Brand systems, editorial design and campaigns across physical and digital touchpoints
My background in graphic design continues to shape the way I approach digital products. It has given me a strong grounding in typography, hierarchy, colour and consistency, together with practical experience of taking ideas from early concepts through to finished artwork and production.
This page brings together a selection of earlier brand and visual-design work, including a company-wide rebrand, corporate identity and editorial design, and campaign work produced across print, digital and live events.
Together, these projects demonstrate the visual craft, systems thinking and production awareness that I continue to bring to digital product design – considering not only how something looks, but how consistently and effectively it works across every touchpoint.
Flowtech rebrand and rollout
Flowtech's existing identity no longer reflected the scale or ambitions of the business. I explored a range of logo directions and colour palettes before developing the chosen design into a flexible identity that could work across signage, print and digital channels. I created horizontal and stacked versions of the logo and documented the colour palette, typography and supporting elements in a set of brand guidelines.
Flowtech identity development and guidelines, from early concepts to the final brand system.
The new identity launched in January 2021. Ahead of the launch, I designed an email teaser campaign and produced a reveal video, working with the marketing team on the storyboard and copy. The launch was supported by a new company brochure before the identity was rolled out across UK and international site signage, the website, social media, the mobile app, stationery, promotional items and staff workwear.
I continued to apply the system across magazine advertising, brochures, posters and internal communications. Designing for such a varied set of formats required enough flexibility for each application while maintaining a recognisable and consistent brand.
The teaser campaign, company brochure and applications across signage, stationery and digital channels.
Corporate identity and editorial design
Flowtech Fluidpower plc was the parent company of Flowtech and several other businesses. As its role developed beyond that of a holding company, it needed an identity of its own. I created a brand centred on an abstract letter F that could work as both a corporate logo and a recognisable standalone graphic.
A corporate identity developed for the group's previous organisational structure.
The identity was later retired when the group consolidated its businesses under the Flowtech brand. It remains a useful example of developing and applying a visual system for a distinct corporate audience.
I extended the identity into the office environment through a modular feature wall made from panels in the brand colours. Selected panels held case studies from across the group and could be updated without rebuilding the complete installation. The standalone graphic was also applied to the office's glass partitions.
A modular office feature wall designed so that new group case studies could be added over time.
Alongside the identity work, I designed and produced the plc's annual, half-year and strategic reports. These content-heavy publications required clear hierarchy, consistency and close attention to detail under fixed reporting deadlines. The shareholder reports used a more formal corporate structure, while the employee-facing strategic report included a more accessible yearbook of stories from across the group.
Annual, half-year and employee-facing strategic reports designed for different audiences.
Selected campaigns and production work
Alongside the identity projects, I produced visual communications for distributor catalogues, campaigns and events.
For Flowtech's catalogue programme, I created a range of adaptable cover concepts that distributors could personalise with their own identities, as well as bespoke inner and outer covers. I managed the artwork and approval process for more than 130 catalogue variations, balancing visual variety with a practical template system and immovable print deadlines.
A selection of flexible cover templates created for more than 130 distributor catalogue variations.
For the Flowtech Convention, I worked with the marketing team to develop the event theme, teaser campaign and visual identity. I then carried the concept across invitations, menus, signage and supporting event literature, creating a coordinated experience from the initial announcement through to the event itself.
Teasers, event identity, invitations, menus and signage developed with the marketing team.