Branding
Aside from creating a memorable impression on users, I use branding to help create value for the company. Purchases, for me, are largely emotional, and branding creates and keeps that emotional connection with our customers.
Fabtex: From Quasi-Luxurious to Approachable
The old Fabtex went for an upscale-looking brand even though it catered to economy to mid-range clients. I redesigned it to match its strength— friendly service, and reasonably-priced, quality products.
Before
The old brand also struggled with brand consistency— using 3 logo variations across materials.
After
A more approachable and consistent brand thru more realistic (3D) imagery and of people, plus a conversational tone & voice.
Website design
E-newsletter gifs
Business cards with QR codes
Tradeshow Booth
Swag
Catalogs
Ebanel: From Clinical to Californian
The original Ebanel was overly focused on features and buzzwords as inspired by its Amazon competitors. It only showed product imagery and was stuck with a clinical look even though its main market is female. There was also no brand story.
Before
After
I proposed rebranding Ebanel into a fun, female California brand. One look at Ebanel and you are transported to a sunny, carefree day in California. Whether in downtown or at the beach, you're simply enjoying your day as Ebanel's got your back and you're not worried about how you look.
Product Catalog
Tradeshow booth
Packaging
Photography
Style Guide
E-blast animations
Gift with Purchase
E-blast gifs
Ephemera
CNC Factory: Elevated Badassery
The old CNC Factory was reflective of their earlier mom & pop shop status. As the company grew and developed 5th generation machines, the brand had to catch up with an updated design for its world-class offerings... all without losing its "badass" look.
Before
Brochures & Manuals
Website
After
E-brochures
Print ads
E-blast gif
Trade show giveaways
Trade show booth
Website
Powerpoint slide
Trade Show Magazine
HDI: Keeping it corporate, but radiating with values
The original HDI looked like your textbook early 2000 corporate template: the swirls, the gradients, the stock photography.
Before
The Chairman thought its identity needed to reflect its values of "Live, Learn, Love". Each subsidiary also had to keep its individuality, yet was cohesive under one umbrella.
Together with Marc & Chantal of Hong Kong, my team developed this brand identity that assigned a color for every subsidiary while following standard corporate brand elements.
We also softened the look with more neutrals, hand-drawn/ made illustrations, and real-life imagery. This brand was rolled out in 6 countries and 3 languages.
After
Gold Medal Estates: drawing from directives
I usually work with brands that already have a logo and established style.... but once in a while I get that request to create one from scratch. For Gold Medal Estates, the owners had a particular design in their minds that they wanted fleshed out. This is one example of me simply following the client's lead.
Their inspiration-slash-mandate
The final product
LOGO
BROCHURES
