Cat Wall
Copywriter · Illustrator
6 articles · Mar 2023 — Jun 2025
Articles & interviews
- Ali Ozden Discusses Building Brands with Human-Centered Design
The Brand Identity · Jun 20, 2025 · Interview
The Brand Identity’s interview with Universal Favourite’s Creative Director Ali Ozden explores his approach to building brands through authentic, human experiences. Ozden discusses the studio’s award-winning work for The Dinner Ladies, the importance of client trust, and the evolving role of design in a global, AI-influenced landscape. He also reflects on his career path, leadership lessons, and the value of versatility in design.
- New Branding for The Dinner Ladies by Universal Favourite
BP&O · Sep 24, 2024
BP&O features Universal Favourite’s rebrand for Australian frozen meal delivery service The Dinner Ladies. The project refreshes the 17-year-old brand with a new heart motif, expressive illustrations by Jake Foreman, and a confident tone of voice developed with copywriter Cat Wall. The identity combines a warm, textural aesthetic with bold typography and a refined color palette to stand out in a crowded market.
- The Edit: five projects including Lava’s vibrantly ‘smeared’ identity for Dutch festival Smeerboel
The Brand Identity · Apr 10, 2024
The Brand Identity’s April 2024 edition of 'The Edit' spotlights five global design projects, including Lava’s dynamic identity for Dutch festival Smeerboel, Studio VEH’s gemstone-inspired rebrand for Lena Schleweis, and Universal Favourite’s fintech rebrand for x15ventures. It also features LG2’s vibrant festival identity for Les Francos de Montréal and Riptype Foundry’s new typeface, Office Regular. The roundup highlights trends in interactive tools, geometric typography, and expressive colour systems.
- New Logo & Branding for Wholesome by Universal Favourite
BP&O · Dec 7, 2023
BP&O features Universal Favourite’s branding for Australian online grocery brand Wholesome, which unites ethical and sustainable product categories under the concept of 'eco-health'. The identity uses a custom typeface called Gooper, a playful logo, hand-drawn iconography, and a bright pastel palette to convey optimism and approachability. The project includes a full visual and verbal identity, photography, and website design that balance character with clarity.
- Monkey Baa Theatre Co. by Universal Favourite
BP&O · Oct 10, 2023
BP&O features Universal Favourite’s rebrand for Sydney-based Monkey Baa Theatre Co., a children’s theatre company. The new identity uses the slab-serif Sebenta and geometric Gellix typefaces, playful character illustrations, and a warm tone of voice developed with copywriter Cat Wall. The project aims to capture the imagination and emotional range of young audiences while refreshing the theatre’s visual and verbal presence.
- New Brand Identity for Ortto by Christopher Doyle & Co.
BP&O · Mar 21, 2023
BP&O features Christopher Doyle & Co.'s rebrand of marketing automation platform Ortto, formerly Autopilot. The project includes a new name, modular motion-based identity, and humanized visual language supported by illustration, type, and tone of voice. The identity balances technical efficiency with approachability through color, motion, and copywriting.
Christopher Doyle & Co.Orttobranding