AboutOn The Rox is a creative design lab focused on brand strategy and design, shaped by experience across agencies, brands, and independent projects.
I’m Roxane - a brand designer and visual thinker.
My work sits at the intersection of aesthetic
and function, creativity and strategy.
What shapes how I work
Over the years, I’ve worked across branding, creative direction, and design - from early-stage ideas to established brands, within both agency environments and independent collaborations.
Moving between different contexts has shaped a pragmatic and adaptable way of working. I’ve learned that strong design doesn’t start with aesthetics, but with understanding intent, constraints, and the people a brand is meant to connect with.
Today, I work with brands that care about strategy, culture, and visual clarity, especially in contexts where identity needs to perform across touchpoints.
A personal note
My path into design has never been about decoration or trends. I’ve always been drawn to understanding why things work - how people move through spaces, how systems behave under pressure, and how small decisions shape bigger outcomes. My entry point into design was photography, it trained me to notice composition, texture, and meaning in what’s often overlooked. From there, graphic design followed naturally, and over time my work expanded into broader branding and systems thinking.
A background shaped by sport and outdoor environments has influenced the way I think and work. Reading conditions, adapting to constraints, and staying attentive to context are second nature — and they directly inform my approach to design.
How I workI believe the best creative work feels effortless — but it never is.
Behind every outcome is a deliberate process, designed to move from understanding to execution with clarity at every stage. From the blank page to delivery in the real world, each step builds on the one before.
1. READ THE TERRAINEvery project starts with listening.
This phase is about taking in the brief and understanding its full extent — the goals, expectations, constraints, and context around it. Attention then turns outward, toward audiences, users, and the cultural or practical environments the work will live in.
The focus:
Understanding people, culture, and constraints before defining any direction.
2. OPEN THE FIELD This is where ideas start to take shape.
Based on the observation phase, I explore a wide range of creative directions -
questioning assumptions, testing perspectives, and looking for unexpected connections. This phase is intentionally
open and often collaborative, allowing space to exchange ideas and align on what resonates most.
The focus:
Opening the field to ideas, challenging assumptions, and identifying the strongest directions.
3. COMMIT TO THE LINERefinement is about commitment.
Here, exploration gives way to clarity. A clear direction is defined — a strategic answer to the challenge observed. Concepts are sharpened, systems are built, and design decisions are made with purpose.
The focus:
Reducing complexity into clear, functional design decisions — translating strategy into tangible outcomes.
4. FINISH THE RIDE Once a direction is set, the work moves
into production and delivery.
Assets are prepared, systems are finalized, and the design is adapted to its intended contexts — digital, physical, or
environmental. Where relevant, this phase includes follow-up and adjustments once
the work is live, ensuring it holds up in real use.
At a glanceFocus
Sports, outdoor, performance- and culture-driven brands.
Brand & design
Identity systems, visual languages, and creative direction across touchpoints.
Tools
A mix of established design tools and AI-assisted exploration — chosen for clarity, speed, and relevance.
Working style
Hands-on and collaborative — fast when needed, without losing structure.
Working together
I work best with brands and teams who value clarity over noise, coherence over trends, and long-term thinking over quick wins.
A good collaboration starts with shared expectations, mutual trust, and a clear sense of purpose.
