Kane McGuinness Design

Kane McGuinness Design Cardiff based Graphic Design freelancer.

I have a passion for being productive, and am lucky enough to do what I love – lets chat about working together, I'd be delighted to help wherever needed.

05/08/2025

THE ORIGINAL LONDON CLUB ⏱️⚽

I've been limiting myself to just two hours for these football sprints, but this one needed a little more love!

This weekend, I attempted to redesign the Fulham crest. Their current badge was introduced in 2001, but I felt it could do more to own their story.

With a tight time limit, I aimed to keep it simple:

1. Include the club's history
2. Introduce more character
3. Build out more of an inspired identity

The final concept is a completely new visual direction, which celebrate's their history as London's oldest professional club. I've introduced single colour, statement crest – which sets the tone for the rest of the identity system.

I'm not sure the ex*****on is quite right, but the Fulham fanbase are proud of their place on the map, and doubling down on the club's foundations gives them a stronger purpose and story to own.

From the Cottage, for the City.
Fulham Football Club

Burnley 2 hour design challenge ⏱️🎨
15/07/2025

Burnley 2 hour design challenge ⏱️🎨

I've been working on something a little different recently! 💐 🌼 My fiancée, Ffion, is a fantastic wedding florist in Sou...
30/04/2025

I've been working on something a little different recently! 💐 🌼

My fiancée, Ffion, is a fantastic wedding florist in South Wales – and last month she picked up a brand new Volkswagen ID Buzz to help with her flower deliveries. A really proud moment!

Of course as a Graphic Designer, it was my responsibility 'to make it pop!'

Ffi wanted something that was cute and minimal, whilst I was pushing for a statement piece that'll catch your eye on the motorway!

Here's what I created! We're both super chuffed with how it came out, and it's been a lovely change of pace from my usual logo, brochure, and powerpoint deck work.

Coming soon to a Starbucks near you! 😅

25/02/2025

Chuffed to see my work with the Enhance-d team out in the wild, after developing their logo, identity system, and more. 🏃‍♂️📱

We joined forces last year to evolve the brand's look and feel, as the team begin a new chapter of growth – marked by the release of their Diabetes app!

Our aim was to shift their approach to more of an active and all-inclusive movement, rather than a medical/clinical identity – creating more casual and positive conversations for those that exercise with Diabetes.

05/09/2024

CHERRIES AREN'T ALWAYS SWEET 🍒

As a graphic designer and life long football fan, I've always wanted to turn my hand to recreating a football team crest.

Since they were first promoted to the Premier League in 2015, I've paid closer attention to Bournemouth as it's where I studied Design – but it wasn't until recently that I started to look at their identity a little closer.

I think of AFC Bournemouth as a friendly, community orientated club, that are now going toe to toe with Premier League giants.

The Cherries rejoined the top flight just two years ago, and have the smallest stadium in the league of just over 11,300 – but that doesn't mean they can't make an impact.

With some spare weekends, I've been working a concept that aims to bolster their presence off the pitch. I've created an identity that positions their visuals on the offensive; introducing more weight, structure, and harder edges.

My concept is built upon their historic red and black stripes, and aims to activate them with attitude – Bournemouth are not looking to survive in the top flight, but thrive.

As well as some bold changes, I've also introduced smaller touches too.

The crest's head has revised 'slick back hair', to more closely represent club legend Dickie Dowsett, who is one of team's all-time scorers. And I've also included two cherries in '1899' – as a subtle nod to the club's nickname.

This is a personal concept project, and not official work for AFC Bournemouth.

Same stripes, new vision.

Here are a set of isometric visuals I've been working on recently, with a client in the cyber security space! 💻 🔒 They w...
19/08/2024

Here are a set of isometric visuals I've been working on recently, with a client in the cyber security space! 💻 🔒

They were looking for a set of purpose built assets to use across their new website, client presentations, digital PDFs, and social content – replacing previously used stock imagery.

The visuals are created using shared components and the brand colour palette; which helps to create a uniformed, consistent feel from white paper to website.

It's been great to work with Jordan and the Future Wealth team recently, to create a younger and less formal sub-identit...
14/06/2024

It's been great to work with Jordan and the Future Wealth team recently, to create a younger and less formal sub-identity concept – whilst staying within their brand playbook.

This project took the FWM core visual foundations, and re-applied them to create a design system that is more playful; by leaning into refined layouts, bolder type, and a mini collection of illustrations.

Our aim was to interact with a younger audience at the start of their financial journey, and make the wealth management process feel more approachable.

As a long time F1 fan and graphic designer, it’s been surreal to create some social graphics for the guys and girls in o...
09/06/2024

As a long time F1 fan and graphic designer, it’s been surreal to create some social graphics for the guys and girls in orange.

Looking forward to lights out in Canada! Let’s go Lando 🟠🇬🇧

Great to team up again with David and Xylon, having recently worked together as part of the marketing & design team at S...
03/05/2024

Great to team up again with David and Xylon, having recently worked together as part of the marketing & design team at Supersapiens!

The guys are (literally) always on the move, and are now sharing all of their wisdom and painful jokes through the One Percent Better podcast. They discuss all levels of sports science, nutrition, and performance stories.

Our work included a responsive logo, social media templates, and streaming assets – uniformed to deliver a considered and versatile look.

You can listen to their latest episode, here:
https://open.spotify.com/show/4bG2U3dciEduX8c3PUtkrQ

Here's a quick look at my recent work with Joshua Pond and the Amplify Recruitment team – creating an updated identity, ...
11/04/2024

Here's a quick look at my recent work with Joshua Pond and the Amplify Recruitment team – creating an updated identity, and new website.

Our aim was to reposition Amplify's look and feel slightly, to better reflect the team's mission and true personality. We've completed a bunch of work that includes a refined logo, bespoke brand toolkit, animated stickers, PDF templates, and an updated website: https://www.amplifyrecruitment.com/

Last year I was invited to work with the guys at Oxygen Strategy to create their new visual identity. 🏥 💻 They're a Lond...
28/11/2023

Last year I was invited to work with the guys at Oxygen Strategy to create their new visual identity. 🏥 💻

They're a London based team of health policy experts; working for pharmaceutical companies, biotech firms, and patient charities. They support their clients with medical product launch support, brand campaigns, public affairs consulting, and external relations management.

Before our project, they had an original logo but lacked a consistent and structured design system – including visual elements, and uniformed assets. Their original logo wasn't responsive, and it was out of touch with the company's personality – their comms weren't quite hitting the spot when looking to engage with their target audience.

For our project, we wanted to correct these problems – delivering a clear and consistent identity, that can be carried through future touch points and beyond.

The final result was a 'O' based letter mark that delivered strategy and progress-focused connotations. The logo looks to encourage collaborative working, and moving with intent – whilst keeping the overall look and feel calm and considered.

I carried these points through supporting assets – encouraging white space, bold colours, and curved elements.

One thing I love about being a freelance graphic designer, is getting the opportunity to work on projects that are a lit...
16/11/2023

One thing I love about being a freelance graphic designer, is getting the opportunity to work on projects that are a little different! 🌊 🏄‍♀️

Here's a quick look at some of the designs created, as part of my project with Beachbum. We teamed up to create their visual identity, supporting assets, and paddle board range.

They're strong believers of having a good time and experiencing life to the maximum. The goal was to create an outgoing identity for their quality, affordable boards. Beachbum looks to engage a community that love to explore, and prioritise health, mindset, and well-being.

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