DEVelopment bank of wales
Designing DBW's Story, Report by Report
I led the brand and digital design work for the Development Bank of Wales, with the bulk of the work centred on designing their annual and quarterly reports, refining the typographic system, improving information hierarchy, and applying the brand consistently to make dense financial information easier to navigate. Alongside the reports, the project included refreshing DBW's core brand, redesigning their digital experience, and building a cohesive new sub-brand for Economic Intelligence Wales, all aimed at helping entrepreneurs and SMEs across Wales find the funding and resources they needed.
Where the System Was Failing
The Development Bank of Wales needed a modernised brand identity and a clearer, more accessible digital experience to better support entrepreneurs across Wales. Their existing site structure, content and visual system made it hard for users to understand funding options, while internal teams needed a more unified approach to communications across reports, sub-brands and bilingual materials.
Three Years of Rebuilding, Together
Over three years, I partnered closely with DBW's internal teams and CreateFuture's strategy and design teams to lead a wide range of brand and digital initiatives. I developed a refreshed identity, redesigned bilingual annual reports, created infographics and digital assets, and established the sub-brand for Economic Intelligence Wales. Stakeholder management sat at the heart of the role, facilitating workshops, aligning departments and creating clarity across design, content and leadership. Using insights from user research, we rebuilt the digital experience from the ground up, simplifying navigation, restructuring content and embedding bilingual accessibility throughout. Visually, I crafted a clean, credible, human-centred system that worked consistently across every channel.
Clarity Across Every Channel
The result was a modern, trustworthy digital platform where users can easily navigate funding options and understand DBW's impact. The refreshed visual identity unified everything from web content to reports and EIW publications, strengthening brand coherence and accessibility across the board. Just as importantly, the collaborative process reshaped how DBW approaches design and digital communication, improving alignment, transparency and long-term consistency across the organisation.
Scale-up Playbook
Building a Brand From Scratch
I was brought on as sole designer to build the brand and visual identity for the Scale-Up Playbook, a framework helping fast-growing companies move from chaos to clarity as they scale.
No Identity, No System, No Assets
The Scale-Up Playbook needed a clear, compelling brand identity and a cohesive set of assets that could translate complex growth concepts into something approachable for fast-growing companies. With multiple teams involved, from marketing to strategy, strong creative direction and alignment were essential.
Owning Every Design Decision
As sole designer on the project, I owned every design decision, shaping the full visual identity for the playbook and campaign from the ground up. Working closely with the strategy team, I translated scaling insights into an accessible visual language and structured framework, designing the playbook itself alongside digital marketing materials, templates and illustrations. I also created a suite of AI-generated assets used across the wider marketing collateral, helping extend the visual language quickly and consistently across channels. Throughout, I worked directly with cross-functional stakeholders, iterating collaboratively to keep the narrative and visuals tightly aligned.
A Framework Founders Actually Use
The campaign delivered a strong, unified brand presence and a highly practical framework that resonated with founders and executives. The Scale-Up Playbook became a valuable tool for navigating growth challenges, reinforcing the organisation's authority in supporting high-growth companies and strengthening engagement across the target audience.
MPOGRIS BAKERY
From Family Recipe to Full Identity
Mpogris Bakery is a family-run bakery built on traditional recipes, quality ingredients and a warm, inviting customer experience. They needed a brand that reflected their craftsmanship and heritage while standing out in a crowded market, one that felt authentic to loyal customers and instantly appealing to new ones.
Owning the Rebrand, Start to Finish
Mpogris Bakery is a family-run bakery built on traditional recipes, quality ingredients and a warm, inviting customer experience. Their existing visuals lacked consistency and didn't communicate the story, values or quality behind the product, making it hard to stand out or support future growth. I led the entire rebrand, guiding the process from discovery through to final rollout.
After immersing myself in the bakery's history, products and customer base, I built a full visual identity system, including logo, typography, colour palette, packaging and digital assets, blending traditional bakery cues with a warm, contemporary look. I also advised the owners on brand strategy, making sure every design decision tied back to their long-term vision. The new identity elevated Mpogris Bakery's market presence and gave it a clear, recognisable story across every touchpoint, giving the bakery a strong foundation to build marketing, expansion and future growth on.
