Basil Sam Joby

Eight years ago, I made a decision that most designers avoid: I refused to specialise.

Not out of indecision out of conviction. Because the brands and teams I wanted to work with didn't need someone who could do one thing brilliantly in isolation. They needed someone who could hold the full picture. Who understood that a logo has to work in motion before it's finalised in print. That a UI pattern is a brand decision. That the cut of a video and the kerning of a headline are, at their core, the same kind of problem, a question of what the audience feels, and when.

That conviction has shaped eight years of work across graphic design, animation, video editing, UI/UX design, branding, packaging, and print. I've built brand identities for companies launching their first product and for established names repositioning for growth. I've designed interfaces shipped to tens of thousands of users and motion sequences played on screens the size of buildings. I've art-directed campaigns, built design systems, packaged products that earned their shelf space, and edited films that people watched twice. The discipline changes. The standard doesn't.