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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.

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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

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Business cards with QR codes

Tradeshow Booth

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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

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Photography

Style Guide

E-blast animations

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Gift with Purchase

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E-blast gifs

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Ephemera

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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

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Website

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After

E-brochures

Print ads

E-blast gif

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Trade show giveaways

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Trade show booth

Website

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Powerpoint slide

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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