brand design
Purpose, 2023This project focuses on the social issue of loneliness caused by COVID. I created a brand name Purpose, with goals to ease social anxiety, loneliness and depression caused by the pandemic. Purpose is promoted through social media campaigns, merch and school events. The Purpose app is a daily