About me

I’m Shalom Eshetu, a brand identity designer based in Addis Ababa, Ethiopia, working with founders and operators worldwide. I build brand systems that hold up — not just identities that look right on launch day, but structures that behave correctly over time.

My background is in finance. That shapes how I approach brand work: less as aesthetic exercise, more as infrastructure. Before a mark gets drawn, I want to understand the business — its position, its audience, where it’s going. The logic comes first. The visuals carry it.