Process & Investment
I design focused, strategic visual identities for tech-forward companies at critical moments of growth — whether that’s launching beyond an MVP, raising funding, or attracting a new category of audience. Where higher execution quality is needed, I collaborate with a small group of dedicated specialists to ensure the work meets the highest standards.
Track Record
Beyond visual appeal, my work focuses on achieving measurable results.
Founders continue to tap me for a full range of design needs, and I’m proud to contribute to their growth.
— Jasper AI — the refreshed brand helped support the company’s growth, leading to unicorn status and recognition as the fastest-growing product in 2023 by G2.com
— Thoughtful AI — the updated identity contributed to raising $20M in funding.
Kickoff & Alignment
We start with a focused kickoff to align on:
— business context
— competitive landscape
— audience & positioning
— goals for the identity
This happens through:
— a short pre-kickoff questionnaire
— async (or a live call, if preferred)
Visual Direction (Moodboards)
Based on our kickoff, I develop 2 visual moodboards. These define the tone, personality, and visual territory of the brand before identity work begins.
Each moodboard explores:
— visual references
— color and contrast logic
— typography direction
— shapes, rhythm, and energy
— keywords and emotional cues
This step ensures we’re aligned on where the brand should live visually.
Identity Concepts
After the moodboard direction is agreed upon, I develop 2 distinct identity concepts.
Each concept includes:
— logo direction
— typography and color system
— supporting graphic language
You’ll review both concepts in a structured presentation and select the strongest direction.
One revision round is included at this stage, allowing refinement based on feedback before moving forward.
Identity Design & Refinement
Once a concept is selected, I fully develop the chosen direction into a complete visual identity.
This includes:
— final logo system and variations
— refined typography and color palettes
— graphic elements (patterns, shapes, textures where relevant)
The focus is on creating an identity that feels cohesive, usable, and scalable across touchpoints.
Applications, Motion & Social
To ensure the identity performs in real contexts, I apply it across key brand surfaces.
— homepage design concept:
a high-level homepage visual concept focused on structure, hierarchy, and brand expression (design only).
— logo animation:
a simple, intentional logo animation suitable for web, product, and presentations.
— social media templates:
Profile pictures and cover images for all required platforms (e.g. X, LinkedIn, Instagram, YouTube, Facebook), fully adapted to all platform-specific sizes and formats, ensuring visual consistency everywhere the brand appears.
These applications validate the system and bring the brand to life beyond static assets.
Deliverables & Final Handoff
At the end of the project, you’ll receive a complete, production-ready visual identity package, including:
— brand discovery & alignment
— 2 visual moodboards
— 2 identity concepts
— 1 revision round on the selected concept
— final visual identity system
— logo suite & variations (all required formats)
— color & typography system
— supporting graphic elements
— homepage design concept (design only)
— logo animation
— social media profile & cover templates (all platforms, all sizes)
— visual identity guidelines PDF
— final editable and export-ready files
Everything is delivered in organized folders and formats ready for immediate use by your internal team, developers, or external partners.
Timeline
Most visual identity projects take 4–5 weeks, depending on complexity and feedback cadence.
I don’t follow rigid weekly check-ins — we connect when there’s meaningful progress to review.
Investment
$12,000 USD — flat fee
— 50% to begin
— 30% after identity concept selection
— 20% upon final delivery
No hourly billing. No scope creep. No surprises.
Who this is for
This process is best suited for:
— founders or teams with clarity on their product and audience
— companies ready to invest in a serious visual foundation
— teams who value quality, speed, and direct collaboration
If that feels aligned, reach out via email: