Design
the doubt
away
I work out why the right customers hesitate when they come across a business, and I redesign the brand so they don’t.
(SCROLL DOWN & EXPLORE)
I work out why the right customers hesitate when they come across a business, and I redesign the brand so they don’t.
Design the
Design the
doubt away
doubt away
I work out why the right customers hesitate when they come across a business, and I redesign the brand so they don’t.
Selected Works
Selected Works
Some Problems I've solved
Where ideas take shape
ROEN Philosophy
What a brand
does
The thinking behind good branding
Your brand speaks first.
Every business comes down to two numbers: what it costs to win a customer, and what that customer is worth. A good brand improves both.
Cheaper to win. Ads cost more when people don’t trust you. They click, look around, and leave, and you’ve paid for every one of them. A brand that earns trust at first glance means more of those clicks turn into customers.
Worth more. If people can’t see how you’re different, they compare on price and the cheapest wins. A brand gives them a reason to pick you that isn’t price.
Built to scale. You can’t scale a business that only competes on price. Every new customer costs the same to win and there’s no margin left to grow with. A brand gives you something else to compete on.
When someone perfect for you finds your business and doesn’t get in touch, what’s that costing you?
No account managers and no handoffs. I research your business, shape the strategy, write the words, design the identity and build the website myself. When a project needs more, I bring in specialists I trust.
I love working with companies who care deeply about what they’re building and the value they bring. If you’re passionate about your project and need help shaping how it looks, sounds, or sells, you’re in the right place.
Choosing a designer is hard, because most branding looks good and still doesn’t bring in customers.
What you usually get
Designed around what the owner likes
Looks like the competitors
A logo with nothing behind it
Customers compare you on price
A second rebrand in a few years
What happens at ROEN
Designed around what your buyer needs to see
Clear on how you’re different
A system people remember
A reason to pick you that isn’t price
A brand you can scale on
Choosing a designer is hard, because most branding looks good and still doesn’t bring in customers.
What you usually get
Designed around what the owner likes
Looks like the competitors
A logo with nothing behind it
Customers compare you on price
A second rebrand in a few years
What happens at ROEN
Designed around what your buyer needs to see
Clear on how you’re different
A system people remember
A reason to pick you that isn’t price
A brand you can scale on
Branding & Identity
For new businesses, and businesses that have outgrown how they look. Discovery, strategy, messaging, logo, colour, type and brand guidelines.
Identity
Direction
Strategy
Branding & Identity
For new businesses, and businesses that have outgrown how they look. Discovery, strategy, messaging, logo, colour, type and brand guidelines.
Identity
Direction
Strategy
Brand Clarity Sprint
For founders who need to explain what they do before they spend on design. In 2 weeks, I research your business, customers and competitors and give you a clear position, a core message and the proof story behind it.
Ongoing
Flexible
Social
Brand Clarity Sprint
For founders who need to explain what they do before they spend on design. In 2 weeks, I research your business, customers and competitors and give you a clear position, a core message and the proof story behind it.
Ongoing
Flexible
Social
Web Design
A site that tells a stranger what you do, who it’s for and how to hire you before they scroll. Written, designed and built by me.
Structure
Content
Design
Web Design
A site that tells a stranger what you do, who it’s for and how to hire you before they scroll. Written, designed and built by me.
Structure
Content
Design
Process
A collaborative approach
Understand
Before I design anything, I learn your business: your customers, your competitors, your goals and what’s not working.
Business
Audience
Goals
01
/05
Step
Understand
Before I design anything, I learn your business: your customers, your competitors, your goals and what’s not working.
Business
Audience
Goals
01
/05
Step
Start here
Get clear before you design
Before you pay for a new logo, make sure it has something to say. If customers or investors can’t repeat what you do after a minute on your homepage, a new logo won’t fix that.
A sprint gives you the words, the evidence behind them and a plan for what’s next. Use it in your pitch, put it on your homepage, or hand it to any designer.
THE CLARITY SPRINT
$3,500
2 weeks
For founders who need a clear story before they build anything.
Discovery session and business research
A clear position in one sentence
A core message for your site, pitch and team
Your proof story, all in one place
Direct access to me
THE CLARITY SPRINT
$3,500
2 weeks
For founders who need a clear story before they build anything.
Discovery session and business research
A clear position in one sentence
A core message for your site, pitch and team
Your proof story, all in one place
Direct access to me
Most involved
THE STRATEGY SPRINT
$8,500
4 weeks
For founders getting ready to launch, raise or rebrand.
Everything in the Clarity Sprint
Customer and competitor research
Stranger test on your current brand
Homepage and pitch messaging rewrite
A clear plan for your next brand step
Most involved
THE STRATEGY SPRINT
$8,500
4 weeks
For founders getting ready to launch, raise or rebrand.
Everything in the Clarity Sprint
Customer and competitor research
Stranger test on your current brand
Homepage and pitch messaging rewrite
A clear plan for your next brand step
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 starting point 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
—
Founder
- 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
—
Founder
- 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
—
Founder
- 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
—
Founder
- 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
—
Founder
- 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
—
Founder
- 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
—
Founder
- 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
—
Founder
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
Founder
They made everything simple and efficient, turning our brand vision into a polished product that elevates our online presence.
Noah
Founder
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
Founder
They made everything simple and efficient, turning our brand vision into a polished product that elevates our online presence.
Noah
Founder
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
Founder
They made everything simple and efficient, turning our brand vision into a polished product that elevates our online presence.
Noah
Founder
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
Founder
They made everything simple and efficient, turning our brand vision into a polished product that elevates our online presence.
Noah
Founder
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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