Udeat is my independent design practice across brand identity, packaging, social systems and art direction.
I have spent more than a decade working across design, photography and creative direction. That mix is useful because I rarely see a brand as a logo problem. I see the object, the frame, the caption, the material, the customer and the awkward real-world application that arrives three weeks after the guidelines are finished.
What I care about
Specificity. A brand should feel like it could only belong to that business, place, person or product. Good design can be beautiful, but beauty is not the strategy.
What I am usually brought in for
New brands that need a complete visual world, existing brands that have outgrown their current identity, packaging systems that need to work across a range, and brands whose social presence has stopped feeling like the identity they invested in.
I would rather make one decision that explains ten design choices than make ten unrelated choices and call them a system.