Brand & Visual Identity
Strong brand and visual identity create recognition, trust, and cohesion. My approach to brand design centers on building systems rather than isolated assets—systems that define tone, typography, composition, and symbolism so the work remains consistent, flexible, and durable across mediums.
Whether working on studio brands, entertainment properties, or publishing, I focus on restraint, clarity, and authorship. The goal is not decoration, but direction: visual decisions that support the story being told and scale naturally across print, digital, and motion.
Candlelight Creative, LLC
Brand Identity & Visual Systems
Role: Owner & Creative Directory
The Scope
Brand identity, digital, motion, and client-facing applications
Challenge
Candlelight Creative was created to function as a full-service multimedia studio for small businesses and creators. The brand needed to feel intentional and professional while remaining warm, human, and adaptable across a wide range of client types and creative outputs.
Approach
I designed a brand system rooted in the metaphor of light—illumination, guidance, and focus. Rather than relying on decorative elements, the identity emphasizes symbolism, typography, contrast, and restraint to establish tone and consistency.
The System
- The brand system defines symbolism and visual tone through the concept of illumination, sets a typographic hierarchy that balances authority and warmth, and establishes a restrained color logic built on contrast. Composition rules emphasize negative space and clarity, enabling the identity to scale across static, digital, and motion applications.
Outcome
The Candlelight Creative identity scales across client work and original projects, holding up equally well in logos, websites, motion graphics, book covers, and album artwork. The system provides a clear visual foundation while remaining flexible enough to support diverse creative needs without losing cohesion.
The Apex Book Trilogy
A unified visual system across three standalone titles.
Role: Art Director & Graphic Designer
The Scope
Book covers to stand alone individually and as a cohesive trilogy of artwork when seen together,
Challenge
Each book in The Apex Trilogy needed to function as a standalone cover while also forming a cohesive visual set when viewed together. The identity had to remain consistent across print, digital storefronts, and social media, without feeling repetitive or rigid.
Approach
I developed a visual language that could flex across three titles while maintaining a shared tone and structure. Composition, typography, and imagery were treated as a system rather than individual cover solutions.
Key Decisions
- The visual system established a consistent typographic hierarchy across all three covers while maintaining a shared compositional structure that allowed each book to stand on its own. A unified visual tone carried through print, video, and social media applications, with clear rules defining how the identity could extend beyond the book covers while remaining cohesive.
Outcome
The trilogy reads as a cohesive set while allowing each title to stand on its own. The system translated cleanly across physical books, online retail platforms such as Amazon, and promotional content on social media, reinforcing recognition and consistency at every touchpoint.