— Brand as a system
of meaning.
Independent Brand Designer and Design Director working at the intersection of concept, craft and strategy. Grounded in first principles — where form and function are inseparable, and every design decision is an argument for something.
A practice shaped across studios, agencies, startups and consultancies — leading projects from New York to Singapore and across Europe. Teaching Design Methodology and Systems Thinking on the DSPI Master at Politecnico di Milano. Member of Avansere, a collective of senior strategists, designers and entrepreneurs.
Based in London, working globally.
Concept drives everything. The form is only as strong as the idea it carries.
The work is done when nothing can be removed. Not minimal — resolved.
Not a skill. Not a style. The refusal to stop before the work is true.
Antler
Coca-Cola
Disney
Iberia
IKEA
Leica
Levis
Microsoft
Natwest
NielsenIQ
PSG
Reef
Siemens
&More
Consumer Goods
Design & Architecture
Education
Entertainment
Finance
Hospitality
Lifestyle
Luxury
Sport
Startup
Sustainability
Technology
Telco
THINK
Drawing on research and intuition, I envision, articulate, and visualise the fundamental basis upon which a brand, product, or service can thrive.
Brand Audit
Brand Platforms
Brand Strategy
Brand Tone of Voice
Communication Strategy
Consultancy
Creative Direction
Design Strategy
Naming
Operations
DO
I conceptualise and construct the components that constitute the overall brand or product experience across various touch-points.
Art Direction
Brand Design Systems
Brand Implementation
Branding
Creative Toolkits
Design Systems
Digital Product Design
Editorial Design
Motion Direction
Packaging Design
UX / UI
Web & Software Design
Brand identity for Loop — a startup building tools and community for people who cycle for the pleasure of riding better.
New Forms at Politecnico di Milano — brand, design, systems thinking, and AI as a creative partner, brought into a master course.
Visual research with Avery Dennison, testing the outer limits of what their brand system can carry.
Joined Avansere Collective as a design partner — a tight network where strategy and making stay in the same room.
Brought in by Matter of Form, a London-based luxury agency, to collaborate on a brand engagement.
Brand identity for Enginuity — an AI-powered tool that makes intellectual property navigable for engineers.
Brand identity for Targetstar — built around the athlete, connecting sport performance and technology for a new generation of practitioners.
At Politecnico di Milano, the course expanded into adaptive design — how brand systems flex, hold shape, and respond to change.
Brand program for M&M — a startup built to close the financial literacy gap for women.
Brand work for NR — a solopreneur at the intersection of business and science.
Rebranded The Bloombox for GLab — a Canadian startup building a toolkit designed around human flourishing.
Brand identity for LCID, Luca Corvatta's industrial design studio. A system built to hold rigour and craft in equal measure.
At Politecnico di Milano's Master in Communication & Strategy — concept creation as the foundation of design practice.
Design system for Jio — one visual language across telecoms, media, and digital services at scale.
Self-initiated project to deliver minimum viable brands for SMEs and solopreneurs. Considered brand work at the early stage.
100 handmade characters, released as NFTs on the Ethereum blockchain. Entirely hand-drawn.
NDA collaboration with London-based Studio SABOTAGE.
Embedded with QIMA® — a global quality control operator — to accelerate design and digital product output.
At Politecnico di Milano's Master in Communication & Strategy — design as language, from concept to system.
Brand identity for Francesco Ponzoni — photographer and director, Milan.