Strong branding starts with a clear and considered mark. Whether it is communicating the subject directly or capturing the feeling behind it, a well-designed mark helps set the tone and gives the work a sense of purpose and identity.

Making a mark

In most campaigns I build, some form of mark, typographic treatment or logo is developed to give the work its own character. The aim is always to create something that feels distinctive while remaining true to the wider brand guidelines, allowing the campaign to stand out without losing consistency.

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