A senior brand designer and project lead with over 10 years of experience delivering brand and digital design for purpose-led organisations. I specialise in thoughtful, strategic visual storytelling that brings clarity and emotional resonance to complex ideas. My work spans brand identity, campaign creation, and digital experiences for female-led businesses, charities, pro-social organisations, and public sector clients. Helping organisations connect with their audiences through accessible, beautifully crafted design.…A senior brand designer and project lead with over 10 years of experience delivering brand and digital design for purpose-led organisations. I specialise in thoughtful, strategic visual storytelling that brings clarity and emotional resonance to complex ideas. My work spans brand identity, campaign creation, and digital experiences for female-led businesses, charities, pro-social organisations, and public sector clients. Helping organisations connect with their audiences through accessible, beautifully crafted design.WWW…
A senior brand designer and project lead with over 10 years of experience delivering brand and digital design for purpose-led organisations. I specialise in thoughtful, strategic visual storytelling that brings clarity and emotional resonance to complex ideas. My work spans brand identity, campaign creation, and digital experiences for female-led businesses, charities, pro-social organisations, and public sector clients. Helping organisations connect with their audiences through accessible, beautifully crafted design.…A senior brand designer and project lead with over 10 years of experience delivering brand and digital design for purpose-led organisations. I specialise in thoughtful, strategic visual storytelling that brings clarity and emotional resonance to complex ideas. My work spans brand identity, campaign creation, and digital experiences for female-led businesses, charities, pro-social organisations, and public sector clients. Helping organisations connect with their audiences through accessible, beautifully crafted design.WWWW…
Available to hire
A senior brand designer and project lead with over 10 years of experience delivering brand and digital design for purpose-led organisations. I specialise in thoughtful, strategic visual storytelling that brings clarity and emotional resonance to complex ideas. My work spans brand identity, campaign creation, and digital experiences for female-led businesses, charities, pro-social organisations, and public sector clients. Helping organisations connect with their audiences through accessible, beautifully crafted design.
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Language
English
Fluent
Work Experience
Freelance Brand Designer / Creative Lead at Independent / Agency Model
January 1, 2014 - November 19, 2025Lead end-to-end brand and digital design projects across charity, public sector, and purpose-led start-ups. Delivered brand strategy, visual identities, digital campaigns, and website designs rooted in clarity, accessibility, and emotional impact.
Brand Designer (Contract) at Civic
January 1, 2020 - November 19, 2025Integrated brand and UI for a SaaS public safety tool; aligned brand identity across platforms; collaborated with strategy and product teams.
Senior Designer & Project Lead at E4 Education
January 1, 2011 - July 10, 2014Designed brand and digital experiences for education and public sector clients. Led identity and website rollouts; facilitated workshops and stakeholder engagement.
Education
Qualifications
Industry Experience
Non-Profit Organization, Education, Government, Software & Internet, Retail, Travel & Hospitality
Louise Thomas Skin Care Brand, Packaging & Ecommerce Design
My role: Senior Brand & Digital Designer & Creative Lead.
Louise Thomas Skin Care is a new UK-based skincare range created by Louise Thomas-Minns, a skin health aesthetician with over 25 years of experience. The range combines years of research with carefully sourced, high-performance, vegan and cruelty-free ingredients. Every product is eco-friendly and packaged using fully recyclable materials.
The challenge was launching a new brand into a crowded, highly competitive market. Through in-depth research, audience analysis and a strategic discovery phase, I developed a clear brand positioning that set Louise apart. The visual identity is simple, elegant and playful - balancing strong and soft elements to reflect both the science and the human expertise behind the range. This duality runs throughout the typography, colour palette, packaging and imagery.
The result is a distinctive, emotionally resonant brand with a compelling human story at its core. Even pre-launch, the brand built strong customer loyalty, helping Louise secure a second round of investment, land distribution partnerships, and gain support from high-profile influencers.
branding webdesigner designer logo…My role: Senior Brand & Digital Designer & Creative Lead.
Louise Thomas Skin Care is a new UK-based skincare range created by Louise Thomas-Minns, a skin health aesthetician with over 25 years of experience. The range combines years of research with carefully sourced, high-performance, vegan and cruelty-free ingredients. Every product is eco-friendly and packaged using fully recyclable materials.
The challenge was launching a new brand into a crowded, highly competitive market. Through in-depth research, audience analysis and a strategic discovery phase, I developed a clear brand positioning that set Louise apart. The visual identity is simple, elegant and playful - balancing strong and soft elements to reflect both the science and the human expertise behind the range. This duality runs throughout the typography, colour palette, packaging and imagery.
The result is a distinctive, emotionally resonant brand with a compelling human story at its core. Even pre-launch, the brand built strong customer loyalty, helping Louise secure a second round of investment, land distribution partnerships, and gain support from high-profile influencers.
branding webdesigner designer logoWW…
Care Rights UK Rebrand
My role: Brand & Digital Designer, Creative Lead
People experiencing poor-quality care often feel anxious, overwhelmed and unsure where to turn. Care Rights UK fills that gap by offering clear, accessible information alongside emotional and practical support, helping people understand their rights and navigate the complexities of the care system.
