Design that solves problems.
Brands that feel human.
Work that lasts.
(SCROLL DOWN & EXPLORE)
Design that solves problems.
Brands that feel human.
Work that lasts.
(SCROLL DOWN & EXPLORE)
Design that solves problems.
Brands that feel human.
Work that lasts.
(SCROLL DOWN & EXPLORE)
Selected Works
Selected Works
Refined projects with purpose
Where ideas take shape
ROEN Philosophy
What a brand
can do
The thinking behind good branding
Your business should have a world of its own.
A strong brand gives people a way into your business. They can see it, feel it, recognise it and start to build a picture of who you are. That starts with finding what is worth saying. What you do, who you do it for, what makes you different and what you want to be known for.
Then we turn those things into a visual language that belongs to you. Your logo, typography, colour, imagery, words and all the details in between start speaking the same language. Eventually, someone can see a colour, a typeface, a photograph or a familiar shape and know it's you before they've even seen your name.
Good design gives people something to remember.
People come across your business in all sorts of places. Your website. Instagram. A package on their doorstep. A sign on the street. An email in their inbox. When all of those things feel connected, every interaction builds on the last.
That's where a brand starts to become really useful. You become easier to recognise, easier to recall and easier to find again when someone is ready for what you offer.
And when the identity is well designed, creating all those things becomes much easier too. You have a clear visual world to work within, so you can keep moving without having to figure out how your business should look from scratch every time.
That's what good branding can do.
It gives a good business a presence that people remember and a visual language they can recognise in an instant.
It makes the business feel established, considered, and unmistakably yours.
And, over time, that recognition can become one of the reasons someone chooses you.
Choosing a designer is hard, because most of them will show you something that looks good and call it done.
What you usually get
Start designing
Choose from what's visually popular
Present the finished answer
Hand over the files
Move onto the next project
What happens at ROEN
Start with discovery
Find what is specific to the business
Explain the thinking behind it
Build a system you can actually use
Stay personally involved
Choosing a designer is hard, because most of them will show you something that looks good and call it done.
What you usually get
Start designing
Choose from what's visually popular
Present the finished answer
Hand over the files
Move onto the next project
What happens at ROEN
Start with discovery
Find what is specific to the business
Explain the thinking behind it
Build a system you can actually use
Stay personally involved
Branding & Identity
Starting from scratch or ready for a rethink. Whether you are building a new business or your current brand no longer feels like it belongs to the business you have become, we start in the same place: figuring out what the brand needs to say. From there, I build the identity around it, including the logo, typography, colour, supporting elements and guidelines. Every decision has a reason behind it, and every part is designed to work as one system. The result is a brand that feels like your business rather than a version of something you have seen before.
Identity
Positioning
Voice
Branding & Identity
Starting from scratch or ready for a rethink. Whether you are building a new business or your current brand no longer feels like it belongs to the business you have become, we start in the same place: figuring out what the brand needs to say. From there, I build the identity around it, including the logo, typography, colour, supporting elements and guidelines. Every decision has a reason behind it, and every part is designed to work as one system. The result is a brand that feels like your business rather than a version of something you have seen before.
Identity
Positioning
Voice
Subscription
For businesses that need a designer in their corner after the brand is built. A flat monthly rate covers the ongoing design work that keeps everything consistent as the business grows, from social content and campaigns to print, documents and website updates.
campaigns
social
ongoing design
Subscription
For businesses that need a designer in their corner after the brand is built. A flat monthly rate covers the ongoing design work that keeps everything consistent as the business grows, from social content and campaigns to print, documents and website updates.
campaigns
social
ongoing design
Web Design
Your website is where the brand has to come together. I design websites that carry the same idea through the words, layout, typography and visual language, so the experience feels like one brand rather than a collection of separate pieces.
Front-End
STRUCTURE
Design
Web Design
Your website is where the brand has to come together. I design websites that carry the same idea through the words, layout, typography and visual language, so the experience feels like one brand rather than a collection of separate pieces.
Front-End
STRUCTURE
Design
Process
A collaborative approach
Discovery
We start with a conversation about your business, your customers, your competitors and what makes you different from all of them. I ask the questions most designers never think to ask because you cannot build something true about a brand you do not understand yet.
