My most recent and main undertaking in my final year has been a type design project with a focus on ornamental lettering.

My creation, Jugend, is an ornamental display font that blends historical forms with contemporary design in celebration of ornamental lettering. It takes inspiration from the influential (but now obsolete) German arts magazine, Jugend, an influential arts magazine of the early 20th century which became famous for showcasing the German version of Art Nouveau. Jugend features ornate swash letterforms which are suggestive of movements such as the Decorative arts and Jugendstil.

This project evolved into a celebration of ornate letterforms, aiming to provide a space for the intricacies and charm of decorative letters, an instrument to tasteful and tactile composition which honours the beauty of less conventional letterforms.

Prompted by visitors from London design studio, Moving Brands, this brand/campaign identity design project consisted of pairing an industry and a philosophy, chosen at random. Workshopping with experienced professionals to get the process started, the project then followed a typical branding process from immersion, to design directions, to one final, refined brand identity.

The philosophies allocated were intentionally obscure, I was tasked with creating an identity for a hedonistic candy store. The philosophy of hedonism formed the basis of my brand design and I built a deep knowledge and understanding of what this meant for the creation of my brand. The aim for this project was to create a refined brand identity inspired by hedonistic traits and including a colour palette, logo design, graphic language and applications that bring the design to life and show how it may function in reality.

Considering the importance of materials, I took to embossing, experimenting with materials like silk velvet and textured papers. A huge part of any high end brand is the authentic experience and how it makes you feel, and so the addition of material assets looks to really elevate the brand.

I created a sample book of various papers with various foils. This demonstrates the range of combinations this logo could adopt, and would act as a flip book that members could consult when they have the luxury of personalising their own membership cards.

The purpose of this project was to create a brand identity for the newly formed GSA Climbing Society. This project meant a lot for me as the climbing community is one which is very close to my heart and is something that is a huge part of my own identity.

The aim of this project was to immerse myself and work alongside people within the community of climbers at GSA to generate ideas and create an identity based around what they want to be recognised as/ how they would characterise themselves as a community.

I wanted to develop my skills and knowledge in visual identity design and create a cohesive and recognisable identity which encapsulates a community I am part of whilst remaining somewhat objective. I worked to make this brand identity be adaptable for a variety of platforms/usage.

Although an identity has been created, this project is ongoing and I will continue to work with the GSA climbing society to produce more assets and grow their brand.