Founders launching new SaaS, DTC, or service businesses
Brand Identity & Logo Design That Lasts
I design logos and brand identity systems that look established from day one and scale with you. Senior brand identity designer for startups and rebrands in the US, Canada, UK, EU, and worldwide: Top Rated Plus on Upwork, 10+ years of experience, $100K+ earned.
- Free intro call
- 24-hour reply
- Available worldwide
portfolio
Logo systems, brand guidelines, packaging, and identity applications shipped for food and beverage, skincare, wellness, and education brands.
California Jerky Factory Brand Identity
Brand identity and guidelines for California Jerky Factory: a flame badge logo with a bull horns mark, a Jerky Flame Orange and Charred Black palette, Merriweather and Genova typography, and a full guideline document with merchandise.
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Sienna Terra Brand Identity
Brand identity for Sienna Terra's handcrafted dry-brushing tools: a golden-hour palette, a palm mark, graded photography, named product bundles, and gold-foil packaging that reads as a daily ritual rather than a bathroom accessory.
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Timeless Healing Brand Identity
Logo and brand identity for Timeless Healing, a wellness brand: an abstract wave mark, Sallyora and Outfit typography, a crimson and soft neutral palette, and guidelines that carry from social media to merchandise.
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LumiLauren Skincare Brand Identity & Packaging
Skincare brand identity and packaging for LumiLauren: a feminine botanical mark, a soft teal palette, Bingar and BDO Grotesk typography, and a product system spanning serum, cleanser, and LED mask packaging.
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Sensei Matcha Brand Identity & Packaging
Brand identity and cylindrical packaging for Maçhà San, Sensei Matcha's premium ceremonial matcha line: a leaf monogram, a dark green and gold system, and a visual world built to move from shelf to screen.
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Admit Journey Brand Guidelines
Brand guidelines for Admit Journey, a college admissions platform: a road-and-arrow A mark, a Sunset Blaze and Midnight Slate palette, Inter and Manrope typography, and applications from stationery to billboard.
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who am I?
$100K+
Earned on
UpworkEarned on Upwork
200+
Successful
projectsSuccessful projects
4,112
Hours billed
Top Rated Plus
(top 3% on Upwork)
Don’t believe me?
Brands I’ve designed for
who I work with
Founders launching new ventures, established brands rebranding, and product teams launching new SKUs.
Established brands rebranding after a pivot, merger, or audience shift
Sub-brands or product lines that need their own identity within a parent brand
Solo professionals (consultants, coaches, designers) building personal brands
Agencies needing senior brand support for client work
Pre-seed founders preparing for their first investor pitch
Industries I design for most
Startups & SaaS
Logo suites, type and colour systems and pitch-ready brand guides for products about to launch or raise.
Ecommerce & DTC
Identities built to work on a product label, a Shopify store and a Meta ad at the same time.
Professional services
Finance, legal and consulting brands that need to look established from day one.
Healthcare & wellness
Clinics, supplements and wellness brands where the identity has to earn trust before the first visit.
Food & beverage
Restaurant, snack and drink brands with identities that carry from menu to packaging to social.
Not the right fit if you need only a logo with no broader brand system, or strategy work with no design execution.
what I deliver
Original, fully editable artwork, every piece drawn by hand from scratch.
Brand discovery
Positioning, audience, competitors, voice.
Logo system
Primary, secondary, monogram, icon.
Typography system
Headline, body, accent typefaces.
Color system
Primary, secondary, accent, neutrals, with accessibility checks.
Brand patterns & textures
Patterns, textures, and graphic devices.
Iconography / illustration style
Consistent style guidelines tailored to your brand.
Brand guidelines document
PDF, 30+ pages typical with clear usage rules.
Brand applications
5+ applications: business card, social templates, pitch deck cover, email signature, web hero & more.
Source files
Adobe Illustrator files + Figma component library.
Revisions
2 rounds of revisions at the concept stage.
testimonials
Verified Upwork reviews, LinkedIn recommendations and video testimonials from real clients. Click any card to see the full review.
Gene Wright
Print Media & Newsletter Design / UX/UI & Web Development | Planet Friendly Pest Control
Hi, my name's Gene Wright. I'm the president of Planet Friendly Pest Control, and we have been using Gul for our graphic art for several years now. Very, very happy. We highly recommend her. She has been designing everything from brochures, newsletters, postcards, flyers. She interacts directly with our chief marketing officer, with the mail house distribution companies, provides any type of file structure you need. She's very responsive to edits. Wonderful experience all
Gul E. was a great designer and completed tasks with her design skills, quality and on time. She designed many product labels and making some documents look better and also landing page design. She is a multifaceted designer that is a pleasure to work with and will continue once I have more work.
Jennifer Fausner
Product Label, Packaging & Landing Page Design | CBDMD
Gul spent so much time with me making edits and making sure my project for creating a brand box was absolutely perfect. Gul is without a doubt the best designer I have ever worked with in the ecommerce field in my life and I have been in this field for about 2 years now.
