Hi,
I'm ANT SIMMONS
Projects
Projects
Design Process
Process
About Me
About
Hire Me
Contact
BRAND DESIGNER
Brand Identity Systems for Businesses That Compete on a Shelf, a Screen, and a Search Result
Nine years building brands, three of them from zero. I handle the identity — mark, type, colour, guidelines — and then the campaigns, products, and sites that carry it. My own brand, Design Foodie, hit 341 sales and Etsy Star Seller in its first year across 74 products.
There are three ways to stand next to a brand. You own it, you build it for someone else, or you steward one you'll never own. I've done all three — Design Foodie is mine, The Relatable Executive I built from a single book cover, and Sports Illustrated I held intact across 10+ retail programs. That's where the judgment comes from.
Walmart • Target • Kohl’s • Best Buy • Costco Own it. Build it. Steward it.
AI-assisted exploration • Production Artwork • Cover Refinement
JOB JOY
Book Cover Design, AI-Assisted Creative Development & Publishing Campaign
Brand Identity • Visual Systems • Guidelines & Campaigns
BRAND IDENTITY
One brand I own, one I built, one I stewarded — the three positions a designer can hold, and what each one taught me
Sports Illustrated — Licensed Brand Execution at Retail
The brand I stewarded. Sports Illustrated's identity held intact across 10+ retail programs in Walmart, Target and Best Buy — none of it mine to change.
Design Foodie — Brand Built and Run End to End
The brand I own. Founded it, built the identity and product system, and still run it — 341 sales, 74 products and Star Seller in year one.
MHP & MuscleMeds — Brand Systems Across Three Labels
Brand and product systems across MHP, MuscleMeds and Fit & Lean — identity, labels, campaign visuals and the e-commerce content that carried them.
Simrock & The Relatable Executive — Brand Refresh and Site Build
The brand I built. A venture studio and the ecosystem under it — The Relatable Executive extended from one book cover into a series, a trademarked framework and a full site.
Services
What I do
Four ways I work with brands. Every one of them I've done on a live business with money on the line — my own, my clients', and inside three companies where the brand had to survive a print run, a retail shelf, and an Amazon listing.
Brand Identity Systems
A mark, type system, palette, and a guidelines doc your team can actually use. Built the same way I built Design Foodie's, which now holds 74 products together without me touching every one.
You get
- Logo and mark development, with full lockup set
- Typography system and colour palette
- Visual language that holds across every touchpoint
- Rebrands and identity refreshes
- Brand guidelines a non-designer can actually follow
For you if: there are four versions of your logo in circulation and nobody knows which one is current.
Production Artwork & Positioning
The thinking that has to happen before the design does. Who you're for, what you stand for, and why anyone should choose you.
You get
- Positioning: who you're for and why they should care
- Competitive differentiation and audience definition
- Messaging, naming, and brand architecture
- Translating business strategy into creative direction
- A written brand platform your whole team can work from
For you if: three people on your team describe the business three different ways.
E-Commerce & Brand Content
The content that carries your brand once it launches. At MHP I rebuilt product pages and campaign creative across three labels; those initiatives contributed to $11K+ in weekly direct sales.
You get
- Product and lifestyle imagery direction
- Listing and PDP image sets sequenced to argue, not just display
- Social templates and campaign systems
- Email, launch, and promotional creative
- Social, campaign, and email creative
For you if: your site, your listings and your Instagram look like three separate companies.
Brand Identity & Launch Systems
Identity work for products and small businesses, built with production in mind from the start.
You get
- Logo and identity system
- Colour, type, and layout rules
- Label and packaging systems built from the identity
- Presentation and sales-sheet templates
- Launch campaign assets
For you if: you're launching and you'd rather hire one person than coordinate four.
01
Call
Twenty minutes on what the product is, where it's selling, and when it ships. If I'm not the right fit, I'll say so.
02
Scope and quote
A written scope with deliverables, revision rounds, and a fixed price. No hourly surprises.
03
Design
Concepts, then refinement against your feedback. You see real layouts, not mood boards.
04
Production
Final files, a guidelines document, and the templates you need to keep using it. Done means you can run it without me.
Have a brand that needs to look like it means it?
Tell me what it is, where it's selling, and when it ships. I'll tell you straight whether I'm the right person for it.
Anthony@Asredesign.comEvery project is quoted fixed-price after a short call.
