A woman lying on her back in an acro yoga pose with her legs extended upward and her arms supporting her upper body, positioned in front of a large, colorful oval shape with pink, blue, and purple gradient against a cloudy sky background.

Sit down, strap in and enjoy the ride.

You’re about to enter my world.

Not another supplement brand clinging on for dear life.

ZAAG challenges the conventions of its category, shifting the focus from long-term dependency to short-term relevance. Designed to support periods of change, it exists to be used with purpose, then let go. I developed the brand to mirror that philosophy – clean, considered and quietly assured, with a visual language that balances restraint with moments of bold expression.

Two white boxes with the word 'ZAAG' and black, pink, and purple line designs on a white background.

A black and white striped geometric pyramid with a pink and purple sphere at the base, set against a white background.

Black and gray geometric 3D shape with a pink and purple gradient sphere at the center, surrounded by linear patterns.

3D directional arrow with a red gradient, pointing to the right, surrounded by a series of black lines and white lines that create a sense of movement and depth.

People hiking on a mountain trail with a mountain peak in the background, depicted in a stylized graphic design with abstract circular and gradient elements.

Black and white photo of a woman wearing a black dress with white piping, sitting in a contemplative pose with her head bowed and eyes closed, against a geometric background with black, white, and pink gradient elements.

A person surfing on a wave, with a background divided into pink tones on the left and black-and-white on the right, with graphic pink and purple spheres and lines overlayed.

Black and white portrait of a young person with short, wavy hair, with geometric and colorful abstract shapes in the background, including a pink and orange circle and black angular lines.

Black and white portrait of a woman with curly hair, set against abstract geometric and colorful design elements.

A black and white portrait of a young person's face with a serious expression, overlaid with geometric and abstract colorful shapes and patterns in purple, red, pink, black, white, and green.

White T-shirt with a colorful abstract design on the front and text on the sleeve.

Series of four Instagram story screens from ZAAQ Supplements featuring modern, abstract graphic designs with vibrant colors, a black and white portrait of a woman, and motivational text about health and life.

A snowboarder in black clothing and a helmet riding down a snow-covered mountain slope, with a partially cloudy sky in the background. The image is stylized with a triangle overlay and vibrant pink, orange, and purple lines framing the scene.

Black and white image of a person on a skateboard, sitting with one arm extended, wearing sportswear and sneakers, surrounded by colorful gradient circles and abstract lines.

A white box with black diagonal lines and the word 'ZAAG' printed on it, placed next to a black and white box with the label 'SUPPLEMENTS REWRITTEN', and a tube with a colorful gradient design and the word 'ACID' on it.

A box designed to look like a vintage television set, with a white and gray exterior, black and white zigzag pattern on the screen area, and a section with pink and purple coloring, containing 29 vitamins, nootropics, and adaptogens.

Designed for when everything is on the line.

Zelim’s technology exists to find, recover and protect people in the most critical moments – using intelligent systems to detect incidents instantly and support life-saving intervention at sea. I was responsible for the full brand creation, from naming through to identity, crafting a system that communicates urgency, trust and precision in equal measure. It’s serious work, solving a serious problem – so the brand needed to be clear, confident and free of anything that might get in the way. No fluff. No drama. Just something that does its job when it matters most.

A racing sailboat with a crew of sailors on the water, black sails with logos, and the words 'Team UK' and 'ZELIM' visible. The boat is moving at high speed, creating waves and spray.

A black motorcycle helmet with blue accents and the word 'ZEAL' on the front, placed on a light-colored surface with a plain background. The helmet features air vents and has the phrase "NATURE WILL NOT TAKE THEM" written at the bottom.

Investment prospectus brochures with ocean wave imagery and text 'Spring 2021' and 'ZELIM' on the covers.

A black T-shirt with the word 'ZEAL' and the phrase 'NATURE WILL NOT TAKE THEM' printed in turquoise on the front, lying on a plain light grey surface.

Digital illustration of various geometric shapes and wireframes on a dark background.

Spicy work for a spicy brief.

Threw some visuals together for an Old Jamaican Ginger Beer pitch. We had fun. They looked good. That's the whole story.

A colorful billboard advertises summer drinks and fun, featuring a woman with sunglasses, holding her hands up, with a background of rain droplets and graphics of a ginger beer bottle and weather icons.

A colorful outdoor billboard featuring a man with sunglasses, a raised fist, and rain drops on his face, advertising Old Jamaica Ginger Beer. The billboards background has a bright yellow with green leaves and various icons including a sun, cloud, and lightning bolt, and the text promotes a summer promotion.