Ibrahem Abourahma
Ecommerce Packaging & Amazon Listing Image Design | Dentradental
Solid work. Turned our proprietary data into a clean, cohesive PDF that fits our brand. Her UX background shows in how cleanly she structures information on the page. Strong aesthetic sense, highly receptive to feedback, and applies it effectively. Professional and reliable.
Francesco Castronovo
UX/UI & Brand Asset Design / Editorial PDF Layout | PB Services
⭐️⭐️⭐️⭐️⭐️ Outstanding Designer – Highly Recommend! Gul did an amazing job creating menu boards for my restaurant. From the very start, she was professional, responsive, and genuinely invested in understanding my vision. She delivered beautifully designed menus that were both eye-catching and easy to read, perfectly reflecting the style of my business. Her communication was excellent throughout the project, and she was always open to feedback and quick to make any adjustments I requested. The final result exceeded my expectations. If you’re looking for a talented, reliable designer who really cares about delivering quality work, I highly recommend Gul. I will definitely be working with her again!
Ammar Badawi
Print & Digital Media Design | Pitaziki
I'm a year late in writing this. I've hired Gul on a number of graphic design projects and not only is she an exccellent designer, she's also transparent, communicative, and accurately actions revisions. So for anyone who consistently needs graphics, Gul is someone who not only has skills, but gives you peace of mind knowing the job will be done, and done well.
Julien Ross
Ongoing Graphic Design | Guide by PersonifAI
Alex Wright
Newsletter & Direct Mail Print Design | 855 Treeman
Been using Gul now for a few years. We do postcards like this. She's very familiar with what the post office needs. We do a monthly newsletter, always on time. It's 12-page newsletter. Goes out every month. So, I highly recommend, she can definitely take care of you for graphic art.
Working with Gul was a great experience. They listened carefully to my ideas, brought creative solutions to the table, and delivered designs that were both professional and unique. I’d happily recommend them to anyone looking for thoughtful, high-quality design work.
Daren Dien
Packaging, Brand Identity & Logo Design | California Beef Jerky
Incredible work - took time to go into the detail I needed, was reliable and replied quickly to any messages and alterations that were needed. Ive worked with a lot of designers and Gul is definitely one of the best ive worked with.
Babar Raja
Website UX/UI Design | Spartan Labs
Working with Gul has been an absolute pleasure. She goes above and beyond to truly understand the requirements, and she even created multiple versions of the brochure so I could explore different directions before choosing the final one. I'm a very detail-oriented and picky person, yet Gul was consistently patient, kind, and open to every refinement I requested. Not once did I feel she was frustrated or rushed, she was always supportive and committed to delivering the best outcome. The final brochure is beautiful, professional, and exactly what I envisioned. I highly recommend Gul to anyone looking for a talented, thoughtful, and passionate designer who genuinely cares about the quality of her work. Wishing you all the success ahead; your talent and kindness will take you far.
Sana Ennafati
Bilingual Brochure & Print Design | Pure & Bold Beauty
Salam Alaikum. Gul is an A1 Team member & Deisgner! Will help when team members ask and takes initiative to deliver prompt work with passion. Very team friendly kind and manages her time effectively. Will look forward to working more with you!
Mohammad Bayyari
Print & Digital Media Design
pricing
Brand identity starts at $650, which covers a logo system with type pairing, color palette, and a one-page brand guide, delivered in 5 to 7 working days. From there it scales with scope: full guidelines, a complete type and color system, applications, or a complete rebrand. Final pricing depends on how much of the system you need, application count, and whether you are launching new or rebranding an existing identity. We scope it together on a free 20-minute call. All prices in USD.
Logo + Basic Brand
- Logo system
- type pairing
- color palette
- 1-page mini brand guide
- For early stage brands needing fast foundations
Full Brand Identity
- Logo system
- full type, color, pattern, iconography
- 30-page guidelines
- 5+ applications
- For serious brand launches
Complete Rebrand
- Existing brand audit
- new identity system
- transition guidelines
- stakeholder presentation
- For established brands evolving their identity
Brand + Pitch Deck Bundle
- Full brand identity + investor-ready pitch deck
- best for pre-seed and seed founders
- preparing to fundraise with a brand new identity
For ongoing brand support after launch, from campaigns and decks to packaging, see the retainer page.
Book a free 20-minute callfrequently asked questions
- A brand identity designer builds the visual system a business is recognized by: the logo and its variations, the typefaces, the color palette, and the rules that keep them consistent. I design that system, then apply it to real touchpoints, so your brand looks the same on a pitch deck, a package, a website, and social.
- Brand identity starts at $650 for a logo system with type pairing, color palette, and a one-page brand guide, delivered in 5 to 7 working days. Fuller scopes, complete guidelines, type and color systems, applications, and full rebrands, are scoped individually based on how much of the system you need and whether you are rebranding an existing identity, confirmed on a free 20-minute call. All prices in USD.
