Brand Guidelines

I love brand guidelines and visual identity systems. Truly. I love taking scrappy or loosely defined designs—whether mine or a collaborator’s—and turning them into clear, usable systems that are easy to understand and even easier to implement.

My approach is always more carrot than stick: creating guidelines that encourage consistency by being intuitive, flexible, and genuinely enjoyable to use. The goal is adoption, not enforcement—systems designers of all experience levels actually want to work with.

My experience ranges from creating complete brand identities and documenting them end to end, to joining teams specifically to define, refine, and codify existing work. More often than not, I’m the person responsible for making the brand make sense—and making it usable.