Strategy
AUDIENCE RESEARCH
POSITIONING
01
/05
Step
Discovery
We start with a conversation about your business, your customers, your competitors and what makes you different from all of them. I ask the questions most designers never think to ask because you cannot build something true about a brand you do not understand yet.
Strategy
AUDIENCE RESEARCH
POSITIONING
01
/05
Step
BRAND SUBSCRIPTION
Keep the brand moving after launch.
A brand does not stop needing design when the guidelines are finished.
Campaigns, social content, email, print, website updates, new materials and all the smaller things that are difficult to plan for. One monthly rate, one designer who already knows your brand and no starting from scratch every time.
THE ESSENTIALS
$1,200
/ month
For businesses that need regular design support without hiring a full-time designer.
1 email campaign or newsletter per month
4 social media assets per month
2 additional design requests per month
Ongoing design advice and brand guidance
Direct access to me
THE ESSENTIALS
$1,200
/ month
For businesses that need regular design support without hiring a full-time designer.
1 email campaign or newsletter per month
4 social media assets per month
2 additional design requests per month
Ongoing design advice and brand guidance
Direct access to me
THE ESSENTIALS
$1,200
/ month
For businesses that need regular design support without hiring a full-time designer.
1 email campaign or newsletter per month
4 social media assets per month
2 additional design requests per month
Ongoing design advice and brand guidance
Direct access to me
Popular
THE FULL SUPPORT
$2400
/ month
For businesses that need a designer involved more regularly and want someone who understands the brand well enough to think beyond the brief.
1 email campaign or newsletter per month
8 social media assets per month
4 additional design requests per month
Website updates and new pages
Direct access to me
Popular
THE FULL SUPPORT
$2400
/ month
For businesses that need a designer involved more regularly and want someone who understands the brand well enough to think beyond the brief.
1 email campaign or newsletter per month
8 social media assets per month
4 additional design requests per month
Website updates and new pages
Direct access to me
Popular
THE FULL SUPPORT
$2400
/ month
For businesses that need a designer involved more regularly and want someone who understands the brand well enough to think beyond the brief.
1 email campaign or newsletter per month
8 social media assets per month
4 additional design requests per month
Website updates and new pages
Direct access to me
Not sure which makes sense for you? Tell me what you need help with and where your business is at.
We can work out the right level of support together.
Testimonials
What clients say
- Annabel didn't just design a logo, she took the time to understand my business. The process felt very personal and collaborative, and the final result is both beautiful and deeply aligned with my brand. Easy to work with, thoughtful, and highly recommended.
Sabine
—
Forge Academy
- Annabel has been a huge help with Etherion. She understands both the design side and the business side, which makes a big difference. I can throw an idea at her and she’ll usually come back with something better than what I had in my head. She’s also not afraid to tell me when she thinks something needs changing, which I appreciate.
Justin
—
Etherion Designs
- I’ve worked with Annabel on a lot of different things and she’s always put a ridiculous amount of thought into the work. She doesn’t just settle on the first decent idea. She’ll keep going until she finds something that really works. She’s also very easy to work with and actually listens to feedback, which makes the whole process pretty painless.
Brian
—
Brian Consulting
- Annabel did a really good job of understanding what we were trying to do with Back to the Source. She asked a lot of questions and picked up on things about the business that we hadn’t really thought about from a branding perspective. The final direction feels very connected to what we’re actually doing, rather than just looking like another organic food brand. We’re really happy with it.
Stephan
—
Back to the Source
- Annabel was so easy to work with and really took the time to get things right. I’m so happy with how it turned out.
Olivia
—
- Annabel puts so much thought into her work. She doesn’t just make things look good, she makes sure there’s a reason behind them.
Noah
—
- Annabel didn't just design a logo, she took the time to understand my business. The process felt very personal and collaborative, and the final result is both beautiful and deeply aligned with my brand. Easy to work with, thoughtful, and highly recommended.
