overview
I designed a new logo suite for independent graphic designer Jen McDowell to launch the rebrand of her freelance practice as she transitioned into full-time freelancing.
challenge
Jen had outgrown her previous branding, which reflected her time during and shortly after university.
She needed a new identity that reflected her professional and personal growth since graduating, playful and bold, yet minimalist to define her refreshed freelance presence.
As this was such a personal project, finding the delicate balance between bold playfulness and minimalism that felt authentic to Jen was crucial to its success.
solution
A flexible logo suite featuring bold, playful typography paired with distinctive 'J' and sun marks, supported by a warm, minimal colour palette. The rebrand provides a strong foundation for Jen’s new chapter as a freelancer, with an identity system she can continue to build on.
Client Feedback
"Working with Jake has been brilliant, his attention to detail and understanding of the project has been next level. The whole process has been smooth and I am so happy with the final outcomes, can't wait to work together again."
Jen McDowell
