The visual identity for my freelance design practice is under construction (continuously). Currently, I am creating a full brand identity system for my practice. So far, this includes the colour guide, business card and design service contract below.

The designs are meant to show creativity, and be bold and fun for social media, but remain professional - meaning the work has to be set in design principles such as a grid system, which is brought to the foreground in the work and contrasted with the use of simple circles and rounded corners.

Each of the standard documents a client sees from me will have a different colour chit in the corner, making it easier to organise and be up to date with documents.

The monogram has been through many iterations to come to its current state. After the initial versions I revisited the design with the knowledge and skills learnt from my first year of university studies – recreating the logo so that it is a clearer mark when scaled down, and basing it on a grid, symmetry (and breaking it), and use of simple shapes.

The purpose of the face monogram is both to create a friendly and recognisable mark, and to utilise the science behind humans naturally seeking faces in their environment (pareidolia) - hopefully resulting in higher profile engagement on social media platforms, where the mark will be seen most often.

I plan to print the business cards with dark blue ink on a thick coloured card with a subtle texture, possibly with a screen print process, and possibly embossing the logo. The vector patterns are placed where people will most likely hold the card.