Sabine
—
Forge Academy
- Annabel has been a huge help with Etherion. She understands both the design side and the business side, which makes a big difference. I can throw an idea at her and she’ll usually come back with something better than what I had in my head. She’s also not afraid to tell me when she thinks something needs changing, which I appreciate.
Justin
—
Etherion Designs
- I’ve worked with Annabel on a lot of different things and she’s always put a ridiculous amount of thought into the work. She doesn’t just settle on the first decent idea. She’ll keep going until she finds something that really works. She’s also very easy to work with and actually listens to feedback, which makes the whole process pretty painless.
Brian
—
Brian Consulting
- Annabel did a really good job of understanding what we were trying to do with Back to the Source. She asked a lot of questions and picked up on things about the business that we hadn’t really thought about from a branding perspective. The final direction feels very connected to what we’re actually doing, rather than just looking like another organic food brand. We’re really happy with it.
Stephan
—
Back to the Source
- Annabel was so easy to work with and really took the time to get things right. I’m so happy with how it turned out.
Olivia
—
- Annabel puts so much thought into her work. She doesn’t just make things look good, she makes sure there’s a reason behind them.
Noah
—
- Annabel didn't just design a logo, she took the time to understand my business. The process felt very personal and collaborative, and the final result is both beautiful and deeply aligned with my brand. Easy to work with, thoughtful, and highly recommended.
Sabine
—
Forge Academy
- Annabel has been a huge help with Etherion. She understands both the design side and the business side, which makes a big difference. I can throw an idea at her and she’ll usually come back with something better than what I had in my head. She’s also not afraid to tell me when she thinks something needs changing, which I appreciate.
Justin
—
Etherion Designs
- I’ve worked with Annabel on a lot of different things and she’s always put a ridiculous amount of thought into the work. She doesn’t just settle on the first decent idea. She’ll keep going until she finds something that really works. She’s also very easy to work with and actually listens to feedback, which makes the whole process pretty painless.
Brian
—
Brian Consulting
- Annabel did a really good job of understanding what we were trying to do with Back to the Source. She asked a lot of questions and picked up on things about the business that we hadn’t really thought about from a branding perspective. The final direction feels very connected to what we’re actually doing, rather than just looking like another organic food brand. We’re really happy with it.
Stephan
—
Back to the Source
- Annabel was so easy to work with and really took the time to get things right. I’m so happy with how it turned out.
Olivia
—
- Annabel puts so much thought into her work. She doesn’t just make things look good, she makes sure there’s a reason behind them.
Noah
—
- Annabel didn't just design a logo, she took the time to understand my business. The process felt very personal and collaborative, and the final result is both beautiful and deeply aligned with my brand. Easy to work with, thoughtful, and highly recommended.
Sabine
—
Forge Academy
- Annabel has been a huge help with Etherion. She understands both the design side and the business side, which makes a big difference. I can throw an idea at her and she’ll usually come back with something better than what I had in my head. She’s also not afraid to tell me when she thinks something needs changing, which I appreciate.
Justin
—
Etherion Designs
- I’ve worked with Annabel on a lot of different things and she’s always put a ridiculous amount of thought into the work. She doesn’t just settle on the first decent idea. She’ll keep going until she finds something that really works. She’s also very easy to work with and actually listens to feedback, which makes the whole process pretty painless.
Brian
—
Brian Consulting
- Annabel did a really good job of understanding what we were trying to do with Back to the Source. She asked a lot of questions and picked up on things about the business that we hadn’t really thought about from a branding perspective. The final direction feels very connected to what we’re actually doing, rather than just looking like another organic food brand. We’re really happy with it.
Stephan
—
Back to the Source
- Annabel was so easy to work with and really took the time to get things right. I’m so happy with how it turned out.
Olivia
—
- Annabel puts so much thought into her work. She doesn’t just make things look good, she makes sure there’s a reason behind them.
Noah
—
- Annabel didn't just design a logo, she took the time to understand my business. The process felt very personal and collaborative, and the final result is both beautiful and deeply aligned with my brand. Easy to work with, thoughtful, and highly recommended.
