None of these pieces is wrong on its own. The problem is they were never designed to work together.
That's what I do: build a visual system (logo, typography, colour, imagery, layout) that behaves the same wherever your business shows up, and holds up once it's actually being used, not just when it's sitting in a presentation.
Before working for myself, I spent 10 years inside Lidl Portugal’s marketing department — designing campaigns, store communication and promotional materials that had to work in print, at every size, under tight deadlines, and be understood at a glance by thousands of people who’d never think twice about it.
That’s where I learned that a good design isn’t one that looks good in a presentation. It’s one that survives being used.
I bring that same standard to the identities I build for small businesses now — not just a nice logo, but something considered enough to hold together wherever your business shows up.
