The one where I gave a London icon a bit of a facelift
(whilst maintaining an olympic- sized legacy).
(whilst maintaining an olympic- sized legacy).
I led the London Stadium brand refresh, a project that needed to modernise the logo and visual identity without looking like a major (and expensive) overhaul. With the stadium’s owners, LLP, facing criticism in the media over past spending, the brief was clear. Make it better and make it modern, but make it subtle.
I streamlined the logo, updated the outdated typography with the stadium’s corporate font and gave 'London' and 'Stadium' equal weighting so the name felt balanced rather than London-heavy. By using a slightly more vibrant version of the existing colour palette and selecting more dynamic, energetic imagery, I created a cleaner, more contemporary look without straying too far from the original identity. To honour the stadium’s architecture, I introduced a triangular graphic element across materials, creating a distinctive visual link to the venue itself.
Despite the tight restrictions, it turned out to be a genuinely rewarding brief. The Chief Executive’s reaction – “yes, that’s my logo right there” – was perfect feedback. The refresh was rolled out quietly… and hopefully a few people noticed the difference.
the one that hopefully didn't look crêpe.
Nestled past the boozing bankers of Artillery Passage, this contemporary French crêperie took it's inspiration from the traditional French town of St Malo (famous for its high quality galettes) and executed the cosiest of culinary concepts. We’re talking crêpes and galettes pushed to their limits.
I took the colour palette from the cosy interior and the logo was kept simple with the addition of the traditional folded crêpe shape in the 'o', looking like a crêpe on a plate. I naturally had to try L'ami Malo out to make sure everything tasted as good as the branding looked... and it did.
the one with pÂtisserie, viennoiserie, boulangerie & Hedonerie.
For Hedone, the Michelin-starred restaurant in West London, I created the name and branding for their sister bakery when Mikael Jonsson, the man behind the star, decided to expand beyond simply baking the restaurant’s bread. It was originally going to be called Hedone Bakery, but I proposed Hedonerie – a name that felt far more indulgent, crafted and true to their personality.
I kept the restaurant’s distinctive ‘H’ for continuity, and Hedonerie went on to supply Selfridges with pâtisserie, viennoiserie and boulangerie. I also took on the very serious responsibility of product quality control… strictly for professional reasons, of course. It remains some of the best bread and baked goods I’ve ever blessed my mouth with.
the one with a bit on the side...
I was asked to create the branding for The Side Room, a brasserie tucked just off the main restaurant for an international hotel group. The name did half the work, so I let the design do the rest, creating a logo using brackets that formed a door shape. Brackets separate ideas in a sentence and The Side Room was exactly that: its own little separate experience. The motif was designed to run throughout the whole identity and interior.
Sadly, the project was sidelined (yes, I had to), so it never launched, but it remains a personal favourite.
the one with actual elton john and a nasa engineer.
I spent three months leading a full brand refresh and campaign for PEEX, a music-tech startup already touring with Elton John. PEEX is a brilliant bit of kit – it's wearable tech that gives you crystal-clear, lag-free audio anywhere in the venue, plus an app that lets you mix the vocals and instruments yourself.
The issue? None of that was being communicated. The old branding was muddled, the photography looked like people vibing alone in their bedrooms and the messaging was drowning in jargon. Even the tagline, “The future of live music is here”, didn’t actually say anything about the experience.
I introduced a new art direction, clearer consumer-friendly messaging and a stronger, more emotive tagline. The result was sharper clarity, stronger pre-sales and a very welcome lift in awareness, finally showing people what PEEX actually feels like.
The One Where You Finally Join the Resistance (Bands).
With a name like The Movement Co-op and a founder called Ema, the logo more or less created itself. I developed the branding and launch materials for her Dorset Pilates studio, where laughter is very much part of the workout plan.
The one where the pixels threw a haus party.
Pixelhaus needed a brand that could unite their trifecta of talents – web design, photography and video – without feeling like three separate studios sharing a Wi-Fi password. I created an identity that brought all their craft under one roof (or haus, if you will), leaning into a playful, modern Bauhaus aesthetic that celebrates their love of meticulous detail and big creative energy.
The result: a flexible, characterful brand system that showcases their work with clarity and personality and proves that when your pixels are this well-behaved, they deserve a haus of their own.
The one where the branding stopped 404-ing.
C-Serv build high-performing global tech teams at speed, but their branding wasn’t exactly keeping pace. They asked me to create an identity that could scale as confidently as their engineers do, without the jargon, the noise or the 'enterprise grey' that plagues half the industry.
I developed a bold, streamlined brand system that put clarity and momentum front and centre, giving C-Serv a visual language as agile and globally minded as the teams they build. Clean, modern and deceptively simple, it’s a brand engineered to perform, no debugging required.
The one where the beach wasn’t the only thing worth crossing for.
Haven Ferry Café sits right beside the start of the queue fr the Sandbanks ferry, which in summer basically becomes a slow-moving, slightly sunburnt car park. A captive audience, if ever there was one. It’s a wonderfully quirky, proudly traditional café serving a cracking fry-up, a proper brew and the kind of no-nonsense charm that keeps locals and holidaymakers equally loyal.
I created the branding to capture exactly that, warm, characterful, a little tongue-in-cheek and unmistakably 'Haven Ferry'. The sort of identity that feels right at home whether you’re grabbing breakfast before the beach or waiting out yet another bumper-to-bumper queue. And yes, I’m disproportionately pleased with the life preserver dunked into the cuppa like a biscuit.
The ones where the brief began and ended with “a logo, please.”
