Creating Beyond Boundaries

Client: Montreux
Studio: Montreux
Role: Brand Designer

Designing the Studio I Wanted to See in the World

Montreux wasn’t just a name for a studio. It was a way of reclaiming control over the creative process. I created Montreux to build the kind of practice I had been looking for but couldn’t quite find. One that treats design not as decoration, but as strategic decision-making. One that balances imagination with insight, and places people at the centre of everything.

The name is taken from a town in Switzerland, a country that left a lasting impression on both my wife and me during our independent travels. It felt like a natural anchor. A quiet nod to the values of clarity, neutrality, and purpose that underpin my work, and to my long-standing admiration for Swiss mid-century graphic design.

But naming was just the start. I needed to define what Montreux stood for, how it would behave, and what it would mean to others. So I turned my brand workshop methodology back on myself.

The Challenge

Creating a brand for a studio that builds brands is always going to be personal. I wasn’t just crafting an identity. I was setting the tone for every future relationship. The challenge was to create something with both depth and direction. A brand that would feel confident but open, precise but human, modern but rooted.

What was at stake was alignment. If Montreux was going to help clients create meaningful work, it had to start by being meaningful itself.

The Strategy: Inside-Out Clarity

I ran a full brand workshop to establish Montreux’s strategic foundation. I approached it not as a branding exercise, but as a reflection of intent. These ideas didn’t come from nowhere. They emerged through reflection, provocation, and a willingness to be honest with myself.

Purpose
To inspire connection, creativity, and meaningful impact through strategic and visual communication that solves complex challenges and elevates brands beyond appearances.

Vision
To grow into a leading independent creative agency, recognised for bold thinking, meaningful design, and an ability to inspire trust and long-term loyalty.

Mission
To place brand at the centre of every decision and touchpoint, crafting solutions that combine insight, creativity, and broad-impact thinking to deliver lasting value.

Core Values

• Creativity: Seeing possibilities where others see limits

• Integrity: Grounding ideas in honesty and clarity

• Connection: Bridging gaps to create meaningful bonds between ideas, people, and purpose

• Innovation: Embracing new ideas and approaches to drive meaningful progress

• Empathy: Designing with people, not just for them

• Impact: Creating work that strengthens engagement, fosters trust, and leaves a positive mark

I also articulated a brand philosophy I call Life-Centred Design. For me, design doesn’t stop at a logo, a website, or a campaign. Every creative decision shapes how people feel, how organisations behave, and how systems evolve.

Life-Centred Design means:

• Creating resilient solutions that adapt to social and technological change

• Making responsible choices that align with ethical and environmental best practice

• Designing for long-term value, not just short-term gains

• Thinking inclusively, with respect for communities, cultures, and environments

It became clear to me that Montreux should help build brands people believe in and trust.

The Positioning

From that foundation, I crafted Montreux’s positioning to communicate its unique approach.

Positioning Statement
Montreux builds brands that connect deeply and act with purpose, creating change that matters. I look beyond individual needs to consider the social, cultural, and environmental impact of every decision, turning strategic insight into creativity that delivers lasting results.

Brand Promise
Creative solutions with substance. Design and strategy that make a measurable difference.

Brand Personality
Bold, intelligent, supportive, and imaginative. Always thoughtful and approachable. Evidence-led, but never cold.

The Visual Identity

Visually, I took cues from Swiss modernism but avoided pastiche. “Swissness” is a protected designation, so I was careful to reference its principles without leaning on the clichés.

• The logo draws from the Swiss flag, but in a subtle way. I transformed the “x” in Montreux into a cross. An abstract, geometric mark that nods to structure, balance, and clarity.

• The colour palette moves away from the expected red and white. Instead, I chose a rich black with blue undertones. It feels refined and timeless, with just enough character to stand apart.

• The icon system was one of the more experimental aspects of the identity. Using a simple 3×3 grid, I developed a collection of 511 icons by exploring every possible combination from one square to nine. Each icon is abstract and emotionally open. The idea is that the designer selects the icon that feels right. Not just functionally, but intuitively. It creates space for interpretation, emotion, and context.

This approach mirrors the brand’s philosophy. Simple systems that invite complex thinking.

Real-World Application

I brought the identity to life across a range of branded items: lanyards, business cards, hoodies, tumblers, tote bags, printed folders, digital templates. Each touchpoint was designed to feel tactile, thoughtful, and aligned with the values behind the brand.

The system held up beautifully in both print and digital, in small details and large-scale formats. It allowed the brand to express structure without rigidity, and personality without noise.

This project pushed me to look inward with the same rigour I apply when working with clients. It reinforced my belief that good branding is not about shouting louder, but about getting clearer. The process helped me align my thinking, sharpen my voice, and articulate a studio philosophy I feel proud to stand behind.

What I built with Montreux is more than a visual identity. It is a strategic framework and a creative compass. A brand that helps others find their clarity by starting with mine.