Design Portfolio

03

United Overseas Bank

Reimagining the future of banking for the mass affluents of Southeast Asia

04 Brand Identity Revitalization

07 Personal Financial Services Transformation

19

2K Games

An epic odyssey through time and civilizations, tailor-made for mobile

UOB stands as a prominent bank in Asia, weaving its operations through our central hub in Singapore and banking branches in China, Indonesia, Malaysia, Thailand, and Vietnam.

The bank’s influence extends across the globe, with a network encompassing approximately 500 offices spread across 19 countries and territories in Asia Pacific, Europe, and North America.

United Overseas Bank Limited Brand Revitalisation

BACKGROUND

When UOB’s stakeholders stood up and unveiled a new purpose for the company—to reimagine banking for people—we helped to announce it to the world. We created a visual language that stayed true to the brand’s heritage but was more human, demonstrating a company striving to transform.

THE PROBLEM STATEMENT

In an intensely competitive industry dominated by global banking players, UOB’s growth was flat, languishing in 40th place on the industry rankings.

As an 87-year-old bank steeped in Asian culture and values, what could UOB do to compete?

HOW IS IT DONE?

Instead of appealing to the ‘generic’ international global elite like every other bank, UOB doubled down on its humble Asian values to showcase its transformation to be future-ready in the new banking era.

We believe in getting to know our customers on a personal level using a combination of data and relationship-led insights as the cornerstone of our commitment to always doing right by you.

RESEARCH INSIGHTS

The brand strategy was formulated from three main elements: stakeholders’ and users’ perspectives, the competitive environment, and the target audience’s behavior. These are the insights gathered throughout the research.

Stakeholders

SVPs and EVPs from various business units, along with the Managing Director, firmly believe UOB should deliver a more personalized financial experience aligned with four key pillars; United, Committed, Enterprising, and Honorable.

Competitors

◦ A growing number of competitors are pushing to make banking more personal and human.

◦ In the digital era, customer behaviors are dramatically different from what they were before. Signaling the need for a new kind of banking.

Audience

In the age of smartphones, big data, and sharing economy, customers expect banks to deliver banking that is simple, seamless, and invisible so they can spend more time with those they love and care about.

In our efforts to revitalize the UOB brand, we've updated the logo's primary color palette with the welcoming shades of 'Sure Blue' and 'ASEAN Red'. These vibrant colors reflect UOB's deep connection to its Asian heritage and Southeast Asian origins, symbolizing a strong sense of hope and positivity for the region.

AEIO-U 2021$

This is Hero New, like any superhero worth their salt, Miles Newlyn’s powerful geometric sans is dedicated to civic duty. Driven to disseminate mission-critical communications around the globe, New Hero is a force to be reckoned with.

Boasting 10 wide-ranging weights from crystalline Hairline to the über-punchy Super, companion italics, small caps, and Cyrillic and Greek, New Hero is a geometric sans designed for maximum impact.

To deliver on its ‘Purpose’, UOB will double down on three strategic areas –Connectivity, Personalisation and Sustainability. sustainability simple for business.

United Overseas Bank Limited

Personal Financial Services Transformation

As part of the brand transformation, we are extending the revamped approach to the UOB website, which serves as

We rely on financial services every day of our lives, from the smallest of moments—paying your friend back for lunch—to the biggest, like applying for a mortgage. And that's why it's crucial we design them well.

As a dynamic bank growing through digital transformation, how can we reinforce our new brand strategy and bring coherent design on the web in positioning UOB as the most humanizing bank in Southeast Asia?

By applying innovation at scale through customercentered design, we helped UOB by developing new ways of thinking and working that put customers at the center of

This meant that rather than focusing purely on the products, we also aimed to create experiences reflecting how customers used—and expect from their banks.

We don’t just think about the key moments that define our lives, we own them. We take charge of what needs to be done, and create products, services, and experience that make a difference to you in ways that matters most.

The good, the bad, the ugly, the wonderful, the thing that makes your heart skip a beat—life in all it’s beauty and madness.

The milestones that lead to discovery. The new job, a bonus, a new child on the way, a new home to call our own, a nest egg for rainy days—the key moments that shape our financial health.

We embed that in our customer journey design, not just digital but also human experiences because we want to bring both digital and the human touch to our entire offering.

Special pages based on KLM and needs

Aggregation of products in contextual manner.

Forward-thinking segments Special solutions for women, sustainability, etc.

Thought leadership content Special page for white papers, design, etc.

Product specific content For those who know what they want.

FORMULATED BRAND CONCEPT

The brand identity development was aimed at positioning UOB's unfair advantage to deliver the most humanizing experience in Singapore and the rest of Asia.

Big idea

To deliver a truly personalized financial experience, no matter the customer's life stage or lifestyle. We ensure that each experience customers have should be easy, clear, and compelling.

Positioning

“We sought to position UOB as the most humanizing bank in Singapore through brand identity development.”

