A fresh start
Lindsay Fraser, an emerging architect known for her clean, modern design style, approached me when she decided her company needed a fresh brand identity that truly reflected her vision and professionalism. Her existing branding no longer matched the level of sophistication and creativity she brought to her architectural work, so together we explored her values, aesthetic preferences, and long-term goals. I then designed a new brand identity that captured her signature balance of elegance and functionality—complete with refined typography, and a logo that echoed the structural clarity found in her projects. The result was a polished, memorable brand that aligned seamlessly with her growing practice.
The discovery phase
I facilitated a workshop with Lyndsay to explore her vision, goals, and the unique aspects of her company.
Using alignment and negative space, I created a bold visual identity that feels both intentional and impactful. Careful placement of each element allowed the design to breathe, ensuring clarity without sacrificing energy. The strategic use of empty space helped guide the viewer’s eye and highlight key components, resulting in a clean yet striking aesthetic. Overall, the identity balances simplicity and strength, making it memorable and visually engaging.
Please use the slider below to view the design process:
Digital upgrade
In addition to the branding, she also needed a website that showcased her portfolio and communicated her services clearly, so using Squarespace I designed and built a site that was visually cohesive, intuitive to navigate, and aligned seamlessly with her new identity.
