Designs ByLucy
PORTFOLIO
BRANDING IDENTITY, 2022
As a brand designer, I create these identities by blending visual storytelling with strategic design processes. I start with in-depth research and discovery sessions to understand the core mission, values, target audience, and competitive landscape. From there, I move into concept development and to explore visual directions. I then craft core elements such as logos, typography, color palettes, and iconography, ensuring they align with the brand’s tone and positioning. Throughout the process, I iterate based on feedback, refining the visual language until it clearly and consistently communicates the brand’s personality.
PERSONAL PROJECTS, 2022-2025
I have found throughout my freelance career and degree studies, having a priority to delve into personally led briefs is imperative to my own design progression. Having the ability to experiment without the limitations, means that I can often reflect deeper conceptual thinking or storytelling. This gives me the chance to explore themes, messages or visual outcomes that matter to me like the human form, cultural awareness and heritage. Adding depth to my body of work and fostering new styles, design techniques, and concepts that can later inform my professional practice. Personal projects act as a creative battery for me—rekindling my enthusiasm to create to a new and developed standard each time as I evolve during my design career.
EDITORIAL DESIGN, 2023-2025
Using complementary typefaces, structured grid systems, and clear hierarchical layouts, I am able to create cohesive and purposeful editorial designs. These foundational elements provide clarity and visual rhythm, allowing readers to navigate content with ease. Within this structured approach, I integrate dynamic vector illustrations that inject energy and character into the layout without disrupting the overall balance. This careful interplay between order and expression enables me to produce work that is both disciplined yet engaging. I find this balancing act essential—it not only reinforces a confident and intentional aesthetic but also ensures that the underlying concept remains accessible. Even when working within tighter editorial constraints, I view the framework as an opportunity rather than a limitation. It allows my creative decision making to be more focused, ensuring that the more important areas of decision are within my market research, aesthetic identity and purpose.
ClIENT PROJECTS,
2022-2025
Throughout these client projects I've adapted the skill of how to communicate ideas clearly—through presentations and regular calls. By maintaining a responsibility of complete transparency I can often explain design process and decisions to the often non-designers I am creating for. Aswell as gain any additional information that will inform my final outcome. Each project remains completely different in approach and outlines, which has allowed me to strengthen my own voice as a designer whilst channeled through differing constraints. Learning how to receive critique constructively, I am regularly adapting my work without losing the core idea and messagings, again, allowing me that essential skill to balance client input with my own design integrity.
