For the brand renewal of Versio, a hosting company with a strong entrepreneurial spirit, I started by identifying the core archetype of its audience: the Outlaw. These are independent thinkers who value freedom, challenge conventions, and prefer to create their own path rather than follow established rules. The goal was to transform Versio from a traditional hosting provider into a brand that resonates with this mindset.
To bring this strategy to life, we developed a campaign featuring real freelance professionals whose lifestyles reflected the brand's values. Giorgio, Marije, Bram, Pluk de Dag, and Linda became the faces of the new Versio, representing a generation of makers, creators, and entrepreneurs who work on their own terms. Their stories helped create an authentic connection between the brand and its audience.
The resulting brand expression was energetic, young, and free. From the visual identity to the tone of voice and campaign imagery, every element was designed to communicate independence, ambition, and movement. The renewed Versio brand became more than a hosting company—it became a platform for people building their own future.
Arkival
2020 – 2021
“Arkival is a social bookmarking tool designed to be shared. Collect your ideas, your thoughts, your internet.”
A tool for archiving and sharing the internet. Born from our need to save our bookmarks more elegantly. The web app is comprised of multiple products:
• Front-end application built with React • Back-end application written in Laravel • Micro-service redis queue for capturing website screens using Puppeteer • Chrome extension for the user to capture the page
Arkival was designed and developed by myself, Adam Gee and Sheldon Li as Manual Engineering. Currently in working beta and used by us as our primary personal and business bookmarking tool.
Pulpit
2021
Branding and web design for UK-based bar and restaurant Pulpit.
Mercedes-Benz EQ
2021
Acting as the lead design consultant, various flows were designed to pitch for Mercedes-Benz EQ’s new web app and WeChat Mini Program to facilitate initial browsing all the way to the vehicle remote app.
Total 90
2020
Total 90 is a concept fantasy football app. The app adds more accurate and relevant player scoring, game modes and mechanics, and a dynamic transfer market to the more standardised available fantasy apps. Born from the fact I always come bottom of my fantasy league with friends more so than an investors wet dream.
Logos
2014 – Present
Logos. Logomarks. Logotypes. Logos.
Grana
Head of Brand & Art Director 2014 – 2017
Joining as a founding member in 2014, I helped Grana grow from a 5 person team to over 80 with $16 million in investment. Grana specialises in quality essentials through low markups, cutting out the middlemen and product transparency.
Originally as an Art Director and then Head of Brand, I was responsible for Grana’s branding from web design, photography, marketing assets, store design, copy direction, to product tags and care labels.
Our goal at Grana, much like our product manifesto, was to create the highest quality digital experience that used the most modern stacks and procedures. You can find our style guide here↗.
