Graphic Designer from Dublin, currently 
residing in London, with a background 
in Graphic and Product Design. My approach 
and purpose in design is to challenge 
our preconceptions to craft projects 
that are not only playful and memorable 
but also functional in their essence.

Currently working at Pentagram.

Previously at So Studio,
Joanne Byrne and Red&Grey

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Brand Identity - Lenus


 Pentagram was approached to help create 
a total visual rebrand, including the tone 
of voice and UX/UI design, to help the brand 
in its mission to become the leading online 
fitness coaching platform. 
 
As well as looking different, the new Lenus
brand had to encompass a much wider range 
of topics such as nutrition, mental and physical 
health and the benefits of a healthy lifestyle, 
reflecting its holistic approach. Lenus’ offer 
extends way beyond purely its digital product, 
with human relationships and experiences sitting 
at the heart of its business model. 
 
Pentagram’s challenge was to create a brand 
that would stand out in a crowded and fast-
paced digital health and wellbeing space,
while being careful not to appear too masculineor 
narrow in its execution. Art direction needed 
to be professional, holistic and energetic, 
avoiding any imagery that was too cliched 
or corporate. 
 
The new Lenus symbol captures the energy 
and movement while also creating a subtle ‘L’ 
shaped form and sits harmoniously alongsidethe reimagined and re-drawn wordmark. 
 
It was important for the typography to work 
across all applications and have a quietly 
professional and authoritative tone. Paired with 
rich lifestyle-inspired photography which places 
people at its very heart, it communicates the 
stories and motivations behind the Lenus brand. 
 
      






 





















Brand Identity - Seekout



SeekOut approached Pentagram to create
a brand that would appeal to businesses
and the talent seekers within them. Although
powered by cutting-edge technology, the
new brand identity needed to feel deeply
human-centric and display empathy, warmth
and emotional intelligence. A key challenge
was to communicate complex and abstract
themes without falling into the established
vernacular of nodes or data. 
 
The SeekOut logo uses chevrons to contain
the word ‘out’ which is a subtle nod to coding
language. The brackets create a flexible space
in which the brand can extend beyond SeekOut
and into specific product brands and offers. 
 
Colour is used to differentiate the name
and help readability and plays a key role
in creating a warm, welcoming style, while
typograph is clean, modern and friendly
with @grillitype’s GT Alpina used for headings.  
 
Photography is warm, human-centric and
showcases the diversity and personalities
of the people at the heart of Seekout’s
products. A library of bespoke icons was
also developed, which are used at smaller
scales where illustration or photography
would become illegible. A set of colourful
illustrations was also commissioned, adding
a playful and human touch to SeekOut’s
brand language.






    




   





 







  










Campaign - Channel 5
Working alongside the Channel 5 creative 
team, Angus and team created a highly 
flexible modular system inspired by the 
Channel 5 logo. This creates a visual link, 
while still maintaining strict usage rules
independent of particular content. 
 
Careful consideration was given to taking 
the campaign into the digital environment 
through motion, maintaining the Channel’s 
strong visual style but providing additional 
flexibility to showcase the content.  
 
The biggest challenge was unifying the 
system across a wide range of scales, 
formats and media types, and the key 
was to ensure consistency while providing 
equal visual prominence for each individual 
show. Another challenge was adapting the 
campaign for future shows, by creating 
a series of templates that the Channel 5 
team could use confidently and consistently. 
 
The team explored a number of styles and 
colours before creating the final design
solution, which keeps a clear and deliberate 
visual connection with the existing on-air 
channel identity. Taking the static campaign
into motion for social media and digital 
applications illustrates the flexibility 
of the modular system. 



           











Places for London


Places for London will be providing homes, 
workspaces, retail and cultural spaces for 
Londoners, as well as working to improve 
the existing infrastructure within its 
wide-ranging portfolio.  
 
The brief was to create a strong brand identity 
that reflected its position as a standalone 
commercial enterprise while demonstrating 
its relationship to TfL. It needed to be highly 
accessible, inclusive and work alongside 
the brands of partners TfL, @mayorofldn 
and others. 
 
Playing on the iconic London Underground 
announcement, the core strategic idea behind 
Places for London is ‘Minding London’s Gaps’, representing the physical spaces and gaps 
in which the business operates. Its 2-D 
representation of a 3-D space provides 
flexibility, as well as a consistent and highly 
ownable visual style.  
 
The logo is formed by a 3-D frame and the 
type is set in Johnston, TfL’s corporate font 
which is synonymous with the London Underground. 
The 45° angle of the frame is also reflected 
in the typeface, in a subtle graphic link to 
the parent brand. 
 
The team developed a graphic system inspired 
by the logo; this was used to inform other 
elements such as a custom iconography suite, 
information graphics and signage. It creates
a distinct visual connection but still stands 
out visually in the often safe and restrictive 
world of public and governmental brand identities. 
 
Throughout the project, Pentagram and Places 
for London worked side-by-side to ensure 
the wider internal and stakeholder teams 
were brought along on the journey. 

The result is a brand identity that provides 
flexibility, has a consistent and highly ownable
visual style and will serve the business 
for years to come. 












     








Product Design - Chubb


Creating a sense of companionship,
through playful interactions.

My objective for this project was to
help reduce stress and loneliness
through untraditional and playful
Interactions with your home-ware.

By creating an inclusive personal
table that has animal and human
like traits, a sense of companionship
and humour is encouraged. This
gives the user a window of humoured
distraction when in stressful or
lonely scenarios.




Chubb was shortlisted at the
Irish Design Awards (IDI) 
2019 furniture category.

My solo graduate project from NCAD, 
National College of Art & Design