Work with a wide range of individuals and small businesses, focussing on website design and styling, logo design and branding, and designing and preparing material for print or online marketing.

Bespoke design and website customisation for a company providing hosting and CMS sites to holistic therapists. I also provide ongoing design services to WebHealer for their own marketing, in print and online, and was lead designer and illustrator for their 2021 rebranding.From 2006 - 2019 WebHealer’s websites used a fixed HTML structure and base styling that could be customised with a layer of bespoke CSS. I worked within that structure to develop layouts for clients, while keeping to house rules on standards, browser support, SEO and accessibility.In 2019 WebHealer replaced their CMS with one based on a WordPress site builder. I helped with the transition to this new setup, designing a set of themes for their new team of in-house designers to work with.As a freelancer I work with WebHealer’s clients independently; from making initial contact, through the design, iteration and coding stage, to final handoff and support in helping them take editorial control of their website. This, and the requirements of working with up to five clients at a time, necessitated creating my own approach to managing work at scale - keeping each job moving forwards in a rotating schedule, and clearly communicating project milestones and costs to people who were not always design- or tech-literate.As many clients are beginning in practice or have not considered a wider marketing approach, I often provide further logo, branding or marketing design services, extra to website customisation.

Cooperativa Tierra y Libertad provides a collective voice for small-scale organic farmers in Spain, and produces promotional material and packages products under its own label for sale across Europe. I am one of the founder members of the Cooperative and created the visual identity for the group. I maintain the coop’s multilingual website, and design its product packaging.Familiarity working in other languages is important; product labels are printed and delivered in Spain, which involves communication with producers and printers in Spanish. Website page layouts and short promotional films are created using translations from Spanish into English, French and Dutch.Design for product labels in two or three languages requires a special consideration of layout and spacing, as well as an understanding of food labelling regulations within the EU and EEA. As the cooperative tends to produce at small-scale, print runs are often limited, which means cost per label is a key consideration when looking at developing a design for a new product.My work for Cooperativa Tierra y Libertad has helped a group of small businesses outreach anything they could have achieved by marketing individually. They have found new clients across Europe, selling products into France, Belgium and Switzerland with labelling that is distinctive and eye-catching.

Branding, design and layout for an Irish company providing low-cost web hosting & maintenance. Positioning itself as a disruptor in the hosting marketplace, the core message of WebHero focusses on cost. With this in mind, we decided its logo and brand identity should be functional, unobtrusive and knowingly take a ‘no frills’ approach, with the website layout and styling being more important in enhancing that cost message. Initial concept sketches were based on an illustrative approach, with the idea of adding colour, shape and visual punctuation to the website’s written copy. After preparing some sample illustrations and layouts, WebHero decided to shift focus towards fewer and flatter illustrations, bold colours, and a stronger use of fonts; promoting value for money and simplicity of use through a vibrant, modular design that echoes the look of the sites they offer.Designs for the logo and wider branding were worked on in tandem with layouts for the website, so as soon as they were ready, those designs could be handed over to developers. This collaborative approach helped us move from initial concept sketches, through a couple of different identities and on to final styling and website development in under a month.Working on the WebHero website offered a good lesson in how it is sometimes necessary to let go of an idea, to change or discard aspects of an approach if they stop helping to communicate the message. The final website design ended up some distance from those initial sketches, but wouldn’t have been achieved without them

Development of logo, styling and product labels for a supplement company based in Ireland. A design focussing on the contrast between a clean, geometric logo and a set of hand-drawn, earthier background textures. I produced a number of initial logo options and from those a set of packaging designs that went into production in 2022.Going against convention, we targeted our work to move outside the normal design approach for this type of supplement. Reducing contrast and employing lighter font weights, we created a refined and clean style, intended to stand out against other products in what is traditionally seen as a bold, powerful market.I designed a colour + background texture approach that can be customised individually to each product within a standard packaging layout, providing a ready-made and cost-effective basic label style that can be easily extended into different formats. It was a great working relationship with a client willing to explore and invest in ideas, from proposal designs through to the final product.

High-impact, bold and contrasting logo design for a company creating open source replica flight simulator controls.A flexible design based on the Pilot Wings or Aviator Badge, that can work as a logo or be converted into a seal for verification and accreditation. Usable at small or large sizes in web, print and public display. I also provided the client with a collection of background assets, to combine and add variety to the motif in use.

On-board from day one, I helped create the visual identity for an organic food retailer and wholesaler in Leuven and Brussels, and developed approaches to visual communication online, in print and in their retail spaces. As they were a startup on a small budget I had to be focussed, nimble, and allocate limited resources to preparing physical spaces as well as design.The Food Hub design system is centred on a collection of highly detailed vector icons, defining different products, which can be connected to producers in an immediate and easily identifiable way on large promotional "farmers' boards". The icons are also used interchangeably to create an evolving range of logo options.Central to the philosophy of the Food Hub is its in-store price labelling, which was designed to make the origin and cost breakdown of each product as transparent as possible. The design of the label was an exercise in fitting maximum information into minimum space, using charts, colour and font choices to aid the process.

Graphic design and layout design for both print and online material; all work was carried out following an existing style guide. Looking to provide continuity with previous advertising and marketing material, while also taking it in new directions, I focussed on developing the connection of the company’s colour scheme to the subject matter, and broadening the use of third-party illustration.Projects were often deadline-based, and in the case of UK Budget Statement or election reports would require preparing and finalising as an interactive PDF document of up to 60 pages within hours, for release on the same or following day. Working remotely, this high-pressure environment required close collaboration with the team at Vuelio and a well-organised, responsive and iterative workflow in the studio.

Development of a new logo and branding for social services organization Atelier Groot Eiland, with distinctive extensions of the main design for three different projects: an urban garden, a restaurant and a sandwich shop.I worked on the logo design, fonts and colour scheme, from first concept through to completion and handover to the in-house design team, and prepared samples of possible promotional material, as proof of concept and to provide guidelines for extending the original styling into more complex everyday use.The design is applied extensively online and heavily on-site, in physical products like water bottles and signage, so it had to be distinctive at scale, contrasting and also modular, with a clear and practical way to define each of the charity’s three concerns.