Selected work
02 / 04

Work that begins
with the right
question.

Elaine Joseph
A selection of work across strategy, branding and experience design. Different industries and challenges, connected by a focus on understanding how people experience a business.
The work is organised around problems and outcomes—not just disciplines or deliverables.
A different lens

Design is rarely the starting point. It is usually the response.

Selected work

Different contexts.
Different challenges.

A selection of projects demonstrating work across brand, digital experience, research and service design.
Risteard Whole Foods website displayed across devices
Current Project / Brand Strategy / Digital Ecosystem

Risteard Whole Foods

Developing a clearer digital ecosystem for a whole foods chef and educator—bringing together brand positioning, website architecture, educational content and audience growth into one coherent platform.

Digital strategyInformation architectureContent strategyBrand direction
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Zelli Handbags configurator digital product experience
Concept / Fashion / Circular Production

Zelli Handbags

Exploring how technology and made-to-order production could reduce unnecessary fashion waste while giving customers greater agency in how a product is configured and produced.

Product strategy3D configurationMade to orderExperience design
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Food Crate service design screens
Research / UX / Service Design

Food Crate

A service concept designed around the behavioural and practical challenges of reducing household food waste.

User researchJourney mappingUX design
Explore previous portfolio
The First Principles of Coffee editorial project
Editorial / Information Design

The First Principles of Coffee

Transforming specialist knowledge into an accessible editorial experience through structure, storytelling and visual design.

Editorial designInformation architecturePublishing
Explore previous portfolio
Gees Honey Co. brand and retail experience
Brand / Retail Experience

Gees Honey Co.

Exploring how a distinctive brand system can create stronger recognition across product, packaging and customer touchpoints.

Brand identityPackagingRetail experience
Explore previous portfolio
Concepts & experiments

Not every useful idea begins with a client brief.

Self-initiated projects are where new questions, industries and ways of working can be explored without the constraints of a conventional brief.
Food Crate service concept
Service Design

Food Crate

An exploration into reducing food waste through better household systems and behavioural design.

Meridian aviation experience concept
CX / Aviation

Meridian

A speculative approach to improving the experience of contemporary air travel.

Making Space for People spatial experience study
Spatial Experience

Making Space for People

An ongoing exploration of how environments influence behaviour, experience and connection.

The common thread

The discipline changes. The way of thinking does not.

Whether the outcome is a brand, website, service or physical environment, the work begins by understanding the relationship between people, systems and context.

"The most useful design decisions usually happen before anything visual is created."
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