Success is won in fractions. One tiny step either way dictates whether a brand performs or falls flat. As your fractional creative lead or chief in charge of crayons, I'll bring those fractions to help your business function.
01/who
Your Chief-in-Charge of Crayons
Form follows function. A quote from Louis Sullivan, a 19th century American architect, whose words stuck with me so much I named my design studio with it. It resonated with me perhaps because of my logical nature, plus I enjoy solving puzzles and that's how I see design - as a puzzle that needs solving.
You see, Mr Sullivan believed that an object or building's shape and design should grow directly from its practical purpose rather than from decorative styles.
Suffice to say I agree.
When it comes to creating brands, you have to start with purpose. It's that practical purpose that can begin to shape its decorative style - so form truly follows function.
The story doesn't end there, though. In fact that's where it begins. Brands need a story to give its purpose meaning, truth and direction.
That’s where I come in. I step in alongside founders and teams as a fractional creative consultant to help figure out the story. As a collective we'll get the colouring book out, work through the brand strategy, visual identity and everything in-between. Together we'll get the whole thing actually working, or should I say functioning.
Matt Johnson
Creative Consultant
"Design isn’t just decoration. It’s the logic behind how a brand shows up in the world. Every pixel, word and margin matters - chosen on purpose to tell a real story. Before a brand can inspire, it has to function."
02/what
Keep it within the lines
As I’ve stated, design is a puzzle, though when we get down to the actual work, it’s about maintaining the discipline to keep it within the lines. True design leadership means building the foundation first so the creative serves its purpose while of course making it look pretty.
Implementing a fractional creative (like myself) into your business, gives you a senior, board-level design leader on a flexible-term basis. Someone who understands where the lines are and can share that knowledge with your team.
The Framework
Phase 01: Examine
Check the Foundations
We don't start with aesthetics - we start with architecture. I work with you to fill in the missing pieces. Together we'll strip it back, find the cracks, understand how they happened, fill them and ensure they don't keep happening.
03/why
Fine margins
Having someone on-hand to spot the small details before sign-off is what will keep your brand consistent. Too often I've seen incremental changes and broken procedures that begin to blur the lines. Before you know it, you've got a broken brand that's being used differently by everyone.
Senior design leadership is about setting the standard. I bring board-level creative vision and fractional flexibility, ensuring every asset built, system deployed and colouring-in holds the line.
04/where
Joining the lines
Simply put, having fractional support means having a senior creative in your corner without the overhead.
Whether I'm dropped into your everyday messages or sitting across the table for big decisions, it’s built around keeping things simple and direct.
Embedded Remote
Living inside your everyday tools—Figma, Slack, Teams, or email. Direct access for your team whenever something needs a quick look, a decision made, or a line checked.
In the Room
On-site when it actually matters. Board meetings, key planning sessions, or rolling up our sleeves with the team when being in the same room makes all the difference.
Flexible Support
Built around how you actually work. We scale the time up when a big project lands, and pull it back when everything is running smoothly.
05/when
If your brand feels like it's beginning to blur, or you just need a senior pair of hands to keep the lines sharp, let's talk. No pitch decks. No sales talk. Just a straight conversation about where things stand.