01 — Introduction
London · Est. 2004
Brand.
Customer Experience. Business Systems.
Joe Vasu Devan
For more than twenty years, I’ve designed brands, publications and digital experiences that help organisations communicate with clarity and confidence. Today, I apply that same thinking to customer experience, business operations and modern digital systems that improve how businesses work.
Business Experience
Brand • Customer • Operations
Digital Experience
Websites • UX •
Products
Creative Excellence
Design • Motion • Editorial
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 insight to impact
Every engagement begins with understanding the business before moving through strategy, design, delivery and continuous improvement. The tools may change, but the thinking remains the same.
Understand
No. 1
Listen before proposing. Research, observation and stakeholder conversations reveal the real problem beneath the brief.
Define
No. 2
Turn insight into a clear direction. Define objectives, customer journeys, business priorities and creative principles before making anything.
Design
No. 3
Create brands, interfaces and experiences that solve problems with clarity, simplicity and craftsmanship.
Deliver
No. 4
Launch with confidence. Whether it’s a brand system, website, presentation or AI-enabled workflow, the solution is built for real use.
Improve
No. 5
Measure, refine and evolve. The best experiences continue to improve long after launch.
04 — Core Expertise
Seven disciplines, one point of view
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