Brand identity, e-commerce website, animation, stall signs and business cards created for a largely popular food stall, Jack's Bakery.

With all cakes being handmade using Jack’s unique recipes, the founder is the main ‘personable’ selling point behind the brand, and so the concept for the logo was to make a character out of him. Jack’s distinctive beard therefore features heavily in the logo which has, in turn, created a brand out of Jack as ‘The Bearded Baker’.

The fonts and logo style were both designed to give a handmade and organic feel to the brand, while the striking blue and white colourway was chosen to be distinctive and stand out in the marketplace and online. Icons were generated to represent each product type on sale using the chosen handmade, organic style.

View website here: https://www.jacksbakery.co.uk

Giggling Squid Promotional Work

Giggling Squid is the UK’s largest Thai restaurant chain. I became their first in-house designer from October 2021 to July 2023 and I was solely responsible for designing all of the brand’s print and digital assets. During my time at Giggling Squid, I led on a major makeover of all of their brand as their visual assets were previously very inconsistent and did not look as high-end as their position in the market. The assets included in the brand refresh were brand guidelines, adverts, digital marketing, email design, flyers and in-restaurant POS. Some select examples are shown on this page.

Giggling Squid Brand Guidelines

The brand guidelines were created to implement the new and improved branding going forward. Throughout the guidelines, I introduced many new processes, such as how to use the illustrations, logo and typography correctly, and step-by-step instructions on how to update all existing print and digital assets.

The Springboard Charity & Springboard UK are two distinct organisations, working interdependently to reach the shared goals of promoting the hospitality industry and helping unemployed people get into work.

In March 2020, I was solely responsible to lead and deliver a full re-brand for Springboard, after the existing branding had been in use since 1999. The previous branding was very out-dated, did not reflect Springboard’s personality and lacked consistency, resulting in Springboard often getting overlooked and hindering its growth in a competitive market.

The new branding is designed to address these issues by being a modern, distinctive and vibrant version of the existing branding to help it stand out from the crowd, while maintaining brand consistency across sub-brands too, so that Springboard can become instantly recognisable and gain prominence across the industry. The re-brand has been extremely successful and the company has recorded a record profit of £540,000 in next financial year (2020-2021), despite the difficulties of the pandemic and it has been my career highlight to see my work have such a positive impact. The project was also selected as one of The Best Print Designs for Nonprofit Organizations by DesignRush.

Every detail of the new branding has been thought out carefully. The colour palette encompasses Springboard’s mission; the typography is modern and flexible; and the rounded edges and geometric circles allow all of the sub-brands to fit under Springboard’s identity, while all having their own individual colour palettes. The flexibility of the branding allows it to be expansive and cater for each of the different sub-brand target audiences.

This re-brand project involved updating all of Springboard’s existing print, digital and web assets. It also included creating a Wordpress template to use across all websites, 12 distinct sub-brands and brand guidelines. This was one of the largest and most challenging projects I have worked on and I am proud to have delivered a brand that the charity deserves and can play a key part in helping Springboard reach its goals.

Branding concept for new smoothie and juice brand, Froozy - including designs for a logo, e-commerce website, product packaging, animation, social media images and business card.

The brand colours and illustrations are designed to be bright, eye-catching and dynamic with a lively logo to represent the blending of the fruit.

The main colour palette of orange, green and white is inspired by the natural colouring of fruit. It’s fun, friendly and flexible to showcase Froozy’s different flavours.

The style of additional fruit illustrations helps give the brand an organic feel and is versatile enough to be adapted across all visual assets.

Animation music: www.bensound.com

The Virtual Race to Nicaragua

The Springboard Charity was due to hold its important Nicaragua trekking event in March 2020 but this did not go ahead because of the pandemic. The event was due to raise a record amount of income so it was a real blow when it was forced to be cancelled.

To help replenish some of the funds lost, the Virtual Race to Nicaragua allowed participants to collectively reach the 5,300 miles to Nicaragua from London, virtually.

I was tasked to create vibrant branding to reflect Nicaraguan culture that also has an outdoor challenge feel and look. I chose an Aztec theme to reflect the country’s heritage and created a bespoke Aztec pattern. The red and yellow colourway was selected for its Hispanic connotations and vibrancy, and the additions of texture and earthy tones were inspired by the outdoors element of the challenge.

Springboard Tennis Open

Logo, branding and a series of illustrations created for a proposal for a fundraising event called ‘The Springboard Tennis Open’.

This concept is designed to stand out on Springboard’s digital channels by using illustrations instead of images to capture the viewers attention and in-turn gain more sign ups to the event.

The Springboard Virtual Awards for Excellence

This virtual awards event recognised and celebrated the 2020 hospitality superstars who went above and beyond - showing amazing strength, resilience, generosity, creativity and innovation during the most difficult possible year.

The campaign needed to stand out in order to appeal to sponsors and guests as well as help drive entries. For this reason, I used a twist on Springboard’s design elements to give it a unique identity in a modern gradient style with an alternative main font. 

The Masked Ball Brand Identity

The Springboard Charity’s ‘The Masked Ball’ was held on the 18th March 2019 as their annual fundraising event. I was tasked with creating a brand identity that would appeal to a new audience and reflected the venue and Venetian theme, whilst also having a unique, historical and premium look.

For this event I was solely responsible for all visual material produced before and during the event. This included the branding (logo, typography and brand colourways), email invitations, social media images, 24-page brochure and on-screen visuals. 

The branding was very well received by Springboard and the event was also a great success, exceeding expectations and raising £50,585 for the Charity.

Lime Squeezy is Giggling Squid’s sister brand, designed to be a more casual dining experience serving iconic South East Asian dishes fresh and fast. It started off as a restaurant chain and is now delivery only. As part of my role at Giggling Squid, I am also responsible for all digital and print assets for Lime Squeezy. This page includes some of the projects I have worked on for this brand, including A Boards, flyers, menus and animations.

Lime Squeezy Kids Menu

Briefed to create a double sided A3 kids menu that includes lots of games for the kids to enjoy. In this project, I created all of the games, illustrations and characters myself. The games include a maths crossword, maze, wordsearch and lots of room for the kids favourite colouring in too!