Building a brand for Curve

I came to Curve as a freelancer. I was asked to design a brand book. Easy work. Right? Wrong. I found out about an hour into my first day that there was no brand. Which made the brand book thing a completely different ask.

Over the next 4 weeks I worked with the founder to bring his vision to life. Together, we built the brand from scratch, turning his vision into an identity that was bold, uncomplicated, and disruptive. The manifesto, tone of voice, and visual system all grew out of that work: rebellious but clear, cheeky but confident, always human.

Curve was less about logos or colour palettes — it was about attitude.
Less about how you look and more about who you are.

I stuck around after the project.