Brand Identity & Graphic Design

Design that holds together everywhere.

Identity, campaign creative and everyday collateral, built as one system — so the logo, the colour, the type and the templates still agree with each other six months later.

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Selected identities

Two identities, built as systems.

Fresh Flow Aircon Care

Brand identity · Client project

A cooling-service identity built around airflow, freshness and an approachable Australian personality — then carried through into the website.

Fresh Flow homepage on desktop: the headline “Breathe Cleaner. Live Better.”, a short description of the cleaning service, and buttons to book a clean or watch customer reviews. — The identity carried into the Fresh Flow website.

Explore the website case study

Inside the wordmark

Close view of the two blue airflow curves that arc above the Fresh Flow name. — Airflow
The paired curves suggest circulation, cooling and movement.

Close view of the italic letterforms in the word “Fresh”, showing the forward lean and rounded bowls. — Letterforms
Forward-leaning lettering gives the name energy, while rounded forms keep it approachable.

Service descriptor

Widely spaced AIRCON CARE lettering keeps the service clear beneath the expressive name.

Colour and type

Deep navy establishes trust and reliability, while electric blue and cyan communicate cooling, cleanliness and technology. Mint introduces freshness and a natural Australian cue.

Archivo · 700 · headline

Breathe cleaner air at home.

Archivo · 400 · body

Short lines, generous leading and sentence case keep service copy calm and readable — the same voice the website and printed material use.

Wordmark and descriptor are supplied artwork, never re-typed

The secondary mascot

The secondary mascot adds a friendly Australian personality, with the air-conditioning unit and eucalyptus connecting the identity to cooling and freshness.

It suits applications with enough room for its detail — social profiles, stickers, vehicle decals and other large customer-facing placements — while the wordmark carries headers, signage and campaign work.

Brand guidelines

Clear space and minimum size

Keep clear space on all sides equal to the cap height of “AIRCON CARE”.
Minimum print width: 35 mm for the lockup, 20 mm for the badge.
The badge carries illustrative detail, so it should not be used where the koala, leaves, equipment and descriptor stop reproducing clearly.

Colour proportions

White 55% — the dominant surface, plain or as a white-to-ice gradient.
Ice Blue 22% — cooled backgrounds and the field inside the badge.
Deep Navy 14% — “Fresh” letterforms and statement surfaces.
Electric Blue 6% — airflow, glow, buttons and links.
Eucalyptus Mint 3% — one accent per surface: a rule, a leaf, a tick. Never a background.

Backgrounds

Never place the lockup on a mid-blue or photographic background.
Both marks are built for white and ice-blue surfaces, which is why they are shown on a light field here.
No reversed version exists yet — “Fresh” is deep navy and disappears on a near-black background. It is a recommended next deliverable.

Using the marks

Never stretch, rotate, outline or add a drop shadow.
Never recolour the koala, or use it without the eucalyptus branch.
Never set the wordmark in a substitute font.
Primary wordmark: website and digital headers, signage, campaign graphics, large-format and branded documents.
Secondary badge: social avatar, large service sticker, vehicle decal, promotional graphic.

Typography

Wordmark: italic geometric sans — always placed as supplied artwork.
Descriptor: AIRCON CARE, uppercase, widely tracked, set level beneath the name.
Headline: Archivo, tight and confident, sentence case.
Body: Archivo Regular and Medium — sentence case, short lines, generous leading.

YOU. Training Hub

In-house brand identity

Our own training business, branded in-house. An angular Y-shaped symbol built from three blocks, paired with a plain uppercase lockup.

The YOU. Training Hub symbol: a Y shape built from three angular blue blocks in isometric perspective, divided by white channels.

YOU. Training Hub is our own business, not a client project.

Services

Design services.

Brand identities

Logo systems, typography, colour and usage guidance that create a recognisable visual foundation.

Campaign creative

One visual direction adapted across every placement the campaign needs to occupy.

Social design systems

Repeatable templates and rules that keep regular content consistent.

Print & collateral

Signage, menus, packaging, sales material and practical branded documents.

Presentation design

Clear, persuasive decks that carry an argument instead of burying it.

Art direction

A visual language that connects photography, film, campaigns and ongoing brand communication.

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Process

How it runs, and what you get.

01BriefWhat it is for, who it speaks to and where it needs to appear.
02DirectionA small number of considered visual directions, each with a clear rationale.
03DesignThe selected direction developed into a consistent, usable design system.
04HandoverOrganised files, formats and practical guidance for using the work.

Identity projects hand over the marks, a documented colour palette, typography, usage guidance, digital exports and a written brand guide — that is what Fresh Flow received. Campaigns, template sets and single pieces are scoped down from the same system, and the quote names the concepts, applications and final files included.

FAQ

Questions we get asked.

How many concepts do you present?

A small number of considered directions, each one a real proposal we would be happy to build out. Each direction includes a clear rationale, so you can choose with confidence.

What do I get at handover?

Organised files and formats, plus practical guidance for using them. For Fresh Flow that meant a primary wordmark, a secondary mascot badge, the airflow device, a documented colour palette with usage ratios, typography, social assets and a written brand guide covering clear space, minimum sizes and what never to do with the marks.

Do I get rules for using the logo?

Yes. Usage guidance is part of the work: clear space, minimum print sizes, which mark belongs in which application, and the specific things that would break the identity — substitute fonts, recolouring, stretching, or placing a mark on a background it was not designed for.

Can you update an existing logo?

Yes — that starts the same way as new work: what it is for, who it speaks to and where it appears. Sometimes the answer is a tightened version of what exists, sometimes a system built around it, such as a secondary mark for the places the current logo does not work.

Ready to build a recognisable brand?

Tell us what needs designing, where it has to appear and what already exists. We’ll reply with any questions and recommend the right scope.

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