Small tweaks. Big impact
Details matter. Not all the work I do involves seismic shifts in concept and execution; sometimes, it's the little things that make a logotype or brand symbol truly shine. The agencies and studios I collaborate with appreciate that a little extra effort goes a long way. With a keen eye for detail, I enhance good designs and elevate them to greatness. Below, you’ll find a few examples of projects I’ve worked on that were either in development or wrapping up. I was excited to be brought in to add that special touch to something already great!
CALM
Agency: StudioOutput
I reworked the individual letterforms, adjusted the kerning, and adjusted the overall composition and holding shape.
Ionctura
Agency: ThreeThirty
Sublte adjustments made to the kerning, thickness and shape of the letterforms adding a more unique "R" to make the logotype feel more ownable.
Neat
Agency: AmongEquals
I adjusted the bottle shape to more accurately reflect the real-life product, and re-examined the kerning overall. The main adjustment made here was to the letter 't'
MADE FOR
Agency: Elmwood
This was more of a revolution than an evolution of an existing concept. I created custom script lettering for 'This game' that formed part of a campaign device.
Labatt
Agency: Sister Mary
Lettering for "BLUE LIGHT" and improvements to the "Labatt" logotype. Client wanted something that didn't move too far away from the original but still felt unique and aligned to the new brand strategy.
Carlton Dry
Agency: Co-Partnership
Another instance where the client did not want to change the brand symbol too drastically, but wanted it refined and well considered. This formed part of a brand refresh for Carlton Dry. I made several adjustments, ranging from small improvements to significant changes.
Wrap
Agency: Among Equals
Symbol and type improvements and adjustments for WRAP. Every detail was thoroughly re-examined. I made changes to the logotype to make it more aligned with the strategy.
Stellenbosch University
This formed part of a much larger branding project, which you can see here. Shown here are the symbol improvements as well as the logotype improvements. The embellished version was a new addition, and the logotype was a custom font created specifically for the university, which is then used as the logotype.
© Luke Ritchie 2009-2025
Your Strategic Creative Partner