Having worked across different cultural contexts internationally, she brings a bilingual perspective and a lasting interest in how culture shapes identity. Her work spans cultural institutions, startups and property clients across print and digital. Every project starts with a strong idea, expressed through typography, tone of voice, photography art direction and systems that make a brand speak consistently across every touchpoint.
Having worked across different cultural contexts internationally, she brings a bilingual perspective and a lasting interest in how culture shapes identity. Her work spans cultural institutions, startups and property clients across print and digital. Every project starts with a strong idea, expressed through typography, tone of voice, photography art direction and systems that make a brand speak consistently across every touchpoint.
Coaching
Editorial
Type: Brand Identity
Role: Visual Identity, Art Direction, TOV
Images: AI-assisted (Nano Banana Pro)
Role: Visual Identity, Art Direction, TOV
Images: AI-assisted (Nano Banana Pro)
Brief: Build a brand identity for TISHINA,
a production and design collective transforming existing buildings into concept led cultural venues for contemporary music and education.
Challenge: TISHINA had a strong ambition from the beginning: to operate as cultural pioneers setting new standards for contemporary music spaces. The challenge was to build an identity that communicated authority, vision, and leadership at scale. The system needed to position the collective as the driving force behind venues, education, and production
Solution: The conductor became the organising principle of the identity. Positioned above the orchestra, the conductor symbolised complete perspective over the full composition and the ability to direct multiple disciplines toward a shared cultural vision. This became the foundation of the visual system through curved compositions, central alignment, and low angle photography creating a sense of elevation and authority. Typography combined philosophical italic serif styles expressing depth and sophistication with rounded neo grotesque forms communicating clarity and future focused thinking.
Challenge: TISHINA had a strong ambition from the beginning: to operate as cultural pioneers setting new standards for contemporary music spaces. The challenge was to build an identity that communicated authority, vision, and leadership at scale. The system needed to position the collective as the driving force behind venues, education, and production
Solution: The conductor became the organising principle of the identity. Positioned above the orchestra, the conductor symbolised complete perspective over the full composition and the ability to direct multiple disciplines toward a shared cultural vision. This became the foundation of the visual system through curved compositions, central alignment, and low angle photography creating a sense of elevation and authority. Typography combined philosophical italic serif styles expressing depth and sophistication with rounded neo grotesque forms communicating clarity and future focused thinking.
Visual language exploration. Arc layouts mimicking the conductor's gesture, atmospheric glow, upward movement. Every direction tested against one question — does it feel like orchestration, elevation, vision?
Photography direction exploration. Figures shot from below and at distance, figures in motion, figures as silhouettes, isolated hands as instruments of direction, figures with atmospheric glow and light, full body in space. Every direction tested against one question — does it communicate authority, elevation, and presence?