A vending machine on a busy city street with colorful pop art-style stickers including children, rain clouds, lightning, and text promoting Old Jamaica beer and free ginger beer, surrounded by pedestrians and buildings.

Where finance meets responsibility.

CarbonPay places sustainability at the core of everyday spending – turning every transaction into a small act of accountability.

I helped build the brand from scratch, creating a visual system that balances precision with purpose. The identity extends into a fully considered app experience, designed to give users genuine clarity and control over their environmental impact – without ever feeling like a compromise.

An airplane flying through a cloudy sky, with its silhouette visible within a geometric shape overlaying the sky.

Two contactless payment credit cards, one green and one dark green, with chip and contactless symbols, partially overlapping.

An advertisement for CarbonPay Visa card featuring a background of lush green mountains and a message that reads "Reach net zero with 0% interest." The card appears to be glowing with green and white colors and has the name Daniel Underwood.

A smartphone screen displaying the CarbonPay app, showing a digital card and options to hold near reader, with a green background.

A person sitting at a desk, holding a smartphone displaying a Visa Carbon Pay card, with a laptop underneath and a white lamp nearby, in a modern office setting.

Wind turbines on a mountain ridge at sunset, with a lens flare effect and layered mountain ranges in the background.

View of Earth from space with a message about making a positive impact on the climate.

An infographic explaining CarbonPay, a personal payment card that helps offset CO2 emissions by allowing users to automatically deduct 12 tonnes of CO2 per year through their spending.

Page from a presentation or document with text on choosing images and the wonder of nature, featuring hexagonal images of natural scenes like a forest, ocean, mountain landscape, waves, plant sprout, and icy formations.

A screenshot of a mobile device displaying a grid of environmental images and facts related to climate change, reforestation, and offsets.

Smartphone displaying the CarbonPay Business homepage with a digital credit card graphic and text about taking steps to net zero, with green and dark teal color scheme.

A presentation slide showcasing the homepage of CarbonPay Business, a mobile platform for carbon offsetting, with various examples of digital and physical cards, and marketing messages about zero interest and climate action.

Advertisement for CarbonPay Business on a large digital screen in an indoor setting, with a green nature background and a graphic of a VISA card. The ad includes text promoting the service as simple and eco-friendly, and features logos of payment par

A magazine pages featuring an advertisement for CarbonPay, a digital payment solution with a green VISA card overlay, airplane images, and the tagline 'Soar. Offset. Simple.'

I led the creation of the global brand for the Institution of Fire Engineers – an internationally recognised body dedicated to advancing fire safety and professional standards worldwide.

This was a full visual identity project, from first principles to final execution, designed to reflect the authority, clarity and responsibility that comes with shaping a profession built around protecting people, property and the environment.

The result is a cohesive, assured system that brings consistency to a global organisation – and reinforces the trust that underpins everything it stands for.

A global brand built on trust.

Two firefighters in protective gear facing a large wildfire, with flames and smoke in the background.

Four smartphones displaying promotional images for The Institution of Fire Engineers, featuring individuals in fire safety and firefighting gear, with accompanying text about fire risk assessment, firefighting careers, and inviting viewers to join.

Open magazine titled 'Professional Registration' with a cover photo of a hand sketching architectural drawings on a desk.

Holy Moly. That’s some tasty art!

I’m part of the team at Tribera in Birmingham – a digital content agency doing some very good things. For one of our clients, Holy Moly in Grand Central, I created a vibrant (and, let’s be honest, pretty fucking ace) set of artwork that leans fully into the brand’s personality.

Quirky illustration

An illustration style developed for Keysoft Solutions…not much else to say really. Cool isn’t it!

Failure is not an option

We worked with Ishida for years. An amazing client to have with such an open mind when it came to creative ideas and campaigns. They provide food processing and quality control for their customers – we provided exceptional customer service and creative for them…if I do say so myself.

Not your average consultancy.
Finally, not your average brand.

Recruitment isn't glamorous. Insurance is even less so. But IDEX Consulting have spent nearly twenty years proving that connecting the right talent with the right business is actually a pretty serious superpower. They just needed a brand bold enough to say so. I took them through a full branding sprint and built out a complete visual identity – the kind that stops scrolling, earns trust, and doesn't look like every other consultancy on LinkedIn. Boring industry. Anything but boring brand.