C· cgoddin

Selected work

Systems behind the assets.

One live product case study and a set of print and social pieces — every one of them produced from a written token spec rather than one-off decisions.

Three design voices Peak & Pour — playful illustrative consumer system: sunshine yellow, coral, teal. Meridian Systems — bold editorial-minimal infrastructure system: near-black, electric chartreuse. Halcyon Grove School — warm editorial system: forest green, cream, gold.
Halcyon Grove School case study page: brochure cover component, token ramp, and the design-system write-up.

Case study · A4 · one page

Case study · Marquee

Halcyon Grove School — one written token spec behind a complete admissions design system

A concept engagement for an independent K–8 day school: a brochure here, an open-house poster there, seasonal ads and social posts — each piece drifting without a shared system. One written spec puts every asset back on-brand by construction.

  • Authored the token spec — six 10-shade colour ramps, a Playfair Display / Inter type system, 8px spacing grid, restrained 8px radii, elevation, and component recipes.
  • Wrote the rules down: do's and don'ts, documented contrast ratios (ink on canvas ≈ 14:1 AAA, green on cream ≈ 6.5:1 AA), and one sanctioned exception — the deep-forest cover pages.
  • Rendered every asset from it: eight-page A4 admissions brochure, a two-poster admissions series, seasonal print ads, and a three-slide social carousel — one system, print-ready PDFs and digital exports.
Read the case study Download PDF

Range · three distinct design voices

Not one look. Three design systems that sound nothing alike.

The studio spec (warm editorial) is voice one. Two labelled concept systems stretch the range: a playful illustrative consumer brand, and a bold editorial-minimal infrastructure brand — each with its own token spec, icon set, image treatment, and rendered assets.

Peak & Pour concept system — playful cold-brew brand: sunshine yellow, coral, teal, sticker shapes, warm-graded photography.

Concept — Consumer beverage · Peak & Pour

A playful, sticker-book cold-brew identity: Baloo 2 display type, sunshine/coral/teal triad, a twelve-icon hand-drawn family, halftone textures, and warm-graded photography — with market poster, carousel slide, and square promo rendered from the spec.

Case study · Poster · Social · Promo
Meridian Systems concept system — bold editorial-minimal infrastructure brand: near-black canvas, hairlines, electric chartreuse, duotone photography.

Concept — B2B infrastructure · Meridian Systems

A near-black editorial-minimal identity for a fictional logistics-data platform: Unbounded display type, hairline structure, one electric chartreuse accent capped at 10% of any surface, a twelve-icon structural set, and three-pole duotone photography — banner, report slide, and promo rendered from the spec.

Case study · Banner · Report slide · Promo
Halcyon Grove School — the studio's warm editorial system: forest green, cream, gold.

Voice one — Halcyon Grove School

The warm-editorial studio spec itself: forest green / cream / gold, Playfair + Inter, print-first private-school suite. Read the full concept case study for brief → spec → rendered assets.

Case study

Print & social pieces

Brochures, posters, carousels — the everyday deliverables.

Each piece below was produced against a brand token system, so it reads as part of the same family rather than a standalone design.

Six-page portfolio brochure cover: 'cgoddin — Brand & Print Design Systems'.

Portfolio brochure

Six A4 pages — cover, case study spread, methodology, shipped software, and services. Editorial layout with a gold inner border and cream canvas.

PDF
Poster 1 — 'A logo ages. A token spec compounds.' Manifesto Nº 1.

Poster — “Sell the System”

Manifesto poster: “A logo ages. A token spec compounds.” One decisive line of type, set in Playfair Display on the cream canvas.

PNG
Poster 2 — 'One spec in. Every asset out.' Manifesto Nº 2.

Poster — “One Spec, Every Asset”

The companion piece: menus, magazines, carousels, and landing pages, all generated against one machine-readable brand contract.

PNG
Social carousel 1 — 'Why design systems beat freelance guesswork.'

Social carousel — Why systems beat guesswork

A multi-slide post built as a small design exercise: the drift problem, the root cause, and the difference between hiring an artifact and hiring a system.

PNG
Social carousel 2 — 'Your entire brand in one token spec.'

Social carousel — Your brand in one spec

Explains the token spec to a non-designer audience: what a token is, why color and type become decisions you make once, and what changes afterwards.

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Social carousel 3 — 'How a brand system ships in days, not weeks.'

Social carousel — Days, not weeks

The process story: brief, foundations, token spec, generated assets — with a fixed-price scope agreed before the first pixel.

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One-page offers sheet listing the three fixed-price service packages.

Services & packages sheet

The three offers on one A4 page — flagship brand identity system, recurring social content, and print collateral suites — each with its fixed price band.

PDF
Visual one-page résumé in the same cream, forest-green and gold system.

Visual résumé

One-page résumé set in the same system as the rest of the work — proof the token spec holds up outside a single deliverable.

PDF

Concepts gallery

Work in your vertical — labelled as concept, built like client work.

Every piece below is concept work for our entry verticals — private-school print, event posters, social content, menus, and landing pages. Each one is labelled Concept honestly, and they all render from the studio's warm-editorial token system (the case study above). For deliberately different voices, see the range section — two further systems in their own tokens, icons, and image treatments.

Concept — Private Schools: 8-page admissions brochure cover in forest green and gold.

Concept — Private Schools · Admissions brochure

An 8-page, press-ready A4 admissions suite for an independent K–8 day school: cover, philosophy, academics, arts & athletics, campus life, a day-in-the-life schedule, admissions steps, and back cover.

PDF · 8pp
Concept poster Nº 1 — 'Where curiosity becomes confidence.'

Concept — Private Schools · Poster series

Three posters, three compositions, one brand: admissions manifesto, open-house date card, winter-concert announcement. Print craft: dominant serif type, gold rules, generous negative space.

Nº 1 · Nº 2 · Nº 3
Concept carousel slide 1 of 3 — 'Choosing a school is a design decision.'

Concept — Private Schools · Social content month

A 3-slide admissions carousel plus two static 1×1 ad creatives — a ready-to-post month of brand-consistent content, the retainer offer in miniature.

1/3 · 2/3 · 3/3 · Ad 1 · Ad 2
Concept — Hospitality: one-page bistro dinner menu with gold rules and dotted price leaders.

Concept — Hospitality · Dinner menu

A one-page A4 menu for a neighbourhood bistro: serif dish names, dotted price leaders, section rules, and a gold inner border — print craft, not a template.

PDF
Concept — Landing Page Polish: tutoring-practice landing page in the token system.

Concept — Landing Page Polish

A full landing page for a regional tutoring practice — nav, hero, value grid, three-step band, and a fixed-price card — showing the token system surviving outside print.

PNG

All pieces above are concept work: no client names, no real organisations, no invented results — each render carries its own concept label.

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Your brochure, your posters, your feed — one system.

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