Scope: Branding, Creative Direction, Illustration, Web Design, Templates
Timeline: 2026 — ongoing
My role: Sole designer
A sustainability consultancy whose own brand wasn't sustainable. Rebuilt as a system: logo to slide deck to website.
The Problem
They needed everything at once: unified brand language, image library, social templates, a master training deck, and a new website. Five deliverables that usually go to three vendors — and come back not matching.
Constraints
Existing logo needed revision, not replacement
Assets must be usable by non-designers
The Approach
Decision 1: Moodboard as the contract. Started with a brand moodboard and let their choice drive everything downstream — logo revision, palette, typography, icon library. One approval, then execution; not five parallel approval loops.
Decision 2: A generated image library instead of stock. Built a custom image library with Runway Workflows. Stock photography is where brand consistency goes to die; a generated library keeps every image in the same visual world and costs nothing to extend.
Decision 3: Templates as the delivery format. Social templates + master slide deck mean the brand runs without me in the room. The illustration system (in progress) extends the same principle.
The Range Moment
Brand, illustration, image generation, and the Framer website — same head. The website won't need a "brand translation" phase because the person building it wrote the brand.
The Outcome
The brand now runs without me in the room. Non-designers produce on-brand decks and social posts from the templates; new imagery is generated, not purchased. For a company that sells sustainability, a brand system that doesn't need constant designer intervention is the least ironic possible outcome. Engagement ongoing: illustration system and website in progress.
