As a Visual Identity designer, I take all the information I know about a brand - including its mission, vision, values and audience - and work with my client to design an effective visual representation. 

Logo, colour palette, fonts, illustration & photography style are often recognised as important elements of the Visual Identity tool-box. What I feel to be just as essential - and sometimes overlooked - are the details which help these elements to work as a whole. This unification makes it easier for the audience to absorb key information and gives the Visual Identity a more professional, refined feel.