The brief asked for a brand that felt visionary and impact-oriented, while staying warm, approachable and human. The starting point was a client questionnaire, a small set of broad references and an initial direction towards traditional illustrations of American main street shopfronts. I pursued a more conceptual route, which the client chose to take forward.

I led the early exploration, mapping out symbols tied to guidance and clarity (light, compass, doorway, keyhole, prism and others) and keeping them in mind as I developed a range of brand marks. I ultimately landed on the kaleidoscope, for its ideas of transformation and seeing things clearly from different angles. The mark is built the way a kaleidoscope works, with mirrored segments radiating from a central circle. As the system developed, its details took on further meaning that tied back to the client's own priorities: the floral form suggesting growth, the stained glass-like grid suggesting craft and tradition, and the whole becoming the foundation of a geometric language built around transformation, support, heritage and growth. I also selected the typography and logotype.

Working with omalleymade's Design Director, I then helped extend the concept into a wider system, co-designing the patterns, graphic devices and icons, contributing to the brand guidelines and designing a flexible presentation template system the team could adapt for pitches, partners and internal use.

The client connected with the mark straight away and approved it without revisions. Created to launch alongside Manifest's seed funding announcement, the brand is now live and sits above the company's industry sub-brands. The project also led to ongoing work across the group, including design support for Humanist and the full LumariPRO identity.