Freya

Track

Exploring the hidden history and overlooked visual language of Edinburgh’s Innocent Railway route, I created Track.

This contemporary running brand reconnects runners with the city’s industrial heritage through a modern lifestyle and performance focused identity system.

Using historical railway typography, directional signage, mapped routes, and urban photography, I translated the rhythm and structure of rail travel into a cohesive visual identity.

The project includes branding, clothing applications, editorial design, social media content, and a full brand guideline system.

Hello! I'm Freya

I’m a graphic designer focused on strategic branding and concept driven design.

I back my ideas and commit to concepts that feel clear, purposeful, and memorable. I’m particularly interested in branding not just how it looks, but how it works. I enjoy exploring the psychology behind why people trust, connect with, and remember certain brands, and how design can shape those relationships.

My work is rooted in research, storytelling, and strong visual systems, with a focus on creating identities that feel distinctive and culturally relevant. For me, strong design always starts with a clear idea.