Websites & brand systems

A travel-tech company building an AI platform for travel agencies. They had a product to explain and no visual language to explain it in — no identity, no interface conventions, and a launch date already fixed.

Everything had to hold across three surfaces at once: the product interface, the marketing site, and investor material. There was no room for a brand phase followed by a product phase.

Wordmark and marks, a two-weight type scale, an interface palette built for dark surfaces first, component patterns for the product screens, and the marketing site on the same tokens.

The identity, the product interface, and the investor deck all run on one system — new screens and new slides get assembled from existing parts instead of designed from scratch.

An M&A advisory for the German mid-market. Their clients are owners deciding who to trust with the sale of a company they spent a lifetime building — the design had to read as established from the first screen.

A young firm addressing an audience that reads confidence as longevity. Nothing in the visual language could look new, experimental, or like a startup.

Wordmark, a single-family type system, a narrow palette, document and deck templates, and the website — built so a page can be added without a design decision being made.

The firm presents to owners and investors on templates rather than one-off documents, and the visual language holds without a designer in the loop.

My own portfolio, and the one case where the artefact is also the proof. The previous version listed everything I had ever made at the same level — concept art beside brand work beside tattoo design, with no hierarchy.

All of it was real work I was glad to have made. The problem was not quality. It was that someone looking to commission a website had no way to find the evidence that I build websites.

Rebuilt from the structure up: two peer service lines, three case studies on one template, a filtered work grid, and Origin as a causal sequence rather than a timeline.

A visitor can see what I do, what it would cost them in time, and what the work looks like — in that order, in under a minute.