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One of the most challenging aspects of communication design: distilling the essence of a company or organisation into versatile graphic and/or typographic mark, then incorporating this into a wide range of media that lives, breathes and reflects the organisation, all the while maintaining a smooth continuity.

My approach to this discipline is to get under the skin of the organisation. To try and understand what they're about, then create something that reflects these often abstract ideas.

Logos need to communicate on a fundamental level. They need to get their message across quickly and effectively in a subliminal, if not always literal manner. They need to be versatile and be presented clearly on a multitute of media – from the traditional letterhead to on-screen display; from low-resolution faxes to being stamped onto a bar of soap. The idea that brands might be extended as far as having their logo embossed in soap is highly unlikely, but needs to be considered, just in case.