Design thinking meets corporate strategy
Brand identity redesign for growing digital products
My responsibilities
In the role of brand strategist, I worked with the stakeholders to identify brand attributes and help define the voice of the company. I also conducted competitive research to analyze the company’s strengths and weaknesses. Based on the stakeholders' input, I developed brand guidelines to promote the company across various channels.
Status
Sep–Dec 2020
Client
Salus
Sector
EHS Compliance
Team
Barbie Singla–Product Manager
UBC's Design Team
About project
myPDx is a collaborative project between MY, the University of British Columbia (UBC), StonePaper, and Canada's Digital Technology Supercluster (CDTS). myPDx introduces a novel approach to addressing the challenge of protecting the privacy and security of individuals’ health information while enabling data sharing for research and business purposes.
I created a workshop with the CEO, CTO, and COO in order to discover the brand personality, its mission, and value proposition. The inputs gathered from this discussion informed the design of Salus's brand identity.
Logo exploration
Based on the brand attributes, I explored logo ideas that not only captured Salus's services but also showcased the company's spirit and culture.
Stylescapes
The stylescape became an important design artifact to get the team discuss and agree on the brand's visual language.
Phase 1
Phase 2
Phase 3
Online presence
With the stylescape finalized, I built a prototype of the website homepage redesign.
My responsibilities
As the chief graphic designer, I was responsible for designing all creative assets for DynAdmic's offices around the globe. I created the visual language that could be used consistently across multiple communication channels and reflected the company's spirit and culture.
Status
2016–2018
Client
DynAdmic
Sector
Digital Marketing
Team
Barbie Singla–Product Manager
UBC's Design Team
About project
myPDx is a collaborative project between MY, the University of British Columbia (UBC), StonePaper, and Canada's Digital Technology Supercluster (CDTS). myPDx introduces a novel approach to addressing the challenge of protecting the privacy and security of individuals’ health information while enabling data sharing for research and business purposes.
Standardize logo
One of the first tasks I undertook was standardizing DynAdmic's current logo to ensure it was used properly across all design artifacts.
Collateral design
The collateral items included business cards for the sales team and promotional documents of DynAdmic’s capabilities and new features.
Business card
One pagers
Event creative assets
This is a welcome kit for DynAdmic Corp.’s Brazil office to attend Marketing Network Brazil (MNB) Event as its sponsor.
Pull tab card with voucher inside
Pull tab card with voucher inside
Motion infographics
I created a series of motion infographics in different languages to communicate DynAdmic's capabilities and new features to potential business partners in a succinct and engaging manner.
Website redesign
The project served to give DynAdmic’s website a fresh new look and informed the company’s clients of its mission, technology, and previous campaigns’ results. The website was tailored to the particular needs of each office. For example, the U.S. and Europe’s website focused more on promotional documents while the Latin America’s has its own integrated social media platform for event posts.
Please check the website prototype below.
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Reimagine English teaching for K-12 students
Brand identity redesign for growing digital products
