The Mirror™ began with a quiet realisation.
After years of designing brands for founders and independent businesses, I noticed something consistent: the strongest work never started with aesthetics. It started with clarity. With people understanding who they are, what they stand for, and what makes them distinct — in a way that feels uncovered, not constructed.
The Mirror is my attempt to hold that moment.
It distils the inner layer of my brand process — the conversations, questions and perspective shifts that help people see themselves more clearly, and in turn, shape brands that feel aligned rather than assembled.
This isn’t a template or a formula. It’s a guided reflection experience designed to move from noise to truth, from surface to substance, from performance to presence.
Visually, the book reflects its philosophy. Black and white imagery. Generous space. Restrained typography. A calm rhythm that invites stillness and focus. It feels closer to a considered journal than a traditional “workbook”, intentionally resisting corporate language or rigid structures. The design creates room — for thought, for honesty, for intuition.
Structurally, the journey moves inward before it moves outward. It begins with intention, roots the reader in truth, clarifies their difference and values, defines who they’re here for, and then brings everything together into a cohesive identity. The work is emotional as much as strategic, because alignment isn’t just a business tool — it’s a creative and personal one too.
This project sits at the intersection of my design, strategy and creative direction work. It makes the philosophy behind the studio tangible. A way to experience the thinking, not just see the outcomes.
The Mirror isn’t about inventing a brand. It’s about recognising the one that was already there.
