Update: I've redesigned my personal brand

A more considered identity, reflecting how my work, experience and perspective have evolved.

Your personal brand should grow alongside your work. After more than 13 years in visual communication, I felt it was time for my own brand to reflect where I am today — not just as a designer, but as an independent consultant and strategic creative partner.

I've redesigned my website and personal brand to better represent my experience, the services I offer and the kind of collaborations I want to build.

Growing beyond the purely creative

When I first started, my visual identity leaned more towards creative expression: playful layouts, expressive colours and a more experimental approach. That reflected my interests and the kind of design work I was doing at the time.

Over the years, my experience has expanded. I've worked with global organisations, agencies and multidisciplinary teams, creating presentations, publications, brand identities and complex visual communication systems. My role has gradually evolved from executing design to helping businesses communicate more clearly, structure information and make better use of visual storytelling.

Today, my work is increasingly focused on consultancy, strategic thinking and purposeful design. My new identity reflects that shift — more mature, considered and confident, without losing the creativity that has always been central to my approach.

A more purposeful visual language

The redesign introduces a more refined visual direction, with a stronger focus on typography, layout, structure and clarity. The overall aesthetic is more editorial and premium, creating a visual language that feels appropriate to the level of experience and expertise I bring to each project.

Even the colours have evolved. Rather than using colour primarily to attract attention or add emphasis, I now use it with greater intention — to support the layout, guide the viewer and create hierarchy. Colour becomes part of the communication system, helping information feel more accessible and the overall experience more cohesive.

The result is a cleaner, more balanced identity that gives the content room to breathe and puts the focus on the work itself.

Design that reflects how I work

The new website is not simply a visual update. It is also an opportunity to communicate my services and approach more clearly. Presentation design, editorial and information design, and brand communication remain at the core of what I do, supported by strategic thinking and a structured, collaborative process.

I want the experience of exploring my work to reflect the experience of working with me: clear, thoughtful, direct and focused on meaningful outcomes.

Looking ahead

Redesigning my personal brand has been a natural step in the evolution of my freelance business. It brings my visual identity, professional positioning and ambitions closer together.

For me, growing up as a designer doesn't mean becoming less creative. It means understanding when creativity should lead, when it should support a strategy and when simplicity communicates more effectively.

This new identity feels more aligned with who I am today and where I want to take my work next. It's a foundation to build on — one that leaves room to keep learning, evolving and creating with purpose.