Sabine
—
Forge Academy
- Annabel has been a huge help with Etherion. She understands both the design side and the business side, which makes a big difference. I can throw an idea at her and she’ll usually come back with something better than what I had in my head. She’s also not afraid to tell me when she thinks something needs changing, which I appreciate.
Justin
—
Etherion Designs
- I’ve worked with Annabel on a lot of different things and she’s always put a ridiculous amount of thought into the work. She doesn’t just settle on the first decent idea. She’ll keep going until she finds something that really works. She’s also very easy to work with and actually listens to feedback, which makes the whole process pretty painless.
Brian
—
Brian Consulting
- Annabel did a really good job of understanding what we were trying to do with Back to the Source. She asked a lot of questions and picked up on things about the business that we hadn’t really thought about from a branding perspective. The final direction feels very connected to what we’re actually doing, rather than just looking like another organic food brand. We’re really happy with it.
Stephan
—
Back to the Source
- Annabel was so easy to work with and really took the time to get things right. I’m so happy with how it turned out.
Olivia
—
- Annabel puts so much thought into her work. She doesn’t just make things look good, she makes sure there’s a reason behind them.
Noah
—
- Annabel didn't just design a logo, she took the time to understand my business. The process felt very personal and collaborative, and the final result is both beautiful and deeply aligned with my brand. Easy to work with, thoughtful, and highly recommended.
Sabine
—
Forge Academy
- Annabel has been a huge help with Etherion. She understands both the design side and the business side, which makes a big difference. I can throw an idea at her and she’ll usually come back with something better than what I had in my head. She’s also not afraid to tell me when she thinks something needs changing, which I appreciate.
Justin
—
Etherion Designs
- I’ve worked with Annabel on a lot of different things and she’s always put a ridiculous amount of thought into the work. She doesn’t just settle on the first decent idea. She’ll keep going until she finds something that really works. She’s also very easy to work with and actually listens to feedback, which makes the whole process pretty painless.
Brian
—
Brian Consulting
- Annabel did a really good job of understanding what we were trying to do with Back to the Source. She asked a lot of questions and picked up on things about the business that we hadn’t really thought about from a branding perspective. The final direction feels very connected to what we’re actually doing, rather than just looking like another organic food brand. We’re really happy with it.
Stephan
—
Back to the Source
- Annabel was so easy to work with and really took the time to get things right. I’m so happy with how it turned out.
Olivia
—
- Annabel puts so much thought into her work. She doesn’t just make things look good, she makes sure there’s a reason behind them.
Noah
—
- Annabel didn't just design a logo, she took the time to understand my business. The process felt very personal and collaborative, and the final result is both beautiful and deeply aligned with my brand. Easy to work with, thoughtful, and highly recommended.
Sabine
—
Forge Academy
- Annabel has been a huge help with Etherion. She understands both the design side and the business side, which makes a big difference. I can throw an idea at her and she’ll usually come back with something better than what I had in my head. She’s also not afraid to tell me when she thinks something needs changing, which I appreciate.
Justin
—
Etherion Designs
- I’ve worked with Annabel on a lot of different things and she’s always put a ridiculous amount of thought into the work. She doesn’t just settle on the first decent idea. She’ll keep going until she finds something that really works. She’s also very easy to work with and actually listens to feedback, which makes the whole process pretty painless.
Brian
—
Brian Consulting
- Annabel did a really good job of understanding what we were trying to do with Back to the Source. She asked a lot of questions and picked up on things about the business that we hadn’t really thought about from a branding perspective. The final direction feels very connected to what we’re actually doing, rather than just looking like another organic food brand. We’re really happy with it.
Stephan
—
Back to the Source
- Annabel was so easy to work with and really took the time to get things right. I’m so happy with how it turned out.
Olivia
—
- Annabel puts so much thought into her work. She doesn’t just make things look good, she makes sure there’s a reason behind them.
Noah
—
- Annabel didn't just design a logo, she took the time to understand my business. The process felt very personal and collaborative, and the final result is both beautiful and deeply aligned with my brand. Easy to work with, thoughtful, and highly recommended.
Sabine
—
Forge Academy
- Annabel has been a huge help with Etherion. She understands both the design side and the business side, which makes a big difference. I can throw an idea at her and she’ll usually come back with something better than what I had in my head. She’s also not afraid to tell me when she thinks something needs changing, which I appreciate.
