Graphic design
and identity

(01) — What is included

What a graphics engagement contains

• Brand identity Logo, sub-brand system, colour, type, grid and the short manual explaining how it all gets used. Tested in positive, negative, horizontal, vertical and at 32 pixels, which is where brands break.
• Editorial design Books, reports, dossiers, annual reviews and theses. Grid, hierarchy and footnotes that do not fight the text. I have typeset two-volume works.
• Campaign graphics Posters, social pieces, launch graphics and the adaptations to the fifteen formats that always turn up on the last day.
• Advertising banners Complete sets for display and affiliate networks, in every standard size, with static and animated versions.
• Infographics Data you can read at a glance. Illustration, composition and the discipline of not decorating what needs explaining.
• Email marketing Design and build of responsive newsletters that look right in Outlook too, which is the hard part. I write the HTML myself.

(02) — The proof

(03) — Why it matters who does it

(FAQ) — Frequently asked

What people ask before hiring me

• 01

  Do you do graphic design too, or digital only?

  Graphic design too, and not as an add-on: I trained as a graphic designer and the graphics never went away. I do brand identity, editorial, campaign, banners, infographics and email marketing, and they sit in the same archive as everything else because they are the same craft applied to another medium.

• 02

  What do you hand over on a brand identity project?

  The logo in every version and format — vector and bitmap, positive and negative, horizontal and vertical — the colour system with its screen and print values, the type with its scale, minimum sizes, incorrect uses, and a short manual people actually read. If the brand is going to live on a website, I also hand over the tokens ready for the code.

• 03

  Do you deal with printers and suppliers?

  Yes. I prepare production files with their bleeds, colour profiles and marks, and I talk to the printer directly when needed. Twenty years of editorial work teaches you what to ask before sending a file to press.

• 04

  Can you refresh an existing brand without redoing it entirely?

  That is the most common request and often the most sensible one. You keep what people already recognise, fix what does not work — usually the colour, the minimum sizes and the lack of a system for sub-brands — and document what was never written down. It costs less than starting from scratch and does not throw away the recognition you already have.