Create. Define. Distill. LOGOS AND CHARACTER DESIGN FOR BRANDS AND PRODUCTS — FROM PACKAGING AND DRINKWARE TO DIGITAL APPLICATIONS. EACH VISUAL IS BUILT TO BE DISTINCT, LEGIBLE, AND IMMEDIATELY RECOGNISABLE IN USE. Clarify. CONNECT. Resonate. BUSINESS COMICS, EXPLAINER VISUALS AND INFOGRAPHICS — USED TO CLARIFY COMPLEX IDEAS, SUPPORT COMMUNICATION, AND MAKE INFORMATION EASIER TO UNDERSTAND AND APPLY. Design. Engage.
 Deliver. FROM PACKAGING AND LABEL DESIGN TO UX AND DIGITAL INTERFACES — VISUAL SYSTEMS THAT WORK ACROSS PRINT AND SCREEN, DESIGNED FOR CLARITY, CONSISTENCY AND RECOGNITION. Inform. Inspire. Impact. EDITORIAL ILLUSTRATION THAT CLARIFIES IDEAS AND SUPPORTS THE TEXT — ADAPTED TO TONE, SUBJECT AND PUBLICATION CONTEXT. COMMISSIONED BY PUBLISHERS AND MEDIA CLIENTS INTERNATIONALLY. 0{{current_slide_index}}

Graphic Design & Creative Direction

I work on graphic design, creative direction, brand systems, packaging and campaign visuals for clients who need clear, original and production-ready work. Some projects start with a logo or an illustrated label. Others involve a broader visual system across print, packaging, signage, presentations or digital communication.

My background combines illustration, design and art direction, which means I can help shape both the overall visual logic of a project and the final assets themselves. I work with small businesses, wineries, institutions, NGOs, agencies and larger international clients, always with the same aim: to make the work coherent, usable and appropriate to its context.

This page focuses on projects where design structure, visual consistency and technical delivery matter just as much as the image itself.

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What this work usually includes

Graphic design and creative direction can cover very different kinds of assignments, but most of my projects fall into a few recurring categories. In each case, the goal is not just to make something attractive, but to build a visual solution that works in the real world and holds together across formats.

  • Brand identity and visual systems — logos, typography, colour logic, layout language and supporting assets
  • Packaging and label design — wine labels, product ranges, printed packaging, jars, cups, sleeves and promotional packaging elements
  • Campaign and communication design — posters, banners, roll-ups, event graphics, flyers, brochures and presentation visuals
  • Illustration-led design projects — where drawing, character work or narrative imagery becomes part of the brand or communication system
  • Production-ready artwork — vector files, print-ready PDFs, exports for digital use, and structured files that fit professional workflows

I often work on projects that sit between categories: for example, an illustrated wine label that also needs a coherent range structure, or a mascot-based campaign that requires packaging, signage and presentation graphics to feel part of the same system.

How I work

My process usually starts with the practical questions: what the piece needs to do, where it will appear, who it is for, and what constraints need to be respected. That may mean print specifications, packaging formats, brand architecture, multilingual requirements, or the need for assets to work across several media.

From there, I develop the visual direction and the working assets together. Because I draw as well as design, I can move between concept, illustration, typography and production more fluidly than in a split workflow. That is often useful for clients who need one consistent point of view rather than several disconnected suppliers.

The scale can vary greatly. Sometimes it is a focused piece of packaging for a small producer. Sometimes it is a broader identity or campaign system for an organisation or agency. In both cases, I aim for work that is clear, distinctive and technically dependable.

Selected project types

Examples across these areas can be found throughout the site, especially in the Case Studies, the Logo & Mascot Design page, the Business Illustration page, the La Toya Jackson creative direction project, and selected packaging-related projects such as Ritzenhoff Germany.

Who this is for

This part of my work is relevant to small businesses, wineries, startups, NGOs, institutions, agencies and established brands. Some clients need a single, well-made piece. Others need someone who can help connect several visual elements into a coherent whole.

I do not approach these projects as separate “big” and “small” categories. A local producer, an independent organisation or a family business can need the same level of care and clarity as a larger international client. The scope changes; the seriousness of the work does not.

If you need graphic design and creative direction that combines visual thinking, original artwork and reliable production files, feel free to get in touch.

Related pages

Logo & Mascot Design • Business Illustration • Case Studies • Portfolio PDF

This gallery includes examples of packaging, labels, logos, campaign assets and broader design direction, all developed with the same attention to visual coherence and practical delivery.

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Marsden Creative