- Yes. A brand identity is the first judgment a customer or investor makes, before they read a word. A coherent identity supports premium pricing, makes a young company look established, and stays consistent as you scale. The cheap logo is the expensive choice: you pay for it once, then again to rebrand everything it touched.
- Brand identity design covers more than a logo, and how much more depends on the package. The Logo + Basic Brand tier is the minimum foundation: a logo system, type pairing, color palette, and a one-page guide. A full identity adds patterns, iconography, a complete guidelines document, and real-world applications, so the brand stays consistent everywhere it appears.
- You see 2 mood board directions first, so we align on strategy before any logo is drawn, then the chosen direction is developed into refined logo options. This is deliberate: presenting ten random logos is a lottery, aligning on direction first produces a mark that actually fits your positioning.
- A logo plus basic brand takes 5 to 7 working days. A full brand identity system runs 5 to 8 weeks, and a complete rebrand of an existing brand takes 8 to 12 weeks. Scope and stakeholder rounds move the number, and you get a firm timeline before we start.
- Yes. Every logo file, source asset, and brand guideline transfers to you in full on final payment, including editable Adobe Illustrator files and a Figma component library. You own the identity completely and can hand it to any designer or team going forward.
- No, trademarking is a legal process I do not handle, but I design with it in mind: original marks drawn from scratch, and I can run a basic visual check to flag obvious conflicts. For actual registration, always work with a trademark attorney, and I hand off files in every format they will need.
- Yes, and designing them together keeps everything coherent. The brand plus pitch deck bundle covers both, and packaging can be added so your identity carries straight onto the shelf. Doing them under one designer means the brand looks identical across every surface, instead of drifting between vendors.
- Tell me the deadline on the call. The Logo + Basic Brand foundation ships in 5 to 7 working days, so a fixed launch or investor meeting still gets a usable brand identity in time: logo system, type, and color first, with the fuller system built out afterward if you want it.
- Yes. I design a brand identity to travel: color meaning and legibility are checked across cultures, and the logo is tested for how it reads in different languages and at small sizes. If you are launching in several regions, that is built into the system from the start, not patched in later.
- Yes. Unlaunched brands are confidential by default, and I sign NDAs on request before any work starts. Your name, logo, and brand material never appear in my portfolio or case studies without your written permission, which is why some brand identity work is only shared privately on a call.
- Yes. The portfolio on this page shows logo systems, brand guidelines, packaging, and identity applications designed for food and beverage, skincare, wellness, and education brands, and each case study covers the goal and the result. For examples from your specific industry, ask on the call; some client work is under NDA and is shared privately.
- Yes. Most of my brand identity clients are founders and marketing teams in the US, with Canada, the UK, and the EU close behind, and I work in daily overlap with US and European hours. Discovery, reviews, and handoff run over video calls and shared Figma files, so location never slows a project.
- Yes. Once the identity exists, brands need it applied: new campaigns, decks, social, packaging, and that ongoing work fits a monthly design retainer covering everything I design, starting at $1,500 per month. See the retainer page, or start with any package above as a standalone project.
- Yes. For startups and SaaS products I design a logo suite, a type and color system, and a pitch-ready brand guide; the Admit Journey guidelines for a college admissions platform are one example in the portfolio. The identity is built to work in the product UI, on the website, and in the investor deck at the same time.
- Yes. For ecommerce, DTC, and food and beverage brands I design a brand identity that works on a product label, a Shopify store, and a Meta ad at the same time; Sienna Terra, Sensei Matcha and California Jerky Factory are three examples in the portfolio. The logo, colors, and type are tested on real packaging before the guidelines are written.
- Yes. Clinics, supplement and wellness brands, and finance, legal, and consulting firms need a brand identity that earns trust before the first conversation; the Timeless Healing wellness identity is one example in the portfolio. I design restrained, legible systems for them, with guidelines a small team can follow without a designer in the room.
Five steps from the first call to the final files, in 5 to 8 weeks for a full brand identity.
- Discovery: 90-minute call covering your business, audience, competitors, brand positioning, and visual references. Week 1.
- Strategy & mood boards: Written brand brief plus 2 visual direction mood boards for your sign-off. Week 1 to 2.
- Logo & core system: Chosen direction developed into logo, type, and color. Week 2 to 4.
- Applications: Brand applied across pitch deck, social, packaging, web, and collateral. Week 4 to 5.
- Handoff: Final files, brand guidelines, source assets, and a 60-minute walkthrough. Week 5 to 6.
Logo + basic brand: 5 to 7 working days. Full brand identity system: 5 to 8 weeks. Complete rebrand (existing brand, new identity): 8 to 12 weeks.
CONTACT ME
Let's build something awesome!
Tell me about your project. I'll reply within 24 hours. Use the form to send a brief about your project. The more specific, the faster I can scope it.
Contact@gulelalakhan.com