Independent design studio creating enduring identities
Branding and digital design for charities, startups and ambitious small businesses.
Robert Avenell is an RHS-qualified, award-winning horticulturist based in Guildford, Surrey, specialising in ecological planting design and rewilding. The project covered the full brand arc: competitor research, positioning, naming, strapline, visual identity, a full website, and printed materials.
New House Art Space is a creative hub in the centre of Guildford, home to artist studios, a contemporary gallery and a rolling programme of exhibitions and events. The team needed a visual identity and website that could hold together many voices while keeping the character of the building and community.
The solution began with a flexible wordmark and typographic system inspired by the geometry of the building and the variety of work shown there. I collaborated with resident artists to create bespoke fonts, illustrations and graphic textures so the identity genuinely grew out of the community it represents.
On the website, clear navigation and bold use of imagery make it easy to explore studios, the gallery and upcoming events, while maintaining a consistent visual thread. The brand now gives New House a strong platform for marketing, wayfinding and event promotion across print, digital and within the building itself.
Tom The Fish is an independent frozen food brand specialising in high-quality fish, seafood and ready-to-cook dishes, delivered direct to customers’ freezers. The brief was to create a brand and e-commerce experience as polished and trustworthy as a premium supermarket, while retaining the warmth of a small, hands-on business.
I developed a confident visual identity and Shopify site focused on clarity, appetite appeal and ease of use. Ongoing work spans packaging, social content, email and seasonal campaigns, helping the brand grow while remaining distinctly Tom The Fish.
Wild Nutrition is an award-winning Food-Grown® supplements brand founded by nutritional therapist Henrietta Norton. They came to the studio at the very beginning of their journey, looking for a brand identity that would feel credible in the wellbeing space without slipping into clichés.
Working closely with the founders, I developed a visual identity system centred on calm, understated typography, a refined colour palette and tactile packaging that reflects the quality of the ingredients. The packaging and print materials were designed to feel like objects you want to hold on to – amber glass, clear hierarchy and generous whitespace – while still working hard on busy shelves and online listings.
Over time the work has expanded to include advertising, point of sale, printed literature and digital assets, keeping the brand coherent as the business has grown into new ranges and markets.
Modify provides coaching, programmes and resources to support personal development and behaviour change. The founder needed a brand that could carry quite complex subject matter in a way that felt structured, optimistic and grounded.
I developed a calm, typographic identity anchored by a distinctive wordmark and a system of coloured tabs and frames that echo the idea of editing and re-framing. This language carries through into a substantial 244-page workbook, notebooks, worksheets and a content-rich website.
The design emphasises clarity and usability: generous margins, clear hierarchy and simple diagrams make the material approachable, while cohesive visuals across print and digital give the brand a strong, professional presence.
Guildford Jazz is a not-for-profit community arts organisation bringing some of Britain’s leading jazz musicians to local audiences through intimate gigs, festivals and education projects. The brief was to revitalise their brand so it reflected the energy and quality of the music while remaining welcoming and accessible.
The new identity combines expressive hand-drawn illustration with clear, legible typography, creating a visual rhythm that feels both playful and organised. A flexible colour system helps differentiate series such as regular club nights, BEAT youth events and special concerts, while keeping everything recognisably “Guildford Jazz”.
I then took this language across the website, social media templates, posters, programmes and tote bags, making it easier for the team to promote events consistently and for audiences to recognise the organisation at a glance.
PrimaryMatters works in the education space, providing resources and support for primary schools. The brand needed to feel trustworthy to school leaders and parents, while still having enough warmth and character to resonate with children.
Inka Distribution is a family owned distribution company specialising in natural and ethical brands across France and neighbouring territories.
Founded by Joselo Reyes Del Rio and Daniel Doguet, Inka brings together deep industry experience with a principled belief in the intelligence and power of nature. The business exists to support pioneering wellness brands, helping them reach people through trusted, meaningful and long term partnerships.
Human Diverse is an organisation focused on people, inclusion and coaching. The brief was to create a brand that feels human and approachable, but still professional enough to sit comfortably in corporate and educational settings.
The identity uses a modular “H” symbol built from overlapping forms to suggest individuality within a shared structure, paired with clean typography and a soft, contemporary colour palette. Across stationery, social assets and web layouts the system flexes easily, allowing Human Diverse to dial the tone up or down depending on audience.
The result is a distinctive yet calm presence that helps them stand apart from generic “HR blue” brands, while still feeling trustworthy and clear.
AtaLoss is a UK-wide charity providing signposting and resources for people who have been bereaved, helping them find appropriate support wherever they live. They needed a coherent brand and website that could bring together a large amount of information for individuals, churches and partner organisations.
The identity for AtaLoss balances clarity and compassion: a clean logotype, soft but distinctive colour palette and simple graphic devices that gently guide the eye without overwhelming the content. Across printed materials, event resources, training packs and digital assets, the system keeps messaging consistent while allowing for different audiences and sub-brands such as Loss & Hope and The Bereavement Journey.
The website is designed as a practical hub, making it easy for users to search for local support, explore resources and understand next steps at their own pace.
TabTime is a specialist in medication management products, including automatic pill dispensers, pill organisers and reminder devices that support people living with conditions such as dementia and Parkinson’s. The brief was to refresh packaging and product information so that it felt more approachable and intuitive for users and carers.
The design work focused on clear hierarchy, simple iconography and calm, accessible typography, ensuring people can quickly understand what each product does and how to use it. Instruction leaflets were redrawn with step-by-step diagrams and plain language, reducing cognitive load for users who may already be dealing with complex routines.
The result is a more cohesive product family that supports TabTime’s reputation for reliability and care, both on shelves and online.
Human Dynamics Research equips senior leaders with empirical research and actionable strategies to navigate hyper-complex corporate environments. Founded by award-winning author and leadership expert Amy Walters Cohen, the consultancy exists to ensure that people strategy, organizational culture, and leadership development are grounded firmly in hard evidence rather than assumption.
The Bereavement Journey is a structured series of films and discussion groups designed to help adults process grief over seven sessions. The project required a website and visual materials that would feel safe, gentle and reassuring, while clearly explaining how the course works.
I created a quiet, supportive visual language using soft colour, generous whitespace and photography that focuses on human connection rather than clichés. The website is structured to guide visitors step by step: what the course is, who it is for, how to take part or run it, and how it connects with wider support from AtaLoss.
Throughout the process, tone of voice was as important as visuals, ensuring every piece of communication feels sensitive and respectful without becoming sombre or heavy.
Deli Class is a family-run Italian deli, café and wine bar in Horsell, Woking, celebrating the food and wine of southern Italy. The team wanted a brand that captured the warmth and generosity of the deli, while giving them tools to promote events, catering and retail products.
The visual identity leans into classic Italian cues – expressive script typography, rich earthy colours and simple line illustrations – but keeps layouts contemporary and uncluttered. I designed menus, signage, printed promotions and a Squarespace e-commerce site that allows customers to order hampers and products online.
Together, these elements give Deli Class a distinctive presence both on the high street and online, reflecting the atmosphere of the space and helping them communicate consistently with their loyal local audience.
I work directly with people who need clear thinking as much as good design – bringing in specialists when a project calls for it, without the layers a bigger studio adds.
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Whether you need a new brand, a website or ongoing design support, feel free to get in touch.