In 2018, I created a brand identity for a UK-based pet well-being startup, that focuses on the emotional needs of pets as much as physical ones.

The identity is aimed to reflect the company's shift from engineering toward a more holistic offering. At times it is intentionally made to feel a bit tongue in cheek, giving a subtle nod to the company's software engineering roots, while maintaining maturity and optimism that would match the company's aspirations.

An integral part of YLDs graphic system is to be easily adoptable and scalable - anyone who picks it up should feel comfortable to play with new ideas while keeping the essence of the brand intact. The digital and printed media that I worked on explore how simple schematic elements can work together to create new narratives while retaining a cohesive feel and voice.

An integral part of YLDs graphic system is to be easily adoptable and scalable - anyone who picks it up should feel comfortable to play with new ideas while keeping the essence of the brand intact. The digital and printed media that I worked on explore how simple schematic elements can work together to create new narratives while retaining a cohesive feel and voice.