TRACK logo in bold white lettering over a blurred black and white photograph of two runners moving through an outdoor trail landscape. The logo is centred across the image, with the ‘C’ formed from layered track inspired curved lines.
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.

Black and white storefront poster for TRACK, a new specialty running store. The poster shows two runners moving along a path, with the TRACK logo centred in bold white text and the wording ‘NEW SPECIALTY RUNNING STORE OPENING SOON’ underneath. Smaller text at the top reads ‘trackedinburgh.co.uk’ and ‘THE LINE THAT KEEPS MOVING.’ The poster is displayed across the front window of a dark green shop exterior.
Teal beer label design with yellow script text reading ‘Exchange’ above smaller text ‘Archer Hops • Pilsner • Malt’ and bold white text reading ‘British Pale Lager’. Subtle sunburst lines radiate from the bottom centre.
Exchange

Exchange is a branding project developed in response to a brief to create a beer brand for a new generation of drinkers. 

The project explores how design can encourage real world social connection by helping people start conversations and meet new people. 

The brand combines bold visual identity with playful prompts that encourage interaction. The goal of the project was to create a beer that is not just a drink, but a social tool that helps people connect.

Framed poster for ‘Exchange’ British Pale Lager displayed on a teal pub wall between two dark, gridded windows. The poster shows three people sitting around a table with beer bottles, with text promoting conversation, new friends, shared tables and long nights.
Black and white banner for ‘Second Story’ with large white serif lettering over a photograph of a modern building and trees. A small red flower symbol sits between the words ‘Second’ and ‘Story’.
Second Story

Second Story is a branding project developed in response to a brief to create brand guidelines for a business located in the Bernat Klein Studio in Selkirk. The project explores the legacy of Bernat Klein and the relationship between fashion, textiles, and heritage. 

The final outcome was a set of brand guidelines that define the visual identity for Second Story, a conceptual vintage clothing store and archive celebrating garments made with Bernat Klein fabrics. The guidelines outline the brand’s typography, colour palette, imagery, and tone of voice, creating a cohesive identity that reflects both the history of the studio and the contemporary experience of the space.

Two clothing swing tags on a white background, tied with black cord. One black tag shows a large red flower graphic and care instructions, while the white tag shows the ‘Second Story’ logo with a small red flower symbol.
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.

Black and white portrait of a young woman sitting at a desk in a studio or workspace. She is smiling towards the camera and wearing a dark knitted jumper, jewellery, and a necklace. Books, papers, and creative materials are visible in the background near a large window.
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Graphic Design - BA (Hons)
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