McShefferty UX Consultancy Brand


A new visual identity for a UX consultancy
Mcshefferty Logo


The client wanted a new visual identity and logo to use in a relaunch of their business as a freelance UX consultancy. The identity was to embrace the idea of minimalism and clarity while looking modern, professional and unique.


After an initial discussion and collaborative research with the client, I was able to expand the brief to really give the client a sense of what their business would be to their own customers. McShefferty customers would be buying into a personal brand, a service of individual style and efficiency, and ultimately a partner to ensure the success of their own businesses. I created a moodboard to bring these ideas into a cohesive visual approach and to enable me to establish the colour palette and general look and feel of the new brand.

I used to colour palette to embrace the client’s love of nature and adventure, Japanese culture (especially pokemon) and gaming. These elements were personal identity cues which weren’t in the brief, but which were drawn out through collaboration and conversation. This gave the brand its uniqueness.

When the style was agreed with the client, I created a range of logo types which focused on minimalism and clarity. These were presented to the client and the benefits of each one were discussed until a decision was made and a progression route was agreed.

From this point, I further developed the logo, and created a range of brand assets to complement the style.

The visual identity is now in use, and has been used across websites, conference presentations, client workshops and articles.


Working with the client I used a range of sources including Pinterest, the client’s own resources and market research to inform a grid.

From this I extracted a colour palette and drafted a “look and feel” statement for the client to approve.

Colour palette

The colour palette was optimised and streamlined to create the brand palette.


I designed a range of initial logo options for the client to choose from. Each option drew upon the client’s brief in different ways with simplicity, readability and wireframes featuring the most prominently.


Based on client feedback on the options, I develpoed the logo further into the final design. The client wanted more of an organic feel, to reflect the hand-drawn, sketch-led approach to their work.


I selected a group of bold, sans serif fonts to reflect and balance the minimalistic and heavy strokes of the new identity.

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Finally, I created a group of secondary assets to compliement and round out the brand identity.

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