CREATIVE STUDIO
Branding and creative direction for work that actually matters.
I've done a lot of work over 25 years. The projects that stuck with me — and the clients I keep coming back to — are the ones building something worth believing in.
Zandra X is a boutique creative studio. Small by design, selective by nature. After 25+ years shaping brands, visual systems, and creative direction across agency, campaign, and independent contexts, I've gotten pretty good at knowing what works — and who I work best with.
That tends to be entrepreneurs, artists, and mission-driven organizations who care deeply about what they do and are done settling for branding that undersells them. People who want their visual presence to be as considered as the work behind it.
I bring a fine arts sensibility to strategic problems, which sounds fancy but really just means the work is both rigorous and alive. It holds up, holds together, and says something worth saying — without looking like everyone else.
Recent clients include artists, coaches, sustainable goods brands, and water advocacy campaigns. The industry varies. The give-a- _ _ _ _ factor doesn't.
This portfolio is a selection, not the whole story. Two and a half decades of work doesn't fit neatly on one page — and honestly, some of the best projects came from briefs I'd never done before. If you've got something specific in mind, just ask.
WHAT I DO
I lead with strategy because pretty without purpose only gets you so far. Every service here is designed to make sure your brand doesn't just look the part — it knows its part, plays it consistently, and leaves a lasting impression with the people who matter most to you.
Brand Strategy
The thinking before the making. I work with clients to clarify who they are, who they're talking to, and what makes them worth paying attention to. This is where the real work happens — and where everything else gets a whole lot easier.
Brand Identity + Visual Systems
Logos are the beginning, not the end. I build cohesive visual identities that hold together across every touchpoint — from print to digital to the stuff you haven't thought of yet.
Art Direction
Whether it's a photoshoot, a campaign, or a website, I make sure everything looks and feels like it belongs together. The details matter. I'm annoyingly good at noticing them.
Creative Direction
For organizations and teams that need a steady creative hand without a full-time hire. I bring vision, consistency, and an outside perspective to keep the work sharp and on track.
Need more than strategy and design?
I work with a trusted network of collaborators — developers, photographers, copywriters, and production specialists — who I bring in when a project calls for it. You get a cohesive creative vision from start to finish, without managing a cast of strangers.
BRANDING + art direction
A selection of brand identity and art direction projects — each one built from strategy up, designed to hold together and stand out.
Brand identity + website + photography art direction
A full rebrand for a sustainable incense and fragrance company — building a visual system as considered as the products themselves.
Brand identity + print collateral + website
A refined visual identity for an established artist — honouring the depth of her practice without overcomplicating it.
Brand identity + print collateral + website
Branding and strategic mentorship for an emerging artist — helping her show up in the world with the same confidence as her work.
Brand identity + print + digital
Dual branding for an artist and her coaching practice — two distinct identities that share a clear creative point of view.
Brand identity + print collateral + website
A sharp, refined rebrand for an award-winning residential designer — finally a visual presence worthy of the work.
Brand identity + print collateral + website
Full branding suite including logo, cards, and workbook design — cohesive from the first touchpoint to the last page.
CREATIVE DIRECTION
Longer-term engagements where I've shaped overall vision, voice, and visual direction — keeping the work sharp, consistent, and moving forward.
Seen enough? 😉
WEBSITES
Design-led websites built as an extension of the brand — not an afterthought. Most of these were designed and built in-house; where noted, production was handled in partnership with trusted collaborators.
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Full rebrand including brand strategy, visual identity, colour palette, product photography art direction, and website design and build.
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Rebrand and campaign including brand strategy, narrative mobilization campaigns, visual identity, digital assets, art direction and creative direction. Website built in collaboration with a development team.
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Rebrand and campaign including brand strategy, narrative mobilization campaigns, visual identity, digital assets, art direction, creative direction, and website design and build.
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Dual branding project for artist Cheryl Taves and her creativity coaching practice. Scope included brand strategy, visual identity, book design, online community graphics, learning module layout, sales funnel development, print collateral, and website design and build.
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Full rebrand for an award-winning residential designer including logo, visual identity, colour palette, print collateral, and website design and build.
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Website redesign, visual refresh, and strategic consulting.
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Rebrand for an established artist including visual identity, print collateral, website design and build, and strategic consulting.
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Branding project including visual identity, print collateral, and website design and build.
BEYOND THE BRIEF
"Nothing is too precious to paint over."
A visual collaboration that thrives on incompatibility. Contrasting styles, productive tension, and a shared principle: nothing is too precious to paint over.
The work is unapologetically political — anti-fascist, anti-colonial, and designed to move beyond the studio into public space. Sticker campaigns, guerrilla distribution, portable protest merch. Pop art's accessibility in service of resistance — flooding streets and spaces with imagery that challenges authoritarianism and colonial power structures.
Shared authorship over singular control. Improvisation over rigid doctrine. Creative friction as a form of collective resistance.
This collaborative practice informs an activist approach to campaign work — for clients who want their message to actually land somewhere.
ZANDRA X + TIMOTHY WILSON HOEY (Hoey-Xōchitl Collaborative Practice)
is this a fit?
If something here resonates, I'd love to hear what you're working on.
(lək̓ʷəŋən traditional territory)
Victoria BC, Canada