01 — Introduction
London · Est. 2004
Brand. Customer Experience. Digital Systems.
Joe Vasu Devan
For more than twenty years, I've designed brands, publications and digital experiences that help organisations communicate with greater clarity. Today, that experience extends across websites, customer experience, AI-assisted workflows and the systems that connect them.
20+
Years of
craft
7
Disciplines
mastered
120+
Brands
shaped
02 — What I Bring
What I bring to every project
01
Business Insight
Understanding the business, the people and the problem before shaping solutions that create lasting value.
02
Creative Craft
Thoughtful design built on typography, composition, systems and meticulous attention to detail.
03
Exceptional Delivery
Combining craftsmanship, production expertise and modern technology to deliver polished, reliable outcomes.
03 — The Process
From brief to built experience
Five movements, one continuous act of design. Each stage sharpens the last — from raw understanding to a living, measurable experience.
Understand
No. 1
Listening before sketching. Research, stakeholder conversations and audits reveal the real problem beneath the brief.
listen
Shape
No. 2
Turning insight into direction. Positioning, narrative and creative territories take form as moodboards, systems and early principles.
define
Design
No. 3
The craft phase. Identity, typography, layout and motion come together into a coherent visual language — tested, refined, perfected.
craft
Build
No. 4
Design becomes real. Framer builds, motion systems and AI-assisted production pipelines carry the concept into the world without losing fidelity.
ship
Improve
No. 5
Launch is a beginning. Measurement, iteration and honest critique keep the experience evolving long after day one.
evolve
04 — Core Expertise
Seven disciplines, one director
Brand Identity
01
Editorial Design
02
Digital Experience
03
Motion Design
04
Presentation Design
05
Framer Development
06
AI Creative Workflows
07
Identity with intent
Logos, systems and voice built to endure. I design identities that flex across every surface — from a business card to a broadcast — without losing their character.
Strategy · Systems · Guidelines
Selected Work / The Exhibition
Not a gallery to scan — a room to move through, one work at a time.
Each piece is shown the way it was made: the problem first, the thinking beside it, the outcome last. Take your time.
01
(01) Brand Identity
2025
Meridian Identity
A challenger bank walked into a market of look-alikes with no language of its own. The identity was built around a single geometric constant — then set free to flex across app, print and motion.
Wordmark · Colour language · Motion principles
(02) Editorial Design
2024 · 180 pages
A study in pacing
One hundred and eighty pages of long-form writing that had to feel considered, never crowded. A modular grid and a two-typeface pairing, tuned entirely around reading rhythm — restraint doing the heavy lifting.
Field Notes Quarterly
A quarterly readers keep on the shelf.
(03) Digital Experience
2024 · Built in Framer
Aurora Experience
“An ambitious product story that risked becoming just another scrolling landing page.”
So the scroll was choreographed instead — layered motion, timed reveals, a sense of pace built into the page itself. Underneath it all, a CMS the client could actually own: a launch site that felt like a product demo, and updated itself without a developer.
Scroll storytelling · Layered motion · Client-owned CMS
(04) Presentation Design
2023 · 90 slides
06 — Career Journey
Two decades, one throughline
2018 — Present
Independent Brand & Experience Designer
Studio Practice
Partnering directly with founders and creative directors on identity, digital experience and AI-enabled production.
2011 — 2018
Senior Brand Designer
Design Consultancy, London
Led identity and editorial programmes for cultural institutions and technology clients across Europe.
2007 — 2011
Graphic Designer
Branding Agency
Print, packaging and campaign craft — the foundations of a typographic obsession.
2004 — 2007
Junior Designer
Print Studio
Learned the trade at the lightbox — pre-press, paper and the discipline of getting it right the first time.
07 — Creative Workflow
One connected ecosystem
Not a list of software — a way of working. Every discipline feeds the next, with craft at the centre.
Digital
Motion
Brand
craft
The centre of everything
Presentations
AI
Automation
Framer