web Design Direction

Every page of your site, designed as a coherent story. Pixel-perfect Figma files engineered for engineering — exact spacing, real content, every breakpoint considered. Handoff that doesn't lose 30% in translation.

Figma · responsive · pixel-perfect

03

Design System Library

A Figma component library your team can actually build on — buttons, cards, sections, every variant. So your designer in six months doesn't have to invent the look from scratch on every new landing page.

components · variants · tokens

Flagship Build

A complete rebrand that 5×'d their AOV.

A US wellness brand selling entry-level supplements wanted to move into premium positioning — same product, dramatically higher AOV. We rebuilt the identity from logo to packaging direction, redesigned the entire Shopify store, and shipped a Figma library their internal designer still uses today.

"The redesign completely changed how customers perceive us. We went from entry-level SKUs to a premium bundle as our top seller in three months. It paid for itself many times over."

SL
Verified Client · Founder
US Wellness · ✓ Verified Upwork Review
5×

AOV lift, 90 days

4wk

Identity to launch

60+

Figma components shipped

Top

New best-selling bundle

The Engagement

Three steps. From positioning to design system.

01

Positioning & Discovery

We dig into who you actually sell to, what they pay for, and what signals matter to them. Brand decisions are downstream of positioning — we get that right first.

02

Design & Iterate

Three concept directions in week one. We pick one and refine across two structured rounds. You see everything in Figma — live, scrollable, real content. Not flat PDFs.

03

Ship & Document

Final delivery: working Figma library, brand guidelines doc, exported asset pack (logo files, social templates, presentation deck). If we're building the site too, dev handoff starts here.

Book a Strategy Call

15 minutes. Brand diagnosis. No pitch.

Submit the form and I'll review your current brand and site before we talk. On the call, I'll tell you what's working, what's quietly losing you revenue, and where the highest-leverage redesign would land.

  • ✓ Honest assessment of your current brand
  • ✓ 3 redesign priorities ranked by ROI
  • ✓ A written scope — only if it fits

No newsletters. No list-rental.

Request received.

I'll review your brand and reply within 4 hours.

FAQs

The questions every founder asks first.

How is this different from Fiverr or a bargain logo? +
A bargain logo is one file. A brand identity is a system — typography rules, color usage, photography direction, voice — designed to make every future asset look like it belongs to the same brand. The bargain logo gets you started. The system is what you actually use for the next five years.
How long does a full rebrand take? +
A complete identity system typically takes 4–6 weeks. If we're rebuilding the site too, plan for 6–10 weeks end-to-end. Logo refresh only is usually 2 weeks.
What does it effort? +
Identity systems, web-design + identity bundles, and standalone refreshes are all scope-led, scoped to what you need. You get the exact plan after the strategy call — no open-ended billing.
Do you handle development too? +
Yes — and most clients bundle them. Designing a Shopify store and then handing it off to a separate developer usually loses 20–30% of the design intent. When I do both, you get a site that ships exactly as designed.
Will I own the source files? +
All of them. Figma source files, font licenses (paid for under your name), exported assets in every format you need, brand guidelines doc. Yours forever — no licensing terms, no vendor lock.
Book a free 15-min audit