BRANDING

BRAND BOOK/ BRAND IDENTITIES GUIDELINES/ VISUAL ARTS & DIRECTIONS

My Branding Works Showcase

let's take a look through my branding works

US BUILDINGS

(USB)

Specializes in the heavy - construction industry. USB delivers comprehensive solutions in the design, fabrication, and erection of high-quality pre-engineered steel structures.

My Inputs / S.O.W

Challenges

Brand appearance was quite old-fashioned & cold.

Brand awareness was low, not customers' TOM.

Lacked of consistence. Hard for internal team to use & adapt.

Did not have approved brand identity/ guidelines/ art direction yet.

Strategic

& Planning Development

Led brainstorming sess-ions to define USB's brand identity with a strong focus on B2B market needs & values.
Developed a detailed project timeline & plan.

Design

Execution

Used Ai & Ps to create a sophisticated visual identity.
Designed Marketing materials that appeal to business clients, focusing on clarity & professionalism.

Quality Assurance

Conduct thorough cus-tomers' reviews to ensure all brand elements meet the standard expected.

Launch & Training

Announce the new guidelines to corp-orate partners & internal teams.
Conducted training sessions to ensure the S & M effectively use the brand assets.

J2BD

Built an official, comprehensive USB brand guidelines document.

To define the rules & standards to communicate how the brand should be represented globally.

For who: In-house employees, Designers, Suppliers/ Agencies/ Vendors.

Objectives

Aa

SVN Poppins

Geometric in style, clean, playful, modern, natural & professional.
Use for headlines & paragraphs.

Aa

Playfair Display

Combined with Poppins helps bring harmony & represents our products' key value & durability throughout time.

Key Deliverables

An official approved brand book/ guidelines for the very first time, including:

Verbal Identity:

Audience Persona, Brand Story, Values, Vision, Mission, Message, Touchpoints, Tone of Voice.

Principles:

Logo, Grid System, Anatomy, Exclusion Zone, Lockup, Resize, Layout Structure, Key Visual, Typography, CTA.

Banner, Moodboard, Social Media Kit.
Stationery, Icon Set.

# 152E57

# E6E7E8

# ECAB44

# 949598

The wordmark

The brandmark

Achievements

Explosive Brand Recognition in the first month:

Increased brand awareness by over 80%.
Affirmed strong influence & attracted widespread attention.

Impressive Brand Transformation:

Transformed from an old Product-centric philosophy to a new Customer-centric brand.
Came up with a new motto & manifesto with functional & emotional support.
Positioned a unique & different brand, building reputation & value in the industry.

** Some pages of the Brand Guidelines

DURABLE LIKE STEEL

TIEM HOA GIAY

(THG)

My Inputs / S.O.W

Nestled in the heart of Vũng Tàu, a charming coffee shop & green space, Tiem Hoa Giay provides homemade cafe delights, breakfast, and DIY workshops, along with an event space for lease.

Challenges

New brand. Direct/ Indirect competitors are varied.

Hard to create a good first impression if do not have an attractive brand appearance & be unique at first sight.

Did not have approved brand identity/ guidelines/ art direction yet.

Lacked of consistence. Hard for internal team to use & adapt.

Concept

Development

Facilitated creative brainstorming to cap-ture brand essence & appeal to individual consumers.
Focused on creating a brand story that connects emotionally with TA & emphasizes the unique retreat experience.