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This project involved reimagining the iconic William Hill monogram —originally built from the letters “W” and “H”— and translating it into Chinese characters while preserving the brand’s visual DNA. It was an innovative and culturally sensitive design challenge that required coordination with Asian teams, linguistic analysis, and high-level approval. The final design was presented directly to the CEO and approved.

Adaptive redesign of the William Hill monogram for cultural integration in the Chinese market
· Innovative redesign of the W-H monogram, adapted into Chinese characters while retaining the brand’s heritage and visual essence.
· Extensive intercultural research, combining typographic, semiotic and symbolic studies of Chinese writing and visual representation.
· Direct coordination with Asian stakeholders, ensuring linguistic accuracy and cultural sensitivity throughout the process.
· Executive-level presentation to the CEO, receiving full approval for the Asian market adaptation.
· Complete project ownership, leading both the creative direction and the operational development from concept to final delivery.
· Balanced translation between British tradition and Chinese visual codes, creating a hybrid monogram that functions in both contexts.
· Brand-system coherence, integrating the redesigned monogram into William Hill’s visual architecture without compromising identity.
· Autonomous and strategic design process, ensuring technical precision, cultural alignment and a high level of craft.

https://www.twine.net/signin

Strategic brand refinement for TTI Algeciras, a leading semi-automated terminal.
The company needed a conservative, low-impact update to refresh perception internally and signal progress without disrupting its highly traditional ecosystem. I led a full technical audit, adjusted the logo and color system with precision, unified inconsistent applications, and delivered a refined identity aligned with TTI’s future transformation roadmap.

TTI needed to modernize its brand without creating disruption. Their clients are conservative and expect visual continuity, but internally the team wanted to communicate progress, renewal, and a forward-looking vision. The existing applications were inconsistent, technically flawed, and fragmented across departments.
I performed a detailed audit of the brand’s entire visual ecosystem: logo construction, color values, typography, digital presence, and operational applications. Through incremental, invisible-to-the-public adjustments, I defined a strategy for a “conservative modernization,” focusing on technical excellence, consistency, and visual coherence.

• Audit of the existing visual identity and its applications.
• Refined the logo and color system.
• Unified the entire visual ecosystem to ensure consistency across digital and physical touchpoints.
• Developed updated brand guidelines and implementation tools for internal teams.
• Directed the rollout across uniforms, signage, corporate materials, and digital channels.

Green Energy Hub brings together key players in the emerging green-hydrogen landscape of Southern Europe. The project required a brand that could align multiple companies, communicate neutrality, and present the initiative as a high-potential European energy cluster. I led the full strategic and creative development, building a scalable identity that balanced technical rigor with collaborative ambition.

The target of this project is design a non-competitive identity for a port-driven initiative that must appear collective, neutral and internationally credible. The brand needed to unite independent companies, speak to European institutions, and avoid the visual dominance of any single stakeholder.

• Led full brand strategy and positioning
• Defined tone of voice and communication framework
• Directed the visual identity system
• Delivered full brand guidelines and executive presentations