It means that I reject the idea that design exists solely to drive consumption or maximise shareholder profit. Instead, my work focuses on clear, cohesive visual communication, and truth.

Practically, this looks like avoiding cultural appropriation, tokenism, and manipulative marketing psychology. I refuse to design for industries that exploit people or the planet, and I adhere to the Palestinian call for Boycott, Divestment and Sanctions (BDS).

My focus is on helping you build a brand that serves your community’s needs rather than extracting value from them.

Ethical branding is the alignment of your visual identity with your actual actions. It means no greenwashing, no vague claims about “sustainability” without proof, and no imagery that relies on stereotypes or exclusion.

It involves being honest about your supply chain, your labour practices, and your impact. If your brand promises fairness, the design must reflect that integrity in every pixel.

I work with anyone whose mission aligns with my values, regardless of their legal structure.

While I prioritise cooperatives, unions, and non-profits, I also work with small, ethical for-profits that are committed to fair wages, local production, and genuine sustainability.

I do not work with corporations whose primary goal is unchecked growth at the expense of people or the planet.

For print, I work with printers who use recycled materials, soy-based inks, and local production to reduce shipping emissions. I also encourage clients to design for longevity rather than the latest trends, which reduces waste.

I make it my business to continually learn and implement new ways of working that are kinder to our planet. For example, by buying used tech rather than new and avoiding the use of AI where possible.