How and when was Love & Logic founded and with what mission/goal in mind?
I founded Love & Logic (loveandlogic.co.uk) at the start of 2022 after spending 12 years running Manchester-based creative agency, Design By Day. One of a number of motivations for such a drastic change was wanting to get back to what I love most; hands-on creative work where I could directly support brands through outstanding creativity and problem-solving! Your readers can read more on that at loveandlogic.co.uk/thoughts-feelings/a-very-honest-blog-post-about-why-i-closed-my-agency-and-went-solo Love & Logic in its current form exists to transform brands through imagination with heart. Combining the emotional and the rational to create the impactful.Can you describe what goes into the process of creating and growing a brand from scratch?
Branding is at the heart of what I do. The process very much depends on the client and the scope of the project — but let’s imagine the dream scenario: a client who’s all in, ready to collaborate and has the budget to fully explore what their brand could be. This kind of project allows for an expansive, holistic, and impactful approach. Here’s what that could look like: 1. Discovery Discovery is nothing without getting the right people around a (virtual) table. For me this is all about digging deep with decision-makers, stakeholders, and key voices to uncover what’s ‘real’ about a brand: what it stands for, who we’re speaking to, and what makes it truly special. Asking the right questions is the bedrock for everything that comes next, laying a strong foundation for meaningful brand exploration. 2. Research (audience, competitor, visual) This phase is about figuring out how a brand can ZAG while everyone else ZIGS (yes, it’s a cliché, but it works!). It’s about understanding the audience; what they value and connect with, whilst analysing the competition and mapping the visual landscape to identify trends, gaps, and opportunities for the brand to truly stand out. 3. Strategy & Brand Voice (through external partners) I’m very much a visual thinker. My strength lies in making brands look good! Words, numbers, and strategy are not my natural playground, so I collaborate with brilliant strategists and copywriters to fill those gaps and ensure that every brand I create is built on a solid foundation. 4. Concepts This phase is all about exploring and shaping creative directions — and I believe collaboration is key to making it successful. Whilst I often joke that: ”I only have one idea in me”, the truth is that bringing in another designer-collaborator adds fresh a perspective to ensure a richer pool of ideas. It also allows us to challenge each other’s thinking, refine our approaches and push the creative potential! For my clients it’s a complete win: Two heads (and hearts) more ideas, and a stronger, more impactful outcome. 5. Visual Language & Refinement The chosen concept expanded upon and built out to develop a comprehensive visual language to support the brand. This is where we explore and define rules that guide how the brand looks, feels, and operates across every touchpoint. Here we’re talking typographic and colour systems, graphic devices, image style and treatment, icons, patterns, and sometimes illustrations and other design elements that come together to form a unified, cohesive identity. Motion is also key here. Defining how the brand moves during the branding process, not as an afterthought, ensures it feels authentic and integrated. 6. Brand Toolkit At this point I’ve essentially set the brand up for success, so it’s ready to hit the ground running and maintain its integrity wherever it’s applied. I pull together all the brand assets and rules into a comprehensive toolkit outlining everything including, but not limited to strategy, brand voice, messaging, logo usage, typographic rules, colour palette maintenance, and how motion elements should flow. These guidelines can take the form of a PDF, a Figma file or be hosted on an online platform like Bravemark (www.bravemark.co). It all depends on what works best for the client and their team. Something I’ve realised over the years is that the level of ‘strictness’ required in brand guidelines really depends on the client and their specific needs. Some clients benefit from a detailed, rule-driven approach. Others require more flexibility to allow for creativity and adaptability. I’ve found that understanding the client’s creative and marketing team’s dynamics and skillset is key to finding the right balance that works for them. 7. Application I’m most excited when the finished brand steps out into the wild! For some brands, this means a purely digital launch. For others, it’s a combination of online platforms and real-world applications like print materials, signage, or packaging. The focus here is on ensuring the brand is implemented consistently and effectively, whether it’s a website, social media assets, or physical touchpoints. It’s about making sure all that hard work translates into a cohesive and impactful presence wherever the brand shows up.What other services do you offer?
Alongside brand design, I offer motion design and animation. For me, motion and brand go hand-in-hand. Motion design adds depth to a brand’s identity by introducing movement and rhythm that align with its core personality. It’s not just about animating logos but creating dynamic elements that resonate and can be implemented across all platforms. In addition to brand motion, I also produce animated content in the form of brand or product promos and explainer videos. These are often character-based, as they’re highly effective for storytelling and building emotional connections, especially when working with charities.What software do you use in your work?
The ones I use most frequently are the old staples — Adobe Illustrator, After Effects, and InDesign and currently exploring the Beta of Project Neo, the new 3D app that’s more like Illustrator. I also use Figma, Canva, and a bunch of AI tools like MidJourney, Runway, and ChatGPT.To learn more about Love & Logic, you can visit loveandlogic.co.uk
