SOSFactory

Sometimes, you need to look back.
To understand who you are and where you want to go.

Looking back at my own path, one thing becomes obvious. The destination never changed.

From day one, I wanted to design fun brands. Cartoon logos. Mascots. Brands with personality.

What changed was everything behind them.

I never studied graphic design. Everything I know came from years of trial and error, hundred of client projects, and learning the hard way. That journey has been long, and sometimes frustrating, but it completely changed the way I think about branding.

In 2003, I was designing the best logos I knew how to make. Most were built in Photoshop, full of effects and details, without thinking about scalability, production or how they would actually be used. At the time, that was enough. The internet was still young, clients had little visual culture, and the industry itself was very different.

By 2010, my illustration skills had improved dramatically. The logos looked better, but I was still solving the wrong problem. They were visually appealing, yet difficult to reproduce, impossible to simplify, and rarely designed with real-world applications in mind.

Today, I don't design logos.

I design brand systems.

Every identity starts with a strong core and expands into a complete set of assets: simplified icons, logo variations, typography, colour, and clear rules for print and digital. Everything is built in vector, designed to scale up and down, and made to work in the real world.

The goal never changed, I still design fun brands.

I just build them with the discipline of a brand designer now.

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SOSFactory — Seriously Fun Branding