Formerly the Relatives & Residents Association (R&RA), the organisation needed to clarify its offer, modernise its identity and strengthen its campaigning impact. Through workshops, audience analysis and a collaborative discovery process, I helped define a clearer brand positioning and created a warm, human visual identity and tone of voice. The website was designed to feel like a safe, supportive space during moments of stress and uncertainty, with fresh, uplifting colours and approachable language that speaks to both supporters and those seeking help.
The resulting brand establishes Care Rights UK as “your care champion” - confident, compassionate and ready to advocate for change. With a new name, visual identity and digital presence, the organisation is positioned to reach more people, offer stronger support and take its fight for fair care to Parliament with renewed clarity and impact. branding designer projectlead uidesign…My role: Brand & Digital Designer, Creative Lead
People experiencing poor-quality care often feel anxious, overwhelmed and unsure where to turn. Care Rights UK fills that gap by offering clear, accessible information alongside emotional and practical support, helping people understand their rights and navigate the complexities of the care system.
Formerly the Relatives & Residents Association (R&RA), the organisation needed to clarify its offer, modernise its identity and strengthen its campaigning impact. Through workshops, audience analysis and a collaborative discovery process, I helped define a clearer brand positioning and created a warm, human visual identity and tone of voice. The website was designed to feel like a safe, supportive space during moments of stress and uncertainty, with fresh, uplifting colours and approachable language that speaks to both supporters and those seeking help.
The resulting brand establishes Care Rights UK as “your care champion” - confident, compassionate and ready to advocate for change. With a new name, visual identity and digital presence, the organisation is positioned to reach more people, offer stronger support and take its fight for fair care to Parliament with renewed clarity and impact. branding designer projectlead uidesignWW…
Made North Brand and Digital Project
My role: Brand & Digital/UI Designer, Creative Lead
Made North is a software company built on creativity, generosity and genuine partnership. Their aim is simple: to create tools that make life run more smoothly, while building long-lasting client relationships through their open, collaborative approach.
Founder Matt Williams wanted a brand that reflected their reputation for excellence and the warmth of their client relationships. Through workshops, research and competitor analysis, I helped define their values, story and personality, laying the foundations for a brand identity that felt authentic, distinctive and trustworthy.
The resulting visual identity is shaped by fine lines, fluid forms and a natural colour palette, brought together with a modern humanist typeface. Inspired by the landscapes of the north - its stones, hills and pathways - the brand carries a sense of strength, clarity and timelessness that reflects Made North’s ethos and the grounding, dependable nature of their work.
webdesigner designer graphicdesigner branding logo…My role: Brand & Digital/UI Designer, Creative Lead
Made North is a software company built on creativity, generosity and genuine partnership. Their aim is simple: to create tools that make life run more smoothly, while building long-lasting client relationships through their open, collaborative approach.
Founder Matt Williams wanted a brand that reflected their reputation for excellence and the warmth of their client relationships. Through workshops, research and competitor analysis, I helped define their values, story and personality, laying the foundations for a brand identity that felt authentic, distinctive and trustworthy.
The resulting visual identity is shaped by fine lines, fluid forms and a natural colour palette, brought together with a modern humanist typeface. Inspired by the landscapes of the north - its stones, hills and pathways - the brand carries a sense of strength, clarity and timelessness that reflects Made North’s ethos and the grounding, dependable nature of their work.
webdesigner designer graphicdesigner branding logoWW…
This Has To Stop Campaign for Redbridge Borough Council
My role: Brand Designer, Brand Strategist, Creative Lead, Print Designer
Redbridge Borough Council’s This Has To Stop campaign takes a firm, unapologetic stance against sexist behaviour and violence against women and girls - addressing both overt abuse and everyday micro-aggressions. Informed by extensive research and the experiences of local women, the initiative engages schools, community groups and businesses in a borough-wide effort to drive meaningful cultural change. Behavioural insight–led interventions aim to disrupt perpetrator actions, empower bystanders, and shift community norms.
The name draws a clear line: this behaviour is unacceptable. The visual identity reinforces that message through a limited colour palette, bold typography and bespoke hand-drawn illustrations. The logomark itself communicates zero tolerance. These elements work alongside powerful photography of local police officers, commissioned by the Council, who now actively patrol the borough to improve women’s safety.
Unlike many campaigns that have historically placed responsibility on women, This Has To Stop focuses squarely on men -the primary perpetrators of sexist violence. The campaign has been widely covered across print and broadcast media and was awarded LGC Campaign of the Year 2025, recognising its innovation, impact and bold communications approach.
branding webdesigner illustrator designer logo campaigndesign…My role: Brand Designer, Brand Strategist, Creative Lead, Print Designer
Redbridge Borough Council’s This Has To Stop campaign takes a firm, unapologetic stance against sexist behaviour and violence against women and girls - addressing both overt abuse and everyday micro-aggressions. Informed by extensive research and the experiences of local women, the initiative engages schools, community groups and businesses in a borough-wide effort to drive meaningful cultural change. Behavioural insight–led interventions aim to disrupt perpetrator actions, empower bystanders, and shift community norms.
