Strategy& Design

Brand Tailoring

Shaping perceptions of your business; helping your future customers to recognise and differentiate you in the marketplace.

I employ an agile discovery process on all brand development and design projects, to gain a detailed understanding of both your business values and commercial objectives. Regardless of project scope; the strategy for your brand and creative direction will be informed by that exploration, and delivered against a detailed creative brief.

The creative brief guides every stage of the brand rollout; across each customer touchpoint, from identity design and implementation across digital and print communication; business cards and stationery, brochure design and annual reports; vehicle livery, billboard, digital signage, editorial advertising and retail POS.

Integrity FitnessBrand Development

A full-service project covering brand strategy and design; identity development, tone of voice and communication design; along with headshot brand photography and website design.

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Findlater & CoCoffee Brochure

A folder and insert style brochure design, to showcase Findlater & Co’s range of Coffee brands and machines for the HoReCa market. A beautifully tactile brochure, it’s finished with a soft touch laminate, copper foiling accents and a spot UV treatment to the cover artwork.

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Lites GroupBrand Refresh

This was a digital first project to update the Lites Group online presence and brand tone of voice, with the new visual aesthetic carried through into print and other offline touchpoints.

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A digital project to deliver an integrated eCommerce website and ePOS system for a popular luxury brand retailer in the midlands. The scope included design, development, content creation and advisory on omnichannel integration, and packshot photography.

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Investing in your brand and developing quality brand assets inspires confidence in your business from customers.

To draw an analogy between a properly considered brand strategy and a tailored suit; it provides comfort, fits perfectly and enhances your shape; it inspires confidence and will serve you well for years. Whether it’s been created from scratch or maybe just given a ‘nip and tuck’; it’s now unique to you.

That’s what Shepherd & Flock offers – a bespoke brand tailoring service for businesses, adding value and building confidence! Let’s have a chat about your ambitions for your brand…


Brand Tailoring
Headshot of David McCormack


Brand development and design, and online launch landing page for a retail consultancy practice.

Cunningham Design& Planning

A full-service project covering brand development, identity design, tagline development, print communication and brochure website design for a leading engineering company in the midlands.


Identity design, signage and POS for a chemist dispensary and photographic retailer. The brand refresh was undertaken as part of a generational change in the business, with a brief to challenge the typical approach to branding in the category; to instead showcase the diverse product and service offering this family run business had developed.

LSS ElectricalContractors

Identity Design, Business Stationery and Van Livery design for an industrial and commercial electrical contractor.

Salana & EsheGourmet Coffee

Identity design and launch materials for a new premium coffee brand, targeting the upper end of the HoReCa market.


Brand identity design, with alternate logo lockups for digital/social and print applications, plus a full suite of business stationery for commercial photography service.


A selection of brochure work for Odlums, Findlater & Co Wines and Valeo Healthcare