I’m a UK-based brand strategist and designer, helping ambitious businesses uncover their unique identity and turn it into a powerful brand. I believe the strongest brands are those that embrace their authenticity—not by fitting in, but by owning what makes them different.
My expertise lies in building bold, cohesive brand systems that go beyond logos and visuals. I fuse the precision of brand architecture with the creativity of storytelling to create brands that connect on a deeper level. By aligning every element with a brand’s core values and purpose, I ensure the identity isn’t just seen, but felt—building trust, loyalty, and lasting impact. I’ve worked with businesses across the globe, helping them turn their uniqueness into their greatest asset.
My approach is holistic and intuitive, helping clients define their ‘why’ and build a brand that leads, not follows.
Whether it’s a disruptive startup or a legacy brand in need of fresh perspective, I deliver clarity, cohesion, and strategy—blending creativity with pragmatism. At the core of my work is a love for structure and systems, stemming from a lifetime of problem-solving. Just like every block in a Lego creation has its place, I design brand systems where every piece serves a purpose—together telling a bigger story.
Let’s create a brand that’s not just visually striking but deeply connected to its audience—one that reflects who you are and what you stand for.
Over the years, I've been honoured to receive multiple nominations and awards that reflect my commitment to pushing boundaries and crafting impactful designs. These recognitions, spanning categories from UI to branding, include prestigious honours such as:
CreativePool 2024 Branding (Individual) for Believe Digital
Red Dot Design Award for Airpen in the Design Concept category
iF Design Award 2020 for Aalto in Professional Concepts | Product Concepts
iF Design Award 2018 for Tapp in Professional Concepts | Product Concepts
iF Design Award 2017 for Audiopack in Professional Concepts | User Interface Concepts"
I believe the essence of a great brand lies in its purpose. I focus on essential questions: Why do you exist? What makes you unique? By exploring these aspects, I help clients uncover their identity, paving the way for brands that truly resonate.
Through interactive brand strategy workshops, we collaborate to define your unique selling proposition (USP), craft compelling brand statements, and create authentic names and taglines that reflect your vision and values. Whether revitalising a legacy brand or launching a disruptive startup, I blend creativity with strategic clarity to build bold, purposeful brand systems—where every visual and message plays a distinct role in telling your story. Let’s work together to create a brand that embodies your values and inspires trust.
I've collaborated with a variety of brands, including Paddington Bear, Novartis, the Royal Navy, Adidas, Snapchat, and Mars Wrigley. At Epoch, I worked on projects for Unilever, Coca-Cola, and Carlsberg. Recently, I’ve focused on digital marketing and tech companies in Bristol, such as Believe Digital and Noughts and Ones. My goal is to help brands articulate their unique value, leading to positive feedback and repeat business.I’m passionate about working with companies in prop tech, Web 3, AI, and digital assets—any brand that aims to make a difference. Together, we can create compelling identities that drive profitability and stand out in a competitive landscape.
In my web design approach, I see each project as an extension of the brand identity we've crafted together. I specialise in creating cohesive visual systems that reflect the essence of the brand while ensuring a user-friendly experience. Using tools like Figma and Webflow, I develop intuitive interfaces that integrate SEO best practices, responsive designs, and robust component libraries. This holistic approach enhances user experience and increases the likelihood of converting visitors into loyal clients. By aligning every aspect of web design with your brand’s core values, I help businesses create an online presence that truly stands out and resonates with their audience.
"We hired Joanna to guide the strategy of a new brand identity for Noughts & Ones and she delivered over and above our expectations! We now have a crystal clear brand essence that we can take through to a visual identity. Deeply passionate about her craft, always asking the right questions at the right time and challenging us when we needed it, Joanna was amazing to work with."
Tom Locke – Founder @ Noughts and Ones
"I've been hesitant about rebranding for a long time but working with Joanna, the concern soon disappeared as she took us through a discovery workshop (hard effort but fun at the same time) and from the outcomes of this really got under the skin of who we are as a company at what our identity should look like. Could not be happier with our new look, would recommend to anybody who is in a similar position & look forward to continuing to work together in the future"
Rob Colbourn – Founder @ Believe Digital