About

I'm Ashley Karen. A brand identity designer and creative director based in Italy, with South African roots and a lifelong obsession with food, culture, and the stories that sit behind both.

I work with founders and growing businesses who are ready to look like they mean it. Most of background has been in hospitality while building my design business, which means I understand the worlds my clients often come from, the texture of a restaurant, the rhythm of a food brand, and the sensibility of a lifestyle magazine. That context shapes how I design and inportance of storytelling.

Every project starts with a real conversation. I want to understand not just what you need, but why your business exists and what it stands for. That's where good design comes from - not from trends, but from truth.

When I'm not working with clients, I draw the places I travel and the food I love - available as prints in the shop.

Person sitting at a desk in an office with a computer and decor.

What I believe in...

Intention - Nothing I make is accidental. Every decision has a reason. Design that goes beyond visuals, leaving lasting impressions.

Authenticity - Your brand should feel like you, not like a template someone else wore first.

Connection - Good design doesn't exist in isolation, and neither do I. For my clients, that means access to a wider network when they need it.

Craft — I care about the details. Always.

Do you think we are a good fit?

Let's see!

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