The process of guiding and overseeing the visual elements and aesthetics of a creative project involves making creative decisions about the overall look, feel and style and ensuring that these choices are in line with the project's objectives and target audience.

Artistic direction plays a vital role in creating compelling and visually engaging experiences. I provide artistic guidance and establish visual guidelines such as colour palettes, typography and imagery that ensure the consistency and cohesion of an entire project.

A strong brand identity helps differentiate a brand from its competitors and creates a recognisable and memorable impression in the minds of consumers. It is crucial in establishing brand loyalty, building trust and conveying the brand's values, mission and promise.

Brand identity includes various components such as the logo, colour palette, typography, imagery and design elements, which are used consistently across all brand communication channels such as, packaging, websites, advertising campaigns and other brand touch points, ensuring a consistent and recognisable brand presence.

Using usability principles I develop interfaces that focus on the user experience and create interfaces that are visually appealing and user-friendly. I help users navigate and interact with digital products or services more effectively, leading to a positive user experience and ultimately achieving the goals of the product or service.

The UI design process typically involves creating wireframes and prototypes to establish the layout and structure of the interface and then designing all the visual elements that users interact with, such as buttons, icons, menus and forms.

Webflow enables a visually-centric approach to web design while providing flexibility and control. It combines intuitive design tools, responsive capabilities, interactive features and collaboration functionality.

I develop websites with Webflow because it allows me to flexibly take control over the design and functionality of the project, thus creating custom and professional websites without the need for advanced programming skills.