CLARE MODENESI

As Design Lead at Gousto, I’m responsible for developing, evolving and elevating the brand as the business grows. I led Gousto’s Brand Evolution project, a strategic initiative to strengthen the brand and create a more confident, cohesive and scalable creative system.

 

The project began with a full evaluation of every visual brand element in use, allowing me to define what should be retained, refined or evolved. Working closely with the Head of Creative, senior copywriter and design team, I set a clear creative direction to make the brand bolder and more energetic, while ensuring it remained true to Gousto’s core personality.

 

I established guidelines across all key design components, including typography, colour, iconography, illustration, photography, pattern and grid systems. This required strategic decision-making around consistency and flexibility, as well as presenting and aligning the approach with senior stakeholders to ensure it supported wider business objectives.

 

Following this work, I created comprehensive brand guidelines that were rolled out across the business, providing a clear framework for consistent, high-quality creative delivery at scale.