Project
Role
Senior designer
Sector
Interior design
Category
Brand identity
Website design
Evoke
Evoke is an interior development company that creates spaces where communities thrive, guided by WELL principles such as air quality, thermal comfort, natural light, and environmental impact. The challenge was to articulate Evoke’s holistic, human-centred approach in a way that clearly differentiates them in a competitive market, while demonstrating the tangible value of WELL-aligned spaces to clients.
Creators of WELL–places
The Approach
The identity was developed around the idea “Creators of WELL–places”, forming a cohesive system designed to express Evoke’s wellbeing-focused approach through:
Building a unified identity system with all elements reinforcing a single core idea
Creating a “smile-in-the-mind” logo to reflect a human-centred yet precise design approach
Refining typography to balance clarity, credibility, and approachability
Designing iconography to translate WELL principles into simple, legible visuals
Applying a calm, WELL-informed colour palette to reinforce balance and wellbeing
Developing a flexible system scalable across digital, spatial, and marketing touchpoints
My Role
I led the rollout of the Evoke brand across key touchpoints, including templates, guidelines, motion templates and digital applications. This involved designing and implementing the iconography system and website experience, while translating the brand strategy into a cohesive and functional design system to ensure alignment between strategic intent and execution.
Details
Project
Impact
Strengthened Evoke’s market differentiation by clearly expressing the “Creators of Well–places” positioning across all brand communications
Improved clarity in communicating WELL principles through a structured iconography and visual language system
Enabled more consistent and confident application of the brand across internal and client-facing materials, supporting long-term brand adoption and growth
Studio
SomeOne Sydney
Creative Team
Creative Direction — Tom Dabner
Client Services — Rebecca Bosustow
Brand Strategy — Tom Dabner, Julien Bertouille
Design — Julien Bertouille (Lead), Michelle Jin, Tom Dabner
Motion — Ben Holden
Website Build — Andrew Cunneen