Experiences
I build brand identity systems that take a business from concept to shelf and drive performance across both in-store and e-commerce touchpoint. My work combines visual craft with the discipline to keep a brand recognizable everywhere it appears.
Experienced in building identity systems for consumer product, skincare, nutrition, consulting, and nonprofit brands — including one I founded and run myself. I specialize in translating what a business actually stands for into a visual language its customers recognize on sight.
Brand Identity
Marks, typography, colour and the rules that hold them together. The Relatable Executive started as one book cover and became a three-book visual system with a trademarked framework attached. Design Foodie's system keeps 74 products consistent.
Brand Strategy
Who you're for, what you stand for, why anyone should pick you. I do this thinking before design starts — and I've had to do it for my own business, where getting the positioning wrong costs me sales, not a client's.
Product & Brand Integration
Brands come apart in the handoff between design, product and sales. At MHP I sat between all three across MHP, MuscleMeds and Fit & Lean, keeping one voice from the label through to the ad.
Retail & E-commerce Systems
Site, listings, campaigns, social, product — built from one identity so nothing looks borrowed. I've done it for Amerex across Costco, Kohl's, BJ's and Macy's, and I do it weekly for my own storefront.
References
My references can speak to my ability to lead complex design projects, consistently meet deadlines, and collaborate seamlessly across teams. They can attest to my strong work ethic, sharp attention to detail, and creative problem-solving approach—offering a clear endorsement of the value I bring to every project.
“Working with Anthony was a delight. His attention to detail and firm understanding of each project or campaign allowed us to complete over 100 projects in less than a year. Anthony consistently demonstrated exceptional design skills, making him an invaluable asset to any campaign. His ability to seamlessly integrate creativity with efficiency ensured our projects were not only completed on time but also to the highest standard.”
“It's been an absolute pleasure having you as a part of our team, and your contributions have truly made a difference. Your creativity, and accountability for your work have always been a sight to behold. From the spectacular animation video on TikTok to the striking graphics on our other social media platforms, you’ve left a remarkable imprint on our organization. Such things will always remind us about the contribution that you did to us, Anthony. Please remember that the door to our organization is always open for you, we would be more than happy to welcome you back. Take care of yourself, Ant. As you venture onto new projects and challenges, remember that you have a team here cheering you on.”
Clients
I’ve partnered with these companies to deliver comprehensive graphic design solutions—including full brand identity overhauls, packaging design, and cross-platform visuals for web, media, and social promotional campaigns.
Creative Background
I build brands for businesses that have to make money from them. I founded Design Foodie in 2024 and grew it to 341 sales, 74 products and Etsy Star Seller status inside a year — identity, pricing, listings and marketing, all mine. I took a single book cover for The Relatable Executive and built it out into a three-book series, a trademarked framework, an assessment tool and a full site. At Sports Illustrated I kept one licensed identity intact across 10+ retail programs. Different scales, same job: make the brand hold together everywhere a customer runs into it.
How long have I been a designer?
Nine years, starting in franchise and marketing design and moving into brand. Along the way: three supplement labels at MHP, national retail brands at Amerex, three Great Clips franchises, and since 2024 my own product brand plus The Relatable Executive.
What makes me different?
Most brand designers hand over a logo and a PDF. I've had to live with my own systems afterwards — running a 74-product catalogue, watching which listings convert, fixing what broke. That changes what you build. At Amerex, design and visual strategy were credited with 39% of a 223% year-over-year jump in digital sales. At Great Clips, campaign work lifted first-quarter product sales 57%.
This allows me to move quickly from concept to execution while maintaining quality, consistency, and real-world feasibility.
What tools and software do I use in your design?
I work in Adobe Illustrator, Photoshop, and InDesign for identity systems, typography, and production artwork, Figma for layout and prototyping, and Webflow for brand-led sites. I also use AI tools inside real production work — concept exploration, image extension, and mockup rendering — to move faster without losing creative control.
Am I also available for freelance work?
Yes — I'm available for full-time, contract, and freelance brand work: identity systems, rebrands, brand guidelines, and the campaign and product design that follows. I work fixed-price on freelance projects, quoted after a short call.
What industries do I specialize in?
Consumer Products & Retail Brands — Identity systems for skincare, nutrition, and consumer product brands, carried through packaging and product.
E-commerce & Product Marketing — Brand-consistent e-commerce, campaign, and launch creative that looks like the same company everywhere.