Built or Refined.
I work comfortably at both ends of the spectrum — from zero-to-one to evolving established brands.
Whether I’m creating something new or refining what already exists, the focus is the same: clarity, durability, and intent.
Zero → One
Starting from nothing is a discipline. There’s no aesthetic to inherit — only intent, constraints, and a market to enter.
SBX is a iGaming platform designed to offer a sharper, more transparent alternative to traditional wagering platforms.
I was responsible for defining the brand end to end — visual language, tone of voice, and how the brand behaved across product and marketing.
- Established a visual system that balanced trust with edge
- Defined a tone of voice that was confident, sharp, and human
- Designed brand assets to work across web, social, and motion
- Built the brand as a system, not a one-off expression
AI was embedded directly into the brand creation process — not as a novelty, but as a force multiplier.
- Generated and iterated image assets and video content at speed
- Used AI-assisted copywriting to dial in the right level of sass and clarity
- Rapidly explored visual directions without sacrificing intent
To keep the brand consistent, I created a custom GPT — SBX Bot — built to understand the brand’s voice, principles, and visual logic.
- Acted as a brand reference point for copy and messaging
- Helped maintain tone consistency across teams and channels
- Reduced decision fatigue while raising the quality bar
The result was a brand that moved fast without drifting — clear in its identity, consistent in execution, and flexible enough to scale.
Evolving What Exists
Established brands demand a different kind of precision. The goal isn’t reinvention — it’s refinement.
- Respecting existing equity and recognition
- Removing visual noise and inconsistency
- Modernising without alienating users
- Making the brand work harder across product, marketing, and UI
Good brand evolution is invisible to most people — and obvious to the business.
Direction, Not Just Design
A brand only works if other people can use it well. My role extends beyond design into direction.
- Clear principles instead of subjective taste
- Systems that guide decisions under pressure
- Guardrails that enable speed without drift
- Direct, constructive feedback that sharpens the work
I don’t just design brands. I help teams work inside them — consistently, confidently, and at pace.
What Makes This Good
I don’t treat brand as a surface layer. I treat it as a tool for clarity, a system for consistency, and a framework for decision-making.
The standard is simple:
- Make it clear
- Make it durable
- Make it good — then make it better