Brand goal

To create a consultative financial experience that empowers the mass affluent of Southeast Asia to more easily make better financial decisions in their key life moments, now and in the future.

1.

2K Games

Civilization: Reign of Power

BACKGROUND

In the ever-expanding realm of digital entertainment, the much-anticipated launch of a new mobile game promises to redefine strategic gameplay on handheld devices. Set to captivate gamers worldwide, the forthcoming Civilization: Reign of Power, an offshoot of the acclaimed franchise, beckons players to embark on a journey through the annals of history. With its signature blend of diplomacy, exploration, and empire-building, this mobile iteration aims to seamlessly translate the grandeur of Sid Meier's Civilization series onto the smaller screen.

THE PROBLEM STATEMENT

Navigating the intricate equilibrium between fostering innovation and safeguarding the franchise's artistic essence within the confines of a more compact screen, tailored for the convenience of on-the-go players, all the while upholding the familiar mechanics and profound complexity, stands as the paramount challenge at hand.

Six Eras, Three Art Styles

Civilization stands as a timeless classic with a global resonance, weaving its narrative seamlessly through the tapestry of different historical epochs.

Recognizing its pervasive influence and enduring appeal, we embarked on a meticulous journey to curate and craft the complete visual identity system for this iconic game.

Rooted in the overarching theme of "era," our design ethos seeks to encapsulate the essence of each distinct period, seamlessly blending the past with the present. This approach not only pays homage to the game's rich legacy but also serves as a visual testament to the interconnectedness of history, making this Civilization game an immersive and engaging experience for players.

Color: Inheritance + Improvement

The game's user interface employs a fresh and clear blue and gold color scheme, appealing to younger players. Additionally, each of the six eras in the game features a distinct color palette reflecting their unique characteristics, enhancing both aesthetic appeal and thematic storytelling.

User Interface

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Through their mission of Technology for mankind, kindness for the world, Oppo strongly believes that technological innovations should always aim to create better products to provide a better intelligent life for global users. Technology shows its value when it truly benefits people.

Oppo

Find X & Reno collaterals art direction

BACKGROUND

Oppo employs a dynamic strategy to compete globally in the smartphone market. With a focus on innovation, the company integrates cutting-edge features, while a diverse product portfolio allows it to compete effectively in both mid-range and high-end segments.

THE PROBLEM STATEMENT

The saturation of mature dominated by established players like Samsung and Apple. Addressing perceived product similarities and fostering brand differentiation are significant obstacles Oppo has to overcome.

HOW IS IT DONE?

By adopting a strategic visual approach. We are directing efforts toward the creation of distinctive and visually captivating features, incorporating innovative design elements, unique color schemes, and recognizable aesthetics. This intentional focus on crafting a strong visual identity aligns with Oppo's commitment to pushing boundaries and redefining what’s possible.

In alignment with Oppo's overarching brand ethos, encapsulated in the mission statement "Technology for Mankind, Kindness for the World", the Find X5 series epitomizes Oppo's unwavering commitment to crafting technology solutions centered around the human experience. This commitment is manifested in the meticulous incorporation of user-centric features and designs, with a strategic focus on enhancing the daily lives of its users.

Oppo

Commisioned Illustrations

HOW IS IT DONE?

In creating an illustration style tailored for Oppo, we ensured seamless integration with their brand identity and the targeted media platforms.

Adhering to our established methodology from previous projects, our primary focus was on meticulously crafting the characters who would play a central role in the illustrations.

HOW IS IT DONE?

Once we had honed in on the character design, our attention naturally shifted to envisioning their surroundings, drawing inspiration from the distinctive ambiance found in Oppo Brand Stores dotted across the Asia Pacific region.

The rationale behind featuring individuals as our starting point is grounded in their inherent constancy within illustrations. By incorporating a singular person or character into the visual narrative, their recurrent presence will probably be pronounced.

This recurrence underscores a deliberate and thoughtful choice in the construction of visual storytelling. By anchoring our narratives in the human experience, we tap into a universal thread that resonates with our diverse audience.

Oppo Global Dream Tour

THE PROBLEM STATEMENT

Amid the onslaught of the coronavirus pandemic, which presented unparalleled challenges on a global scale, numerous individuals faced job losses, businesses shuttered, and economies teetered on the edge of collapse.

In response, we sought an idea that could unite people and foster mutual support to navigate through this crisis.

Embrace Passion, No Hesitation

Opting for a strategic approach to inspire individuals, we turned to a campaign as the most effective means. Harnessing Oppo's extensive Field Force network across Southeast Asia, our goal was to motivate people towards positive actions. Emphasizing the central tenet of Oppo, which is utilizing technology for benevolent purposes, we sought to align the campaign with the brand's core values.

In steering the creative development for the Global Dream Tour campaign, our role encompassed pioneering a fresh design direction and forging a captivating visual language, unseen in OPPO's communications.

