My Scope
Brand Identity
Brand Strategy
Print Collateral
Digital Templates
Art Direction
Karson Living is an exclusive residential luxury property brand operating at the intersection of modern architecture and high-end living.
Brought in as the sole lead designer following a client recommendation, the challenge was to establish a foundational brand identity and visual strategy from scratch, balancing the soothing, warm visual language of the wellness sector with the structured authority of high-end property development without diluting either.
Vicky articulated and visualised our ideas better than I could have ever imagined. She made the whole process collaborative and enjoyable.
Holly Karalosis - Founder Karson Living
Strategy
We anchored the strategic positioning around the internal concept of “Contemporary Craft”
A design ethos defined by architectural clarity meeting modern warmth. Rather than leaning into cold corporate luxury or overly soft healthcare visuals, the brand identity was engineered specifically for high-earning business executives and discerning design-literate buyers who prioritise both structural elegance and human-centered design.
Design System
The brand system relies on a subtle, grounded colour palette featuring Moss, Petal, Earth, Berry, Sand, and Ivory.
The typographic strategy pairs MADE Canvas for the primary logotype, bringing a sharp, fashion-forward luxury modernism, supported by Jost Semi Bold for clean, readable editorial copy.
A key visual anchor of the identity is the custom 'K' monogram. Featuring a bespoke circular foot anchor, it bridges rigid architectural layout with fluid elegance, delivering a signature mark that feels both crafted and distinctly premium.
Execution
Designed for long-term scalability and creative evolution, we delivered a comprehensive suite of digital and physical touchpoints:
Core brand guidelines defining logo colourways, stacked variations, gradient treatments, and clear-space rules.
Premium print collateral including heavy-weight business cards and editorial brochure layouts.
Digital communications suite spanning email signatures, split-letter asset systems, and social media presentation design.
Impact
The brand identity established Karson Living with immediate authority in the luxury market.
Following the success of the initial brand launch, the partnership has extended to encompass Karson Living’s upcoming digital site design, cementing an ongoing creative partnership built on strategic trust and execution. Up next for me and the Karson Living team is the website build.
