AveryLane
- Brand identity
- Marketing sites
- Editorial & print
- Design systems
- Work in between
Independent designer and art director
Booking projects for autumn 2026
PDX/AL / 2026
45.51° N / 122.67° W
I design identities, websites and print for studios and small companies that want to look considered, not loud. The work is quiet on purpose: it has to read right before it gets to look right.
It is not decoration. It is how the work thinks.
Nine years of identities, sites, and print, all built on that.
The archive
Six projects that survived the rule.
06 projects / 2023–2026
Nothing shipsuntil it reads right.
Rule/01
Every layout starts as a reading test, not a mood board.
Rule/02
If a page cannot explain itself out loud, it goes back.
Trends pass.Systems hold.
What survives a redesign is the thinking, not the paint.
Principle/01
Start from the content, not the decoration.
Principle/02
Fewer, better elements. Every project gets a small system, not a pile of assets.
Principle/03
Ship real things early. Static previews lie; prototypes tell the truth.
Services / what to hire me for
Brand identity
Service/01
Naming support, logotype, color, typography, and the usage rules that keep it consistent after handoff.
Web design
Service/02
Marketing sites and editorial layouts, designed in systems and delivered ready to build.
Art direction
Service/03
Campaigns, photo direction, and print pieces that extend the identity into the world.
Design systems
Service/04
Component libraries and documentation so in-house teams can grow the work without me.
“Avery gave us an identity that feels inevitable in hindsight. Clients mention the website unprompted, which never happened before.”
Maren Holt · Founder, Northwind Supply