Visual Identity



Visual Identity


combining analog and digital methods, I crafted A UNIQUE logo and brand solution for Studio49.


This challenging corporate branding project involved numerous concept explorations, five bags of coffee, power tools, a pile of junk and two skilled hands. 

Let me walk you through the design process...


Formed in April 2016, Studio49 is a mobile games studio located in Kreuzberg, Berlin. Studio49 develops fun, whimsical, colourful games for international audiences of all ages.

As the Design Lead, I was tasked with creating a logo for this start-up organization. My Initial drafts explored literal and thematic elements, sometimes branching into fringe tangents, including iconic Berlin references, mythology,  adventure, puzzles, fantasy and fun itself. Some of the more memorable examples are featured here.


Not fully satisfied the direction of these concepts, I hit a creative block.


After cranking out an entire collection of digital concept ideas, none of them seemed to strongly resonate with the company values, exemplify the team or our projects.

I was stuck, and I knew it.

To address this, I went on a tangent design spree, entertaining flippant ideas, listening to experimental music and drinking a lot of espresso. Eventually, I landed on a core design element that anchored the rest of the process, and also provided a palette to work with....


By combining the 8-bit roots of video game graphics with the playful spectrum of a rainbow, I created this playful, versatile and pixellated visual anchor. 


As a long-revered visual element, the pixel is synonymous with video game culture and modern design. Though not enough to form a logo, this visual element became the key influence for the Studio49 visual identity. 

After defining this visual direction, I took a break from logo concept design to explore ways to explore and interpret it, reflecting upon how to illustrate the people, personalities and values within the team.


I THEN developed a fun 8-bit pixel portrait style that quickly became immediately popular.


After interpreting the likeness of each individual, I then selected a palette from the Pixel Spectrum element, and assigned coloured backgrounds for roles. Developers became Magenta, Designers and Artists were cyan, executives = rainbow, Project Managers = black and HR was coded yellow. (I also created a profile for our beloved coffee machine).

Though effective as static images, these portraits lacked true dynamism. By carefully animating each character, I added a glimpse of personality through simple .GIF animation. The result was overwhelmingly positive, and this playful visual treatment became another component of the Studio49 brand identity.


At this point, I began experimenting with typography pairing. Based on the digital team portraits, I developed and printed business cards and other collateral to support my existing work.


Though aesthetically pleasant, I simply wasn't satisfied with the predictable parallels between pixellated visuals and chunky typography.


The complete Studio49 brand required a missing organic element - something truly unique to create an appropriate, viable logo.

For the second time during this project, I found myself in a creative lull. Exhausted, I wasn't sure how to constructively progress,

I reassessed my digital process and resolved to try something new, using analog means, materials and methods to see what might happen. In addition to my digital design work, I am also a craftsman, scavenger and industrial artist, creating furniture and decor. Thus, I turned to this applied skill set to realise a semi-permanent signage idea. 


Upcycled from scraps found in office courtyard renovation dumpsters, I built two free-standing, six-foot-tall NUMERALS. 


A stark contrast to my previous colourful identity elements, this bespoke 49 was then mounted on wooden palettes, braced with rebar and mounted to the studio lobby ceiling.


When complete, I knew I'd fashioned something special that might accent my earlier work.


I had finally found a potential logo solution for Studio49 GmbH.


Next, I digitally recreated the installation, and colourized pieces using the existing pixel portrait palette.

To create an app onboarding screen animation. I then ordered the pieces into layers and animated them to appear exponentially faster, as though built from scratch, like the lobby signage itself.


With the Studio49 logo established, I compiled the company brand guidelines, seen here.


Finally, I shot photographs of the office space and designed a responsive, scrolling Studio49 website.








English translation: 





Lebenlang is a digital magazine conceived, developed and launched by Carry-On Trade Publishing (COTP) in Berlin, Germany. 

Focused on health and lifestyle trends for an aging German populace, Lebenlang provides resources and information alongside calm, clear layouts and minimalist design.


Following a successful typography collaborationCOTP approached me to design a logo for this new venture.


After preliminary research, I remembered the ancient Greek allegory of the Moirai: a trio of sisters responsible for the direction of fate and control of the metaphorical thread of life of every mortal from birth to death. I drew inspiration from this myth and began working with familiar life symbology, including lines, branches, circles, curvy shapes... and ribbon and string. 


Among my initial sketches was a concept with two capital L’s, created from a single, continuous, flowing line.


While visiting the COTP office to review these and other concepts, I used a scrap yard of yarn leftover from a previous product shoot to explain and exemplify continuous line. 

By physically manipulating the string into looping LL shapes, I immediately recognized the vast potential of this idea. Combining design and metaphor, this concept calmly conveyed direction, path, horizon, story arc, lifecycle and continuity, a perfect representation of the project.


I pitched this logo idea on the spot, and this definitive moment of creative thinking immediately resonated with the client.


Together, we conceived packaging applications and video ideas to reinforce the concept, involving knitting, food, toys, gift wrapping and other materials and scenarios.

Following this unexpected brainstorming session, three of these concepts were produced, shown here.


Next, I refined the concept into a monogram, creating a clear, strong logo for the publication.


By inverting the original line version, I created an alternate variant that provided negative space. 

This representation was suitable for colour contrast or image imposition, as seen in the examples below.


Now enjoying its third year of publication, Lebenlang Magazine is available online in both German and English, and for download via Google Play and the Apple Store



Café Logo Design


Café Logo Design

In February 2016, I created a logo for a new cafe/resto/bar opening near Gorlitzer Park in Kreuzberg, Berlin.




Bulbul (which translates to 'nightingale') is the family name of the proprietor, and that of the business itself. 

Using the concept of the nightingale as a primary influence, I explored concepts involving bird silhouettes, feathers, wings, birdcages and flight.



Early on, I realized the potential of the capital B as a typographic opportunity to convey wings, or flight.

I capitalized upon this idea and created a stack of variations combining the letterform with a simplified bird, ultimately using uniform, minimal lines to combine the two and emphasize both at once without compromising either.


The decor was being constructed as I was also working, which allowed us to discuss and review building materials and compare interior design flavours.

Industrial, raw, vintage, antique and modern, the space itself is eclectic and inviting, a mix of german architecture, arabic flourish and Kreuzberg cool.



The final logo is featured on the front of the cafe, as well as menus, promotions, merchandise, staff uniforms and bar paraphernalia.


The Harbor Booth

Identity design and collateral for Port Dover's first and only street-style gourmet restaurant.

The Harbor Booth

Identity design and collateral for Port Dover's first and only street-style gourmet restaurant.

ROLE: Creative Director / Designer PROJECT DURATION: 2 Months AUDIENCE: Municipal  

ROLE: Creative Director / Designer


AUDIENCE: Municipal




Retail Company Identity design


Retail Company Identity design

ROLE: Identity + Graphic Designer


AUDIENCE: National




From Toronto to Berlin, few things immediately identify metropolitan streets as simply as graffiti. To adequately recognize and represent the urban flavour of city running in Toronto, BlackToe opted to include graffiti elements as a major graphic device within their identity. 

To achieve this, various tags and common elements were researched, and ultimately an unconscious, organic visual language emerged as a sort of patterned chaos that echoes the pulse of the city itself.


To complete the identity, a solid arrow was introduced. A classic symbol of navigation, it represents the urban runner, carving a personal niche though urban chaos to establish clarity, direction and pace.