Services / brand identityA brand that knows
exactly who it is.
Identity design grounded in strategy, built with intention, and made to work at every touchpoint — not just in the logo file. Strategy first. Aesthetics that support it.
The approachI learned brand the hard way — on the floor of Restoration Hardware in Newport Beach and in the merchandising rooms of Arhaus, where a brand is not a logo file. It is a feeling, a standard, and a set of decisions made consistently across every touchpoint. I developed visual merchandising strategies that rolled out across 90 Arhaus stores nationwide. That experience shapes every identity project I take on today.
Built the way the best retail brands build theirs — from the inside out.
What I offerFrom strategy to final file — everything your brand needs to show up consistently.
Brand Strategy
Before any visual decisions are made, we get clear on who you are, who you are talking to, and what you want people to feel when they encounter your brand. Strategy is not a separate step — it is the foundation every visual decision is built on.
Logo Design
A logo that works — not just looks good. I design primary logos, alternate variations, and icon marks that scale from a business card to a billboard, and hold up across every format you will actually use.
Colour Systems
A colour palette that is distinctly yours — chosen for meaning, contrast, and versatility across print and digital. Every colour is delivered with full specifications: hex, RGB, CMYK, and Pantone where relevant.
Typography
A font pairing that carries your brand voice — display, body, and accent — with clear guidance on hierarchy, sizing, and usage so your team can apply it consistently without having to ask.
Brand Guidelines
A comprehensive document that explains your brand to anyone who needs to use it — designers, printers, social media managers, developers. Clear, practical, and built for real-world use.
Supporting Assets
Business cards, letterhead, email signatures, social profile kits, and presentation templates — the assets you will actually use every day, designed to the same standard as the core identity.
What Brand Actually MeansA brand is not a logo.
It is a standard.
I spent years in environments where brand meant something specific — a level of quality, a consistency of presentation, a feeling that carried across every room, every campaign, and every customer interaction. That is the standard I bring to identity work.
A logo is where it starts, not where it ends. A complete brand identity is a system — one that tells the same story whether someone sees your business card, your website, your Instagram grid, or your email footer.
Brand strategy and positioning
Logo suite — primary, alternate, and icon mark
Full colour system with usage rules
Typography hierarchy and font licensing guidance
Who This Is ForYou are ready to look as good as you actually are.
Most of my brand clients come to me at a pivot point — they are launching something new, or they have been operating with a brand that no longer reflects how good the work actually is. Both are the right time.
I work with founders, small business owners, and creatives who are serious about building something that lasts. Not a quick logo. A considered identity that will serve the business for years.
New businesses launching for the first time
Established brands that have grown beyond their original identity
Creatives and studios building a practice
Product businesses preparing for a rebrand or launch
The Experience Behind the WorkWorking at Restoration Hardware and Arhaus — where brand standards had to hold across hundreds of locations, thousands of staff interactions, and every seasonal campaign — taught me how a brand either holds together or falls apart under pressure.
The identity work I do for clients is shaped by that experience. Not just what looks good, but what works — across formats, across uses, across time. A brand that is still serving you five years from now is the only kind worth building.
Brand at scale teaches you things a portfolio cannot.
Brand guidelines built for real-world use
Design that works in print and digital equally
Consistency systems your team can actually follow
A brand that scales as your business does
How it worksThe brand process, step by step.
01
Discovery
We start with a brand discovery session — a structured conversation about your business, your audience, your competitors, and what you want to be known for. I ask hard questions here, and that is intentional.
02
Strategy
I develop a brand positioning brief that defines your visual direction before any design begins. This is the document that makes every subsequent design decision defensible — and it is what separates considered identity work from aesthetic guesswork.
03
Design
With the strategy agreed, I build the visual identity — logo suite, colour system, typography, and supporting assets — presenting concepts in the context of real use cases so you can evaluate how they actually work, not just how they look in isolation.
04
Handoff
You receive the complete brand package — all files in every format, a full guidelines document, and a handoff call to walk through everything. Every file is named, organised, and ready for your designer, printer, or developer to use without confusion.
"A brand that knows who it is does not need to shout. It just needs to show up the same way, every time."
— Alexandra GibsonCommon questionsEverything you want to know before getting in touch.
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Both options are available. Some clients need a full brand identity built from strategy through to guidelines. Others have an existing brand they love and need specific assets — an icon mark, a colour expansion, a new variation. Tell me where you are and we will figure out the right scope together.
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As involved as you want to be. The brand strategy session requires your time and attention — that is non-negotiable, because no one knows your business better than you. After that, you can be as hands-on or as hands-off as you prefer. Most clients find a middle ground: involved at key decision points, trusting the process in between.
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That is a very common starting point. I can work around an existing logo to build out the rest of the system — colour palette, typography, guidelines, and supporting assets — so everything feels coherent even if the logo itself is not changing.
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A foundation package typically takes two to three weeks. A full brand system — strategy through to guidelines — takes four to six weeks. Timeline depends on how quickly we can move through the strategy phase and how many revision rounds are needed.
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Every format you will ever need: SVG, PNG, PDF, EPS, and AI or Figma source files. Files are named clearly and organised by use case so anyone on your team can find what they need without asking.
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Absolutely — that is often the best time to reach out. A lot of my best projects have started with a client who said "I know something is not working but I am not sure what." Figuring that out together is part of what I do. Send me an email and we can take it from there.
Tell me about your brand.
Whether you are starting from scratch or ready to leave your current brand behind — every project starts with a conversation. Tell me where you are and we will take it from there.