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This case study details the journey of creating the branding, design system and site for my personal brand. You can see it live in my site!

Table of contents

Contacts

1. Introduction

My personal brand had become inconsistent and no longer reflected my professional expertise. My logo felt outdated, and my personal site had evolved without a clear set of rules, resulting in a disconnected experience.

In my professional experience I specialised in crafting great design systems, I knew the solution was to treat myself as a client and apply that same rigorous, system-level thinking to my own brand.

The objective was to reposition my brand to clearly identify me as a professional, competent, and structured product designer with a background in motion and digital design.

1.1. The Goal

My goal was to move from an inconsistent identity to a scalable, professional brand. This required three key deliverables:

  1. A new logo: To create a modern, professional and versatile logo that could be used consistently across my site, social media, CV, and other assets.
  2. A design system: To build the single source of truth for my brand. This system would be the foundation for a reusable Figma library and would be used to build my new portfolio site.
  3. A new site: To build a site that is up-to-date and engaging in order to communicate as clearly as possible my expertise and services.

2. Logo Design

I designed a new logo rooted in geometric principles, resulting in a balanced, round, and proportional mark.

My process began by first crafting the logomark, ensuring it was strong and scalable enough to stand on its own. From this foundation, I expanded it into the full logo.

This logomark first approach guarantees the identity works perfectly across all intended visual mediums, from a small favicon to a large-scale print. The final system is delivered as two primary components: the logomark and the full logo.

2.1. Brand Logo

Logo with brand colour to be used on white backgrounds