Serving as OPPO's esteemed brand and communication design collaborator, we played a pivotal role throughout the entire creative journey, from conceptualization to the full-fledged implementation phase.

During the crucial initial stages of design development, our collaboration with OPPO's internal teams was instrumental in shaping a message that vividly encapsulated OPPO's visionary perspective for the event.

A challenge arose midway when OPPO requested changes to the project's overall theme due to the unexpected outbreak of the coronavirus disease.

This prompted us to pause and reflect on our design direction from a holistic perspective. The inspiration for this innovative design stemmed from a genuine desire to craft a visually impactful complement to the profound message conveyed by these unfolding events.

By harnessing the depth and dimension offered by 3D assets, we found an opportunity to enhance the project in a way that would have been impossible using a traditional 2D approach.

goKampus

Brand Identity Refresh

BACKGROUND

Dissatisfied with its digital footprint, goKampus sought our expertise to overhaul its brand identity, emphasizing a bold, candid, and authentic aesthetic.

We undertook a comprehensive reimagining of goKampus' visual and experiential elements, establishing a robust foundation for all marketing endeavors. This redesign distinctly communicates the brand's positioning and relevance to the Gen Z demographic.

HOW IS IT DONE?

Recognizing the changing dynamics in digital design preferences, we acknowledged that the Millennial-era approach had become outdated for the evolving Gen Z. This realization prompted us to develop a visual direction that is fluid and flexible, adapting to the dynamic nature of today's digital landscape.

Informed by contemporary social media trends, we incorporated tried-and-true elements, such as creative imagery coupled with clever and witty expressions. The accompanying copy, presented in a bold and prominent typeface, aligns with the discerning tastes of Gen Z, offering a more human-centered and engaging approach to digital design.

As a notable player in the education technology sector, goKampus sought a visual identity that would capture the fluidity and authenticity of its user base. The objective was to create an image that not only showcased the company's distinctiveness and boldness in a competitive landscape but also exuded a sense of personal connection, cultivating trust organically.

The new brand identity drew inspiration from the dynamic and sustainable aesthetics prevalent in social media designs. Utilizing creative and witty visuals alongside clever copy presented in a bold typeface, the result aimed to embody the essence of goKampus. The emphasis was on flexibility, sustainability, and vibrancy.

In line with contemporary trends, the content was designed to be shareable, snackable, and scalable—ensuring its seamless integration across various platforms, from Instagram feeds to web banners and print advertisements.

Accessible

Flexibility (Experience)

logogram

goKampus Purple

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hsl(260, 72%, 44%)

cmyk(56, 84, 0, 24)

logotype

goKampus Orange

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rgb(243, 122, 65)

hsl(19, 88%, 60%)

cmyk(0, 50, 73, 5)

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rgb(81, 64, 153)

hsl(251, 41%, 43%)

cmyk(47, 58, 0, 40)

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rgb(25, 6, 74)

hsl(257, 85%, 16%)

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hsl(300, 47%, 34%)

cmyk(0, 64, 0, 50)

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hsl(214, 100%, 99%)

cmyk(3, 2, 0, 0)

Violet

Night Iris

Magenta #802E80

Pearl

The cornerstone of goKampus lies in its mobile application, serving as the keystone for seamless student enrollment in

This initiative encompasses the meticulous enhancement of the user interface in alignment with a comprehensive branding refresh, a meticulous reassessment of the primary user journey, and the formulation of multiple value propositions. These strategic efforts aim to expand the app's offerings not only to students but also to those embarking on their maiden foray into the workforce.

The former application was plagued by a host of glitches and unfinished user experience pathways. The confounding and incomplete content therein serves as the primary source of usability challenges, contributing to a daunting experience for students in secondary education.

By adopting a human-centric methodology allows us to adeptly tailor designs for the digital native demographic and address concerns crucial to both stakeholders and

The interface design prioritized usability, while the user experience underwent meticulous consideration, informed by extensive user research. This approach ensured that each interaction held substantive and meaningful

Every interaction matters

In an era dominated by digital landscapes, the need for contextual flexibility supersedes adherence to rigid regulations. Brands, to remain relevant, must actively engage with individuals within the framework of their specific circumstances, reversing the conventional relationship dynamic.

The task of redesigning a mobile application

Beyond the adoption of human-centered design principles, our approach encompasses a thoughtful consideration of both user and brand perspectives. This dual focus serves as the linchpin in ensuring that interactions not only maintain relevance to users but also contribute to a distinctive and authentic expression of the brand.

Our objective was to pinpoint existing challenges and discover available avenues

Initial insights garnered from stakeholder consultations and user interviews not only validated the initial hypothesis concerning the target audience but also brought to light additional intricacies associated with the

Goal #1 Goal #1

Provide students with information and on-the-spot guidance to help them enroll in their dream universities

Goal #2 Goal #2

Provide workshops and internship opportunities to prepare students for the workplace