A brand identity for copywriter Samuel Whitlock, built around a simple idea: make every interaction feel like magic. The aim was to create a distinctive visual identity that reflects the originality of Samuel's writing and positions him as a creative partner for ambitious brands.

Challenge

The world of freelance copywriting is often filled with predictable personal brands. Samuel wanted something with more character. The identity needed to feel intelligent, playful and unexpected, while remaining flexible enough to work across digital, social and print.

Approach

The strategy centred on the idea that great copy should surprise, delight and shift perspective. That thinking shaped every element of the identity. Editorial typography, bold colour and handcrafted collage create moments of discovery throughout the brand, while a custom brandmark uses negative space to reveal a hidden star, a subtle nod to the moments of clarity and transformation that great writing can create. Tactile textures and layered compositions celebrate the craft behind the words, making the brand feel both expressive and considered.

Outcome

The strategy centred on the idea that great copy should surprise, delight and shift perspective. That thinking shaped every element of the identity. Editorial typography, bold colour and handcrafted collage create moments of discovery throughout the brand, while a custom brandmark uses negative space to reveal a hidden star, a subtle nod to the moments of clarity and transformation that great writing can create. Tactile textures and layered compositions celebrate the craft behind the words, making the brand feel both expressive and considered.