Visual identity design
Distinctive identities, flexible brand worlds and thoughtful guidelines. For independent businesses, sub-brands and events.
Bringing a vision to life
My early career in contract publishing taught me how to get under the skin of a brand: understand its character, work with its guidelines and find fresh ways to express it. Moving between brands sharpened my eye for what makes an identity distinctive and how far it can stretch.
Creating identities myself was a natural progression. I have a knack for understanding what people are reaching for, even when they can’t quite articulate it. Through conversation and strategic thinking, I help clarify that ambition and give it a visual form.
From independent businesses to sub-brands and events, I love bringing typography, colour and imagery together into a clear, recognisable identity with enough flexibility to evolve and surprise.
My process is well honed, built on research, a clear view of the market and close conversation with my clients. I have a strong eye for what they’re looking for and how to translate it into design. We work through the direction together, so the final identity feels right with no surprises along the way.
Selected works
JOHN LEWIS
JOHN LEWIS
PACHACUTI
ENGLISH HERITAGE
IN THEIR WORDS
“Emma joined English Heritage at a critical time during a brand refresh process, and was instrumental in identifying how to amplify the visual identity to provide much-needed depth and richness.”
MEGAN ANDERS, HEAD OF BRAND & CONTENT, ENGLISH HERITAGE