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Brand Identity

Logos and identity systems for small businesses, shown the way they actually got made.

Disciplines
Logo, identity, print
Deliverables
Vector suites, print files, usage notes
Typical scope
Two to six weeks
Tools
Illustrator, Photoshop, InDesign, Figma

Design that survives contact with production

Most design looks fine in a presentation and falls apart the moment it meets a printer, a developer or a 40 pixel app icon. I design backwards from the hardest place a mark has to live.

A logo gets tested at favicon size before it is ever shown at hero size. Colour gets built to hold up in CMYK and on a phone at full brightness. Type systems get real fallbacks.

Clients see the working process, from numbered concept sheets to the final suite, and they get the source files at the end so the brand keeps going when I am not in the room.

  • Logo and mark design, tested small first
  • Numbered concept rounds you can mix and match
  • Final suites in stacked, line and icon lockups
  • Print ready cards, flyers and signage
  • Source files in vector, for print and digital
Clients

FM Custom Cleaning

A cleaning company that wanted to look established from day one. Two rounds of concepts got to a serif monogram that holds up foiled on a card or printed on a uniform.

FMCC logo concept sheet with five numbered layout options and eight lettered font options for the FMCC monogram
Round one. Five layouts and eight type directions, numbered so the client could mix and match
Four variations of the FMCC wordmark with FM Custom Cleaning underneath, each with different horizontal rule treatments
Round two. The chosen layout tested with different rule weights
The final FMCC logo suite in white on dark: a stacked lockup, a horizontal line lockup and a compact FM over CC monogram
Final suite. Stacked, line and letter lockups for every format
FMCC logo printed in gold foil on black paper resting on white marble
Gold foil on black stock
Lime green t-shirt with the FMCC monogram in white and a matching hang tag
Uniform tee and hang tag

The Pups Closet

Clothing for small dogs. The mark, the launch creative and the unglamorous pieces a shop actually needs, like a sizing guide customers can follow.

The Pups Closet logo, a coat hanger with the brand name, in copper foil on dark textured paper
The hanger mark, in copper foil
Coming soon banner for The Pups Closet with two small dogs in outfits pinned like polaroids and a follow prompt for the Instagram account
Launch banner for the first drop
How to measure your pup guide with a line drawing of a dog marking neck, chest and length, with fitting advice below
Sizing guide, written so customers stop guessing

MGMT Autoworks

Repair, EV and performance shop in Concord. The card carries the whole service list without crowding the wordmark. Their Ceramic Pro car is on the vehicles page.

MGMT Autoworks business card. Front shows the bold MGMT wordmark, back lists contact details, services and a QR code
Business card, front and back, for an EV and performance shop in Concord

Car 6 Spa

Detailing shop in Etobicoke. A glowing car outline over the Toronto skyline, and a service menu built to be read from across a counter.

Car 6 Spa business cards on carbon fibre texture. The front shows a glowing car outline logo over the Toronto skyline, the back shows contact details
Business card. The Toronto skyline sits behind the mark on the front
Car 6 Spa flyer with bronze, silver and gold package tiers priced at 70, 150 and 300 dollars and a list of additional services
Service menu flyer with three tiered packages

FRZN and Chill St

House e-liquid lines for VapeMeet, separate from Stripe. The FRZN label is shown flat and then printed and photographed, which is the whole job in two frames.

Flat FRZN e-liquid label with a frosted black panel in the middle and bilingual warning, ingredient and opening instructions on either side
FRZN 60mL label, flat artwork with bilingual regulatory panels
Two FRZN e-liquid bottles, 60mL and 30mL, standing on a snowy ledge
The same FRZN label, printed and shot in the snow
Chill St E-Liquid logo designed as two crossed street signs on a post, with Salt Nicotine underneath
Chill St e-liquid mark, built from a street sign

More marks

Smaller identity jobs, plus the VapeMeet mark itself.

Luxeline Aesthetics logo in black serif capitals with Aesthetics in script, on a quilted white background
Luxeline Aesthetics. Serif wordmark with a hand script line
Circular badge logo with a hand drawn portrait of a young boy above the words Kicked in the Candies
Kicked in the Candies. Hand drawn portrait badge
The VapeMeet logo mark, a geometric V inside a broken circle, embossed in silver on oxblood leather
VapeMeet mark, blind embossed on leather

Process samples

Royal Cleaning and Pinstripe are concept briefs, not paid clients. I made them to show prospective clients exactly how a project runs before they commit to one.

Royal Cleaning Services logo shown as a business card and a large wall sign on a grey textured wall
Royal Cleaning. A concept brief built to show clients how a project runs
Pinstripe Barber Shop logo shown on a framed print and a small card, in black on white
Pinstripe Barber Shop. Concept brief, same purpose
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