Illustrations + Logos
Visual identity, brand recognition, and storytelling through design
VISUAL DESIGNER | BRANDING, ILLUSTRATION, LOGO DESIGN
Illustrations + Logos is a collection of branding and illustration projects created for diverse industries, each requiring a distinct and compelling visual identity. From tech startups and fitness brands to creative studios and educational platforms, these projects aimed to establish brand recognition, enhance storytelling, and create cohesive visual systems that align with each company’s values.
The challenge across these projects was to develop visual identities that were not only aesthetically engaging but also strategically effective. Each brand needed a design solution that could stand out in its market, communicate its message clearly, and maintain consistency across various applications. Whether through logo development, custom illustrations, or full brand identity systems, the focus was on delivering versatile and impactful design solutions tailored to the unique needs of each project.
My Role
As a brand and visual designer, I led the creative direction across multiple projects, ensuring each visual identity aligned with the brand’s mission, target audience, and industry positioning. My work spanned logo development, custom illustration, and brand system creation, with an emphasis on scalability and long-term usability.
Research played a key role in shaping design decisions, from analyzing competitor landscapes to identifying trends in typography, color psychology, and iconography. Collaboration with stakeholders ensured that designs remained both aesthetically compelling and strategically aligned with business goals.
Design Approach + Execution
Each branding project began with concept development and visual exploration, ensuring that every element of the design reinforced the company’s identity. Logo creation involved an iterative process of sketching, refining, and testing, balancing distinctiveness with adaptability.
For Gladly, the focus was on crafting a welcoming and approachable identity, resulting in a name and logo system that emphasized positivity and connection. A structured brand guideline ensured consistency across platforms.
Zone Fitness required a high-energy logo that reflected movement, strength, and personal growth, making it visually aligned with the fitness industry while maintaining a unique identity.
With Jumprope, the challenge was to create a versatile logo system, including a standalone "J" icon that allowed for scalability while maintaining brand recognition.
For Wrkhouse, the design process focused on early conceptual exploration, defining a visual direction through typography and form studies to help establish a strong brand foundation.
Illustration work was an essential part of some projects, particularly Jumprope Jr, which needed engaging character designs and playful UI illustrations to make the platform feel more interactive and appealing to a younger audience.
Outcome + Impact
The finalized branding and illustration work resulted in stronger brand recognition, clearer messaging, and more engaging visual identities. Logos were refined for versatility and scalability, while illustrations helped brands create distinct and memorable interactions.
Feedback from stakeholders confirmed that the designs helped brands feel more polished, professional, and visually cohesive. For projects requiring brand guidelines, structured documentation ensured that companies could maintain consistency across all touchpoints as they grew.
Reflection + Key Takeaways
Developing strong visual identities requires balancing creativity with strategy, ensuring that every design decision supports brand recognition and audience engagement. This collection reinforced the importance of iterative refinement, research-driven decisions, and adaptability, demonstrating how visual storytelling shapes how a brand is perceived and remembered.