I am Kristina Michelle Williams, an independent brand identity designer based in Buckeye, Arizona. This portfolio explores the relationship between a clear idea and a usable visual system. The work begins with the words a brand needs to communicate, then tests how a mark, type and colour can carry that message across different formats. The studies here are self-directed concepts; they show the reasoning behind the visual choices without presenting fictional brands as real clients.
The system beyond the mark
A useful identity leaves room for different messages without changing character. The Serein study explores restraint; Common Ground begins with warmth; Interval uses contrast and modular space. Each asks a different question about recognition.