Here’s a quick sneak peak of the visual identity update for the site etc. I’ve broken the chevron into two pieces and developed a number of pattern varieties for different applications, formats and so on. I’ll be updating the site with new visuals relatively soon, but until then I’ve cleaned the whole thing up and added a couple of new projects to tide you over.

I’m currently working on a project about sub-branding and how large multinational companies utilise these sub-brands to give the illusion of choice within the market place when, in reality the amount of choice the consumer has is significantly smaller than they realise. This illusion of choice is neither helpful from a consumers decision making perspective nor from the confusion to much choice brings, a concept that psychologists have done a huge amount of research in, causing the affect of people feeling worse about their decisions because there are so many options, even if they picked something far better than they could have done with less choice, because they feel it is their fault for picking badly.

I hope you enjoy this experiments, they were certainly enjoyable to make!