I strive to find a story that fits the brand and design the identity around that - forming a consistent look and feel that subtly hints at the core values or functionality.

Below are a selection of app icons for other start-ups, each based on a concept that ties in with the brand in a subtle way.

I first establish a creative brief together with the client, outlining the objective and creative considerations. This is the springboard for all future exploration.

I explore different directions with mood-boards and sketches, and continue to iterate on the decided route.