about
The person
behind the work.
12 years of practice. Hundreds of decisions per project. One consistent belief — that design done right changes how people feel about a brand before they say a word.
(mael voss)
(based in nyc)
He is an independent designer who believes the best brands are built on conviction — not trend.
For over a decade he has worked at the intersection of brand identity, editorial design, and creative strategy — helping founders and studios define not just how they look, but how they think, speak, and show up in the world.
I started out wanting to make things look beautiful. Somewhere along the way I realised that wasn't enough — that the most powerful design isn't the kind that impresses other designers, it's the kind that makes a business impossible to ignore. That's what I've been chasing ever since.
philosophy
How i think.
Strategy before aesthetics
Every visual decision should be answerable. If you can't explain why a typeface, a color, or a layout choice serves the brand's purpose — it doesn't belong there. Beauty is a result of clarity, not a substitute for it.
Collaboration is not a feature
The best work happens when the client is a partner, not an approver. I build that into the process from day one — not because it's easier, but because it produces better outcomes every single time.
Design systems over one-offs
A great logo is worthless without a system that scales it. Every project I deliver is built to grow — a cohesive set of decisions that works on a business card and a billboard, today and five years from now.