Hi, I’m Simona Cellar

I’m a Swiss brand strategist and designer for established and ambitious business owners.

I’m based in Zurich, Switzerland, but have studied and worked in Dallas (US) and London (UK). I have over 15 years of experience in the branding industry: For over 11 years, I’ve worked in branding agencies across Zurich, creating award-winning design solutions, before I set out to do my own thing in 2019.

As a naturally curious but thorough person, I combine a hunger for novelty with extensive research and meticulous attention to detail. I call this process „strategic exploration“ that ensures consistent, long-term success and that I apply in both my work and life.

I believe that life’s purpose is to reach your full potential by becoming the best version of yourself. This can only be accomplished by living an authentic life. My authentic life is rooted in design. And I want to bring out your authentic self through design so other people can see it too.

My values

1. Balance

I believe that all aspects of life are equally important.

2. Curiosity

I always ask questions and search for answers.

3. Exploration

I dig deep and wide to discover significant insights.

4. Novelty

I look for new ways to make things interesting.

5. Maintenance

I strive for consistent and sustainable long-term success.

To transform and grow your visual brand, getting the basics right really make all the difference.

This could be revisiting your brand strategy and improving certain areas that weren’t specific enough yet to help you stand out. Or elevating your visual brand by getting the design basics right and providing a better customer experience that raise the level of professionalism.

These are just a few examples of how we achieve a solid foundation on which you can build a better business.

My design philosophy

Good Design …

1. … is based on strategy and fundamentals, not trends.
2.… is functional and aesthetic.
3.… brings clarity.
4.… is thorough and long-lasting.
5.… is consistent.
6.… speaks to the intended target audience.
7.… happens through collaboration.

“It was a lot of fun working with Simona. She was very professional and included me in the entire process. Thanks to her work, I now have a fresh visual look for my dental office that I identify with very well. Within the first few months I have already received a lot of great feedback from my clients on my new website.”

– Lukas Stucki, Stucki Zahnärzte

My Story

Even as a teenager, I knew that visual communication was my calling.

After studying in the US, I returned to my hometown Zurich to start building my design career – Switzerland is the origin of good design, after all. Over the next 11 years, I enjoyed learning my craft in different design studios and became a professional designer producing award-winning work.

However, something was missing.

I didn’t know what it was, but I knew that I didn’t feel the freedom and sense of excitement I was seeking. My first conclusion was that maybe, the design world wasn’t for me.

“Instead of wondering when your next vacation is, maybe you should set up a life you don’t need to escape from.”

– Seth Godin

So, I put all my time and effort into self-reflection and development. I figured out my values, learned what motivated me and what made me feel alive.

I realized it wasn’t actually the design world that wasn’t a good fit for me. It was just how I was doing it that wasn’t working.

This journey led me to build a design business around my own values. Around what made me feel free and got me excited. And because I’d built my own business on these fundamentals, I recognized that getting the foundation right was the most important part. If you have the fundamentals in place, then everything else aligns. Today, I also base my design process for my clients around this philosophy.

Previous stops

  • gyselroth
  • Keim Identity
  • Meta Design Zurich


  • University of North Texas, Denton, Texas (US)
  • Academy of Art University San Francisco (online course)
  • University of the Arts, London (UK)
  • Ideo U: Designing a business (online course)

Selected Client List

  • Festival da Jazz
  • Flaschenpost
  • Bächli Bergsport
  • Exped
  • Gap’s Cup
  • Raymond-Paul Zurschmitten
  • Patrick Zbinden



Learn more about me and how I can help you