The Client


Emma is great to work with. She provided both creative expertise and a robust design process that enabled us to collaboratively define the brand, ensuring it was flexible – with scope to grow to accommodate future needs – before delivering our new brand and assets.

David Barker
UX Consultant – Mcshefferty

David “Sheff” Barker wanted a new visual identity and logo to use in the relaunch of his freelance UX consultancy business. The identity was to embrace the idea of process, minimalism and clarity while looking modern, professional and unique.

After an initial discussion and some collaborative research, I was able to identify what David’s ideal customers would want to see in the brand. 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 personality moodboard from which to find the brand’s colour pallette, using images inspired by David’s love of nature and adventure, elements of Japanese culture and gaming. These elements were personal identity cues which weren’t in the brief, but were drawn out through collaboration and conversation to give the brand its uniqueness.

I then created a range of logo concepts which focused on minimalism and clarity. After discussion with David, I further developed a single concept, and created a range of brand assets to complement the style.

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