A mirror, not a mask

Branding gets a bad reputation sometimes. People think it’s about image. About performance. About creating something polished and palatable to help you sell.

But the kind of branding I believe in — the kind I make — isn’t about putting something on. It’s about drawing something out.

A good brand doesn’t change who you are. It reveals you.

It clarifies what was already there. It gives shape and colour and structure to something you might have only half-seen in yourself.

When it’s done right, branding doesn’t feel like decoration. It feels like recognition.