Howard Wakefield

Background

About Howard Wakefield

Every brand I work with gets something made just for them, never borrowed, never off-the-shelf. I start by listening: understanding what matters to you, then finding the detail that brings your story to life. For Hawksfield, I designed a logo that used 30% less ink, building sustainability into the mark itself. For Mallet Shoes, I created custom letters inspired by stone inscriptions, echoing the permanence and craft at the heart of their brand. For the Danish Economic and Equality Ministry, I built equality into every pixel and print through type and colour. At Peter Saville Studio, I led the design and implementation of Kvadrat’s visual identity system, helping the company become recognised as a top European design brand, with the logo still in use two decades later. For Kilgour, I worked closely with Carlo Brandelli to rejuvenate the brand’s identity across all touchpoints. I’ve helped both large and small companies, and many designers I’ve mentored have gone on to lead creative teams and launch their own studios. When working with junior designers, I focus on nurturing their growth by giving them the freedom to explore their own ideas and creative process. I use my experience to guide and support where needed, but my priority is to help emerging talent find their confidence and shine. My logos for Mandarina Duck (1995), Givenchy Kvadrat (2005), EMI (2004), and Mallet London have not been subsequently redesigned, demonstrating lasting value. Tangible Results: Radikale Venstre: Candidate adoption rose from 5% to 100%, donations increased from £119 to £15,500/month, campaign recall doubled, ROI quadrupled, and the party’s seats more than doubled. Copenhagen Municipality: 25% increase in enrolment for smoking cessation courses. Technical Expertise: I use the latest design software, starting with pioneering work in Photoshop in 1993 for New Order's Republic campaign. My digital art is in the Victoria and Albert Museum’s permanent collection. If you want a brand identity that’s genuinely yours, shaped by your values and story, I’d like to help.