Alexander Loxley

London-based artist exploring the human condition through abstract painting, psychology, mythology, and the unconscious mind.

  • Visual Identity

  • Website

  • Book

  • Stationery

  • Social Media

For Alexander Loxley, my own artistic practice, I developed a visual identity that reflects the work’s psychological and expressive depth. The branding is simple, modern, and minimal – designed to allow the paintings to take centre stage while quietly conveying the tone and atmosphere of the work.

The website was designed and built with bespoke customisation throughout, optimised for SEO and AI discovery. It provides an elegant platform to present collections, exhibitions, and writing, integrating seamlessly with social media and print materials.

A hardback book was also designed for art fairs and collectors, featuring high-quality reproductions and reflective essays that explore the themes of the work – drawing on psychoanalytic theory, mythology, and the unconscious. Social media assets were created to extend the brand’s visual language online, maintaining coherence across digital and print touchpoints.

The result is a cohesive identity that bridges my roles as creative director and artist – professional, considered, and true to the introspective world of Alexander Loxley.

Photography: Karolina Heller

VISIT SITE
A middle-aged man with a beard and short brown hair, wearing a gray suit and black shirt, sitting on a wooden chair in a warmly lit room with a shadow of a window and a standing lamp in the background.
Books titled "Vision day" with a sunset or sunrise scene on the cover, showing the sun shining over a mountain range, with a bright starburst effect.
A presentation slide explaining the Beaustite Fit font, highlighting its use as the primary typeface of a brand, with additional textual details about typography style, contrast, and professionalism.
Background with a quote attributed to Albert Einstein about problem solving, and a simple design of interconnected circles at the bottom.
Two men are walking and talking in a park with autumn leaves and trees in the background.
Two black business cards with white and orange text, featuring the word 'evident' and contact information for Christopher Mills.
Three smartphones displaying different business coaching app screens on a beige background. The first screen shows a male presenter in a suit with the text 'evident' and business coaching description. The second screen features a woman in a meeting with the title 'Executive coaching.' The third screen shows a man speaking in a conference room with the title 'Team coaching' and descriptive text at the bottom.

Sam's understanding of my market and goals meant his creative direction was spot-on. His flexible and calm approach made the collaboration seamless, as he co-created the brand with me while gently guiding me toward even better outcomes with his expert insight.

– CHRISTOPHER MILLS, FOUNDER

Logo of Elements Green with a gradient background of blue to green, featuring stylized letters 'eg' and the words 'elements green' in lowercase.
Digital graphic with the word 'interchange' in bold white text, underlined in green, with the words 'Connected, Transport, Infrastructure' below, on a dark blue background with green circuit-like lines in the top left and bottom right corners.