Brand identity.
Built from the inside out.
Systems built end to end.
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Logo Design
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Brand Guidelines
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Vehicle Graphics
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Apparel
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Slide Decks
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Social Media
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Icons design
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Billboard Design
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Stationery
Case Study
Clifton AI / Brand Identity System Fintech / 2025–2026
The financial data space is drowning in sameness. Every competitor projects authority the same way. Clifton AI is building something genuinely different. They needed a brand that felt that way too.
Working with Creative Director Shane Ginsberg,We developed the complete visual identity system. The selected direction - Signal Into Clarity - was built around a single idea: the journey from market noise to conviction you can act on.
Case Study
Cast & Hue / Brand Refresh & Identity System Human-Centered Design /2024-present
Cast & Hue had a strong point of view and a logo. What they needed was a visual system to carry that identity across every surface consistently. I developed a complete visual identity system from the ground up. Color matrix with primary and complementary palettes.
Image treatment guidelines including black and white conversions, color overlays, and blend mode direction. Social media templates. Slide deck system. Iconography and auxiliary brand elements. Everything documented in a master brand guide built to be used by the team without me in the room.
Case Study
SSM/ Brand Identity, Copy & Web Design / Sports Therapy / 2024
Jezy was a talented solo therapist ready to grow. The problem was her brand could only speak for one person. To attract other licensed therapists and position the practice as a serious operation worth joining, she needed an identity that was bigger than herself.
I built it from the ground up. Brand identity, logo, visual system, website design, and copy. The positioning was deliberate: serious bodywork for athletes and active people, delivered by a vetted professional team. Not a spa. Not a solo practice. A method.
Case Study
Mozee / Brand Identity & Web Design / Transportation / 2025
Mozee was building a new category of transit. Modular, AI-driven, multi-passenger vehicles designed to solve urban congestion. The technology was serious. The brand was not keeping up. With no internal creative function and design treated as secondary to engineering, the visual identity and web presence couldn't carry the weight of what they were actually building.
I rebuilt the brand and redesigned the website around a single clear idea: cities built around people, not vehicles. Working within a startup environment where design had no seat at the table meant navigating carefully, building trust, and earning approvals one step at a time.
A brand and web presence that finally matched the ambition of the product. Mozee now shows up like a company that knows exactly what it is.
Testimonials
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Working with Boris on our brand refresh was a game-changer. He brought a fresh perspective, strategic eye and tons of creativity to the table, pushing us to think way beyond what our brand was to what it could be. His work inspired us to step up our game in how we design, communicate, and represent our brand. Boris was awesome to collaborate with, feeling like part of the team. Every call we would get on, you could tell that he had been thinking about our project relentlessly since our last meeting. He was always open to feedback, and never backed away from pushing the envelope, resulting in something much more creative than we imagined. Then after we wrapped up, he kept going, following up with us afterward to ensure that all the collateral was still functional and impactful and making small tweaks where necessary till it was perfect.
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I've worked with Boris at a number of different companies and personal projects over the past dozen years in many different capacities. What I love about Boris is that he brings his personal passions into all the work that he does and has an amazing ability to bring really innovative ideas to the table as well as execute on those ideas.
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Boris is a great designer with a super positive entrepreneurial drive. He’s always the most positive person you can work with - always ready to try a better way to accomplish a design task / or find success with any project. He has such an open mind and has a deep passion for the better world many of us are working to create. Boris is the BEST !
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I’ve had the pleasure of working with Boris on two meaningful projects. What consistently stands out is his commitment to craftsmanship and to getting the work right. Boris genuinely cares about the end result. Not just whether something ships, but whether it holds up, whether it’s thoughtful, and whether it does justice to the idea behind it. He has a high bar for quality and is willing to put in the time and attention required to meet it, which is increasingly rare. He’s excellent to work with. He’s collaborative, open to feedback, and focused on solutions rather than ego. I’d happily work with Boris again and would recommend him to any team that values craft, commitment, and doing things right.
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I’ve worked with Boris on a project over the past year and truly enjoyed every part of the collaboration. He’s positive, respectful, and genuinely encouraging to work with. Beyond that, Boris has a strong instinct for defining brand identity and translating it into clear, compelling visuals. He’s incredibly diverse and flexible in his approach, allowing him to adapt seamlessly to a wide range of brand identities and creative ideas. His graphic design work shows a real sensitivity to storytelling—from subtle details to bold, dynamic moments—that consistently elevates the brand experience.
Hi, great to meet you.
With 15 years of experience across hospitality, fintech, mobility, and experiential industries, I think strategically and work directly with leadership to bring visual systems to life across digital, print, and physical environments.
I build brands that mean something.
GOOD
DESIGN IS
GOOD
BUSINESS
Thomas J. Watson