ROVE
2026

Rove is a branding project created for a competition brief, centred on building an entire brand identity around a single personal memory. The memory that inspired the project was the moment I first met my girlfriend at a bus stop, an encounter that connects people, places, and includes a widely used public service.

This personal starting point allowed me to develop a meaningful and authentic brand that resonates with both the target audience and myself. Throughout the project, I focused on crafting compelling copywriting alongside a cohesive visual identity. Because the brief was pre-determined, I was able to concentrate on delivering exactly what the client (brief setter) required while infusing the brand with emotion and depth.

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This project highlights my approach to type design, where every letterform is intentionally crafted to carry hidden meaning and tone. The custom typeface draws direct inspiration from the road markings found outside London bus stops, a subtle nod to the pivotal moment that sparked the Rove app and branding.

A key detail is the modified ‘V’ in the wordmark, where negative space forms a delicate heart shape. This small, refined gesture transforms a simple logotype into a more personal and considered brand mark.

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