Justin
—
Etherion Designs
- I’ve worked with Annabel on a lot of different things and she’s always put a ridiculous amount of thought into the work. She doesn’t just settle on the first decent idea. She’ll keep going until she finds something that really works. She’s also very easy to work with and actually listens to feedback, which makes the whole process pretty painless.
Brian
—
Brian Consulting
- Annabel did a really good job of understanding what we were trying to do with Back to the Source. She asked a lot of questions and picked up on things about the business that we hadn’t really thought about from a branding perspective. The final direction feels very connected to what we’re actually doing, rather than just looking like another organic food brand. We’re really happy with it.
Stephan
—
Back to the Source
- Annabel was so easy to work with and really took the time to get things right. I’m so happy with how it turned out.
Olivia
—
- Annabel puts so much thought into her work. She doesn’t just make things look good, she makes sure there’s a reason behind them.
Noah
—
Annabel was so easy to work with and really took the time to get things right. I’m so happy with how it turned out.
Sabine
Forge Academy
Annabel has been a huge help with Etherion. She gets the business as well as the design, and always brings good ideas to the table.
Justin
Etherion Designs
Annabel puts so much thought into her work. She doesn’t just make things look good, she makes sure there’s a reason behind them.
Sophia
Consulting
Annabel really got what we were trying to do. The final brand feels like us and is so different from what we expected.
Stephan
Back to the Source
From concept to execution, they understood our goals and crafted a digital experience that feels uniquely ours.
Olivia
Manager
They made everything simple and efficient, turning our brand vision into a polished product that elevates our online presence.
Noah
CEO
Annabel was so easy to work with and really took the time to get things right. I’m so happy with how it turned out.
Sabine
Forge Academy
Annabel has been a huge help with Etherion. She gets the business as well as the design, and always brings good ideas to the table.
Justin
Etherion Designs
Annabel puts so much thought into her work. She doesn’t just make things look good, she makes sure there’s a reason behind them.
Sophia
Consulting
Annabel really got what we were trying to do. The final brand feels like us and is so different from what we expected.
Stephan
Back to the Source
From concept to execution, they understood our goals and crafted a digital experience that feels uniquely ours.
Olivia
Manager
They made everything simple and efficient, turning our brand vision into a polished product that elevates our online presence.
Noah
CEO
Annabel was so easy to work with and really took the time to get things right. I’m so happy with how it turned out.
Sabine
Forge Academy
Annabel has been a huge help with Etherion. She gets the business as well as the design, and always brings good ideas to the table.
Justin
Etherion Designs
Annabel puts so much thought into her work. She doesn’t just make things look good, she makes sure there’s a reason behind them.
Sophia
Consulting
Annabel really got what we were trying to do. The final brand feels like us and is so different from what we expected.
Stephan
Back to the Source
From concept to execution, they understood our goals and crafted a digital experience that feels uniquely ours.
Olivia
Manager
They made everything simple and efficient, turning our brand vision into a polished product that elevates our online presence.
Noah
CEO
Annabel was so easy to work with and really took the time to get things right. I’m so happy with how it turned out.
Sabine
Forge Academy
Annabel has been a huge help with Etherion. She gets the business as well as the design, and always brings good ideas to the table.
Justin
Etherion Designs
Annabel puts so much thought into her work. She doesn’t just make things look good, she makes sure there’s a reason behind them.
Sophia
Consulting
Annabel really got what we were trying to do. The final brand feels like us and is so different from what we expected.
Stephan
Back to the Source
From concept to execution, they understood our goals and crafted a digital experience that feels uniquely ours.
Olivia
Manager
They made everything simple and efficient, turning our brand vision into a polished product that elevates our online presence.
Noah
CEO
Got questions
I’ve got answers
Let’s clear things up
1. How long does a typical project take?
2. What happens before you start designing?
3. How involved do I need to be?
4. What happens after the brand is finished?
5. Can you work with an existing brand?
6. How much does branding cost?
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Let's create
something together
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Let's create
something together
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