Print Branding

One of my proudest projects was leading the creative on Baukjen's full rebrand as the brand became one of the first fashion B Corps. The brief was significant, to build a new visual identity that could carry genuine purpose, not just aesthetic appeal. I wanted the brand to feel considered and conviction-led, so the identity moved to a grounded green palette and a bespoke typographic ligature in the logo, a deliberate design decision to express partnership, collaboration, and the relationship between brand and consumer. Alongside the logo, I led the sustainability creative and a comprehensive refresh of all print collateral, designing a system that made the sustainability credentials of each product fully transparent, giving customers clear, honest information about what they were buying and why it mattered. I also led the team on the design of the recyclable packaging, swing tags and supporting materials, ensuring the brand's values were carried through every physical touchpoint. It's the project where I felt most clearly that design can do real work in the world.