Brand Strategist & Designer
Crafting brands that feel like a memory, so people remember you when it is time to choose.
VAF Tech
After a change of ownership, a gasket manufacturer founded in 1991 set out to win larger B2B customers. A new name, a colour nobody in the category wore and one brand with two voices.
Lily Bailey
For years my own brand came last on my list. A clear position, a night-time nostalgia nobody else in my market owned, and a brand built to step out of a sea of black-and-white portfolios.
Terra Mater
Organic herbal blends from the Mariánská stráň hills, about to go online. A light brand refresh and a packaging system that finally looks as good as what's inside.
About me
Hi, I'm Lily.
I'm a brand strategist and designer. Coming from business and economics, I help established companies figure out what truly makes them worth choosing, then turn it into a brand people remember when it is time to buy.
Off the clock, I'm a Dungeon Master, a metal fan and staff to a very demanding cat.
more about me
My method
How a brand comes to life
A rebrand works best as a series of clear, agreed steps. My method, Rooted to Bloom, takes your company through four phases, from a diagnostic audit to strategy, visual identity and rollout, so you see the direction early and know why every decision works.
Roots
Brand auditEvery project starts here: an honest look at where your brand stands today.
Sprout
Brand strategyThe thinking behind your brand: where you stand, how you speak, what people remember.
Grow
Visual identityYour strategy turned into an identity people recognise at a glance.
Bloom
Brand rolloutYour new brand out in the real world, on the touchpoints that matter.
Before committing to a full rebrand, we map the ground. We start with an in-depth leadership call, followed by my independent review of your brand and competitors. You walk away with a diagnostic deck and clear recommendations you can act on.
What we do
- 90-minute diagnostic call with decision makers
- Audit of your current brand and touchpoints
- Initial market and competitor overview
- Diagnostic deck with findings and recommendations
What you get
- Audit presentation deck and live walkthrough
- Recommended scope and roadmap for the next phases
No two companies need the exact same research depth. Depending on what the audit reveals, we work across three levels: a focused discovery workshop with your leadership team, qualitative interviews with your customers, or full-scale quantitative brand research with a specialised research agency.
What we do
- Discovery workshop or custom qualitative and quantitative research
- Brand positioning and market gap analysis
- Brand attributes and distinctive brand codes
- Messaging, sales arguments and tone of voice
- Naming and renaming (when needed)
What you get
- Complete brand strategy document
- Positioning, messaging and brand codes
You never go into design blind. Before drawing a single logo, I translate the strategy into visual stylescapes so we can agree on the overall feel and direction. Once approved, I build the logo, brand codes (distinctive brand assets) and a complete design system, delivered as a living custom-coded website your team will actually use.
What we do
- Visual stylescapes to align on direction early
- Logo design or careful logo refresh
- Brand codes (distinctive brand assets) and visual system
- Custom typography and brand mascot (when called for)
- Interactive online brand guidelines
What you get
- Complete visual identity and all master files
- Interactive brand guidelines (e.g. brand.yourcompany.com)
A brand only lives where people meet it. I carry your new system onto the touchpoints that matter most for your growth, train your in-house team on how to work with the new guidelines, and support you through the launch. For brands I have built, I can also stay on as an external art director.
What we do
- Web design and digital templates
- Packaging, label systems, print, signage and merch
- Social media templates and launch campaigns
- Team training, launch support and ongoing art direction
What you get
- Production-ready real-world touchpoints
- A confident team and a consistent brand after launch
Brands I've worked with
Lily is far more than a designer. After Cronex, we trusted her to rethink VAF Tech. She actively engaged our executive team to solve core business bottlenecks. Through her strategic vision, VAF Tech evolved from a local garage into a confident, premium B2B partner. An invaluable asset.
Lily is my go-to partner for projects demanding senior-level expertise. What truly sets her apart is her strategic overlap—she seamlessly connects graphic design with real-world marketing, brand building, and consumer psychology. Her work consistently drives a massive impact.
Lily goes far beyond design. She owns the entire process, from strategy to flawless visual execution, with zero hand-holding. A truly senior partner.
Lily works at the level of an art director. She brings a fresh, well-argued perspective, precision, and the confidence to challenge even seasoned industry veterans.