Selected work
Loose Cut
Brand identity and visual direction for Loose Cut — a system with room to move.
- Role
- Brand designer
- Services
- Brand identity · Visual direction
The challenge
Context
Loose Cut needed an identity that could feel considered without feeling tight — a brand with room in it.
My role
Contribution
Brand designer.
How I approached it
Approach
Visual direction was used to set the temperature of the brand: how much structure, how much ease, and where the eye should rest.
Building the visual system
Design
The system balanced restraint and character so applications could stay recognisable without becoming rigid.
From screen to reality
Execution
The identity was tested across brand surfaces to see whether the looseness still held as a system.
What I learned
Reflection
Not every brand should be locked down. Some need a system that knows how to breathe.
Next project
The Veridian Axis