A brand is a system, not a picture
I build complete brand identities — from positioning to the files a company uses every day. I run every project myself, from the brief to the handover of source files.
Projects
Branding, graphics, websites. The challenge, the solution and the result are inside every case.
This section is being filled: below are demonstration works that show the approach and presentation. Real projects are being added.
How I work
Three principles behind every project I do — from a logo to a website.
The problem first, then the form. I try to start not with references but with who the company sells to, what it sells and how it differs from its neighbours on the shelf. That makes the solution easier to explain in the meeting.
A system, not a picture. The logo is only the way in. After that, rules, grids, touchpoints and templates do the work — I aim to build a kit you can use without me.
One person in charge. I run the project myself, from the brief to the file handover — you never have to re-explain the task to several contractors.
I came to branding through graphic and web design: building my own brand taught me what a brand is made of at every level — from the mark to the landing page. So I see the project as a whole and don’t lose the meaning where the parts meet.
My own clothing brand
Alongside client work, I’m building my own brand, HARAKEZ. It’s still in development: the name, mark, visual identity and website are ready, but there are no garments yet.
What I do
The first two are my core specialisation. The rest come in when they are part of the same system.
Turnkey branding
You get: the mark in its main versions, a palette and typography, a set of touchpoints and guidelines that let you build the brand on your own.
Competitor analysisBrand platformLogo and versions Color and typographyTouchpointsGuidelinesLogo and mark
You get: a mark built to work both at small sizes and on a storefront sign: primary, compact and monochrome versions, plus spacing rules.
Three conceptsHorizontal and verticalBlack-and-white version Clear spaceSVG, AI, PNG, PDFPackaging and print
You get: print-ready artwork with bleeds and checked color: labels, boxes, signage, merch.
Labels and SKUsBoxesMerch PrepressGraphics and social media
You get: Figma templates, so your team can produce consistent content in-house.
Covers and storiesBannersPresentations TemplatesWebsite: design and build
You get: a structure built around the goal, desktop and mobile designs, a responsive build and working forms.
PrototypeDesktop and mobileAnimation Front-end buildFive stages
Every stage ends with something you can see. We usually move on once the previous stage is approved.
Brief
We go through the business, the audience and what isn’t working right now. I put the task in writing, so from then on we rely on a document, not on memory.
1–2 days · free · outcome: the briefResearch
I study the competitors and the shelf, put together a moodboard and describe two or three directions in words. Then we go deep into the chosen one rather than wide.
2–4 days · outcome: a directionConcept
The first version is shown right away on real touchpoints, not on a white background. I explain the logic behind every decision. This is the best moment for substantive changes.
3–6 days · outcome: an approved conceptSystem
I turn it into a system: mark versions, grids, spacing, colors, typefaces, touchpoints. From here on the brand works as a tool, not as a picture.
4–8 days · outcome: guidelines and touchpointsHandover
I hand over the source files and a folder of ready-to-use files for each task. I show you how to use them and stay in touch about printing and contractors.
1–2 days · outcome: all files and rightsWays to work together
Guide prices. I give the final cost once I’ve looked into your project.
Mark
- Three mark concepts
- Primary and monochrome versions
- Horizontal and compact versions
- Clear space and usage rules
- All file formats
Branding
- Everything in “Mark”
- Brand platform
- Color, typography, patterns
- Touchpoints for your needs
- Guidelines in PDF
- Social media templates
Brand and website
- Everything in “Branding”
- Site structure and prototype
- Design: desktop and mobile
- Responsive build
- Forms, analytics, launch
- One month of support
Before we start
Usually two rounds per stage. We agree on the direction in words and with a moodboard before any drawing, so revisions are mostly about details. If another round is needed, I’ll quote it in advance.
I work with prepayment: the result is a set of files, and once they’re handed over, paying afterwards makes little sense. Scope and timeline are fixed in a written agreement, you sign off every stage, and money for stages not yet completed is refunded. Under a contract or through a secure deal on a freelance platform — whichever you’re more comfortable with.
I can do one more round at no extra cost. If that doesn’t work either, we part ways: the payment covers the completed stage and I refund the rest. It rarely comes to that, because the direction is approved before any drawing starts.
You do. Figma, AI, SVG, PDF, PNG — you get the whole folder, and the rights transfer under the contract. There’s no separate fee for the source files.
Yes — if you already have an identity, I’ll work within your rules. If all you have so far is a name, I’ll tell you so directly and suggest building the foundation first.
I try to keep it to two at a time — otherwise the depth of the work suffers. Get in touch and I’ll tell you my next available slot.
Let’s talk about your project
Project review and estimate — free of charge.
Tell me about the project and what you need to get. I’ll look into it and give you the scope, cost and timeline — then we decide whether to work together. We discuss everything in writing; I usually reply within 24 hours.