Should your brand stand out or fit in? The answer is both. This article explores why successful brands first need to belong in their category before they can become memorable.

A successful brand should connect with your customers, but it should also feel like a genuine reflection of you. Here's why that matters more than you might think.

A strong brand doesn't just look good. It should be easy to use, flexible enough to grow with your business and designed for the real world.

Before you think about logos and packaging, ask yourself one simple question: why would somebody choose your product? This article explores how four food brands use story, trust, understanding and desire to connect with the right customers.

Many business owners say they’re “not creative” when what they really mean is “I’m not artistic”. I’m not convinced those things are the same. Creativity often looks much more like problem solving than painting.

AI has changed parts of the creative process, but perhaps not in the way I expected. Rather than making me focus more heavily on efficiency or technical skills, it’s reinforced the importance of conversation, judgement and the human side of design. Reflecting on a question from a first-year design student, I explore what AI has clarified about where I think my value really sits.

Simple logos often look effortless, but the real work usually happens behind the scenes. This article explores why simplicity in branding is rarely as simple as it appears, and why refinement, restraint and clear thinking often take the most time.

You shouldn’t need to know the “right” design language to confidently talk about your own business. This article explores why I choose to keep communication jargon-free and how clearer conversations often lead to better creative outcomes.

Small tweaks to your logo can feel harmless. A colour change here, a slight adjustment there. But over time, those changes add up and start to erode something far more important: recognition. Before long, your brand becomes something that’s different everywhere you see it.

Clients often ask to “talk about colour”, but colour isn’t fixed, objective or shared in the way we often assume. Here’s why words alone usually aren’t enough, and what works better instead.

As a designer, I naturally think about brands from a visual point of view. But when it comes to naming your business, there are some practical considerations that matter just as much as how it looks on a logo. Here are a few things I often talk through with clients.

Thirteen years ago, I did a weird little experiment.

Before I’d even had my breakfast, I started snapping photos of every logo I saw in my home. Cereal box. Toothpaste tube. Clothing labels. Milk packaging. Nappy pack. The works.

Great food packaging design attracts attention, communicates information and creates a positive brand impression. As a food packaging designer it’s my job is to make sure your product’s packaging does all these things.