The name draws a clear line: this behaviour is unacceptable. The visual identity reinforces that message through a limited colour palette, bold typography and bespoke hand-drawn illustrations. The logomark itself communicates zero tolerance. These elements work alongside powerful photography of local police officers, commissioned by the Council, who now actively patrol the borough to improve women’s safety.
Unlike many campaigns that have historically placed responsibility on women, This Has To Stop focuses squarely on men -the primary perpetrators of sexist violence. The campaign has been widely covered across print and broadcast media and was awarded LGC Campaign of the Year 2025, recognising its innovation, impact and bold communications approach.
branding webdesigner illustrator designer logo campaigndesignWW…
Transform Trade Rebrand & Digital Design
My role: Brand & Digital Designer, Creative Lead
Transform Trade - formerly Traidcraft Exchange - is a global community of farmers, workers, collectives, campaigners and supporters working together for trade that values people over profit.
Following the Black Lives Matter movement and a wider reassessment of aid’s colonial legacy, the organisation undertook a major strategic overhaul, shifting from traditional funding to a participatory grant-making model. Over the course of nearly a year, I led the brand development process, running immersive workshops, stakeholder interviews, audience analysis and staff training to shape a new name, brand strategy and visual identity.
The new name, Transform Trade, anchors their mission and is supported by the strapline “So everybody benefits,” reflecting a commitment to equity and community-led change. The visual identity centres around a confident, minimal logomark and a restrained design system, allowing the voices and stories of the communities they support to take centre stage.
With a refreshed name, strategy and identity, Transform Trade now has a clear, cohesive brand that communicates its values with confidence and positions the organisation for meaningful impact in 2024 and beyond.
logo branding webdesigner designer uidesign…My role: Brand & Digital Designer, Creative Lead
Transform Trade - formerly Traidcraft Exchange - is a global community of farmers, workers, collectives, campaigners and supporters working together for trade that values people over profit.
Following the Black Lives Matter movement and a wider reassessment of aid’s colonial legacy, the organisation undertook a major strategic overhaul, shifting from traditional funding to a participatory grant-making model. Over the course of nearly a year, I led the brand development process, running immersive workshops, stakeholder interviews, audience analysis and staff training to shape a new name, brand strategy and visual identity.
The new name, Transform Trade, anchors their mission and is supported by the strapline “So everybody benefits,” reflecting a commitment to equity and community-led change. The visual identity centres around a confident, minimal logomark and a restrained design system, allowing the voices and stories of the communities they support to take centre stage.
With a refreshed name, strategy and identity, Transform Trade now has a clear, cohesive brand that communicates its values with confidence and positions the organisation for meaningful impact in 2024 and beyond.
logo branding webdesigner designer uidesignWW…
Hütte
My role: Brand & Digital/UI Designer, Brand Strategist, Creative Lead
Hütte, formerly known as ChaletAway, specialises in high-quality mountain accommodation, bespoke recommendations and low-impact travel. Founder Andrew Cameron’s vision sets the company apart through a focus on meaningful experiences, expert local insight and environmental responsibility.
Through a comprehensive discovery phase including workshops, feature refinement and competitor analysis, I developed a brand identity that feels, warm, trustworthy and rooted in nature. A mountain-inspired colour palette, bespoke illustrations and a modern, humanist typeface create a visual language that conveys quality, safety and approachability, guiding users confidently through the website experience.
The new name and visual identity clearly differentiate Hütte within the market, offering a distinctive, welcoming aesthetic that reflects the company’s values and mission. With its refreshed brand, Hütte is well-positioned to grow its presence and deliver memorable, sustainable mountain experiences.
graphicdesigner illustrator branding webdesigner designer logo UIdesign…My role: Brand & Digital/UI Designer, Brand Strategist, Creative Lead
Hütte, formerly known as ChaletAway, specialises in high-quality mountain accommodation, bespoke recommendations and low-impact travel. Founder Andrew Cameron’s vision sets the company apart through a focus on meaningful experiences, expert local insight and environmental responsibility.
Through a comprehensive discovery phase including workshops, feature refinement and competitor analysis, I developed a brand identity that feels, warm, trustworthy and rooted in nature. A mountain-inspired colour palette, bespoke illustrations and a modern, humanist typeface create a visual language that conveys quality, safety and approachability, guiding users confidently through the website experience.
The new name and visual identity clearly differentiate Hütte within the market, offering a distinctive, welcoming aesthetic that reflects the company’s values and mission. With its refreshed brand, Hütte is well-positioned to grow its presence and deliver memorable, sustainable mountain experiences.
graphicdesigner illustrator branding webdesigner designer logo UIdesignWW…
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