Citizens Design Bureau

Proposed the core idea of splitting the identity into three pillars (Citizens, Design and Bureau) and using them to drive the icon system. Designed mobile and desktop prototypes that showed how the icons could shuffle, recombine and animate across the site. Created all motion assets for the loading sequence and transitions between sections. Mocked up out‑of‑home applications (posters and signage) to prove the system worked beyond the website.

Learned how to turn abstract brand values (people, place and purpose) into a concrete visual system that still feels human. Understood how motion can help explain an idea faster than static mockups, especially when the system is based on recombination. Experienced what happens when a good idea is shelved for business reasons, and how to take the learning forward even when it doesn't ship. Practised presenting work in a way that makes the logic behind the system obvious to non‑designers.