When a brand looks for its soul or must change but can’t lose itself, it needs a brand identity or a rebrand.

I approach identity work as discovery, not invention.

Not every project requires a complete visual overhaul.

Sometimes what's needed is perspective.

The goal is to find the visual expression that feels inevitable for this particular brand. When the identity is right, people recognize it immediately.

I partner with founders, creative directors, and in-house teams to sharpen their visual thinking. This might mean auditing an existing brand, guiding a brand in progress, or rework a brand’s core.

Before any visual work, I usually work on bottling the feeling of a brand in it’s different kinds, forms and nuances.

Only after this process a visual system can be build, and a recognizable brand identity be developed.

The version that still feels right in years from now. Not following trends. Trends are easy to follow and expensive to recover from.

I'd rather build something true. The visual expression that could only belong to this brand.