In February 2022, Alex led a strategy and art direction project for Ember, an all-electric bus company located in Edinburgh. Ember was in need of a comprehensive articulation of their mission, vision, and values, along with a visual makeover to prepare for their upcoming multi-million pound investment round. To achieve this, Alex conducted a workshop with Ember's co-founders, aiming to align them on the company's fundamental promises and aspirations. Following the workshop, Alex consolidated Ember's core values of simplicity, tech-centricity, and optimism into a cohesive visual identity system, which was subsequently implemented nationwide.