identity through design.

Personal Branding

Brand Identity

A comprehensive personal branding project spanning both print and web design, including merchandise, business cards, and digital applications.

Overview

This project documents the process of creating a personal brand from the ground up. From initial concept development, self reflection, visual exploration to final applications, the brand was designed to be flexible, cohesive, and reflective of a clear creative direction.

phase 01

Research

The project began with moodboards and gathering inspiration to explore different visual directions and aesthetics that could represent my identity as a designer. I also explored existing personal brands and design portfolios to understand how others communicate their values visually, which helped me identify what I wanted to emulate or avoid.

Moodboard layout with a color breakdown of five pastel tones, a handwritten personal branding mind map, and four modern abstract imagery samples.
Branding ideation sheet showing 'logo roughs' with colour breakdown of five pastel and neutral tones, multiple black and white abstract logos with shapes resembling 'ac' and dots, and wordmark variations of 'ava choo DESIGN' in serif fonts with different arrangements and dot patterns.
phase 02

Ideation

During ideation, I created sketches and brainstormed logo concepts to experiment with different typography, symbols, and layouts to see what best expressed my style. Concept development involved narrowing down these ideas into stronger, cohesive visuals that aligned with the self-reflection insight from the research phase.

phase 03

Refining

I refined the strongest concepts through multiple iterations, focusing on layout, balance, and authenticity. Moodboards guided decisions around colour and style, while concept sketches were refined into polished designs. I experimented with typography and colour palettes, prototyped the logo in different applications, and refined the final brand to ensure it worked consistently across mockups

Four logo options including two monograms with abstract shapes and two wordmarks reading 'ava choo DESIGN', one stacked and one horizontal.

Final Result

The final result is a cohesive personal brand system applied across print, web, and merchandise. Through this project, I strengthened my ability to translate abstract ideas into a clear visual identity while learning how to design with consistency, flexibility, and real-world application in mind.