OutWest Studio was my major university project, a full brand identity built from the ground up for a fictional Western Sydney creative studio. The goal was to create a brand that felt authentic to the region: bold, grounded, and proud of its identity, while still holding its own against polished inner-city competitors.

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The challenge: build a brand system robust enough to function in the real world, not just look good on a moodboard. That meant defining strategy, identity, and a working digital presence, all without an existing client to react to.

I developed a complete brand identity and translated it into a functioning website prototype, treating the project as if it were a real client engagement from brief to delivery.

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Key Areas of Focus

• Brand Strategy & Identity: Defined the brand's positioning, voice, and visual language from scratch, including logo, colour palette, and typography, all rooted in OutWest's Western Sydney identity.
• Brand Guidelines: Produced a comprehensive brand guidelines document covering logo usage, colour systems, typography rules, and application examples, built to the standard of a real client handover.
• Web Design & Prototyping: Designed and built a fully functioning website prototype in Figma, translating the brand identity into a working digital experience.

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By treating this as a complete brand build rather than just a visual exercise, I delivered a system that could realistically launch and scale, demonstrating end-to-end capability from strategy through to a finished digital product.