Logo & Brand Identity
Strategy is essential for logo & brand identity projects. My process begins with learning about the company’s essence and understanding its customers needs.
Re-brand
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Productiv
I led a full-scale brand redesign, working directly with the CEO and CMO to ensure the new identity reflected the company’s vision and strategy.
With an eight-month timeline to launch a new website, I simultaneously developed the brand guidelines and website design. Acting as Art Director,
I collaborated with a junior designer and a production agency, creating core templates and systems that could be efficiently translated into all brand
assets. The initial design included a shape system (shown below), which was used for approximately six months before evolving into a refreshed
visual language featuring gradients and glows in the next redesign. This process balanced strategic thinking, hands-on design, and cross-functional
collaboration to deliver a cohesive, adaptable, and launch-ready brand identity.
Gradient & Glows
Below, the company went through a second brand update. Over a three-month period, customer surveys and data were collected, revealing that the original shape system felt too playful for the audience. This insight led to a new concept, introducing gradients and glows for a more refined visual language. Throughout the update, the brand was also simplified to create a cleaner, more cohesive identity.
Brand Identity
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Pulse
For Pulse, I developed a comprehensive brand identity that captures the energy, clarity, and innovation at the heart of the brand. The process began
with understanding the company’s mission, values, and audience, ensuring every visual element resonated with its core purpose. I designed a versatile
logo, a bold color palette, and a unique pulse shape that could be adapted for different branded moments, creating a dynamic and recognizable visual
language. The identity was crafted to be flexible yet distinctive, providing a strong foundation for consistent expression across digital, social, and
physical touch points (ex: booklets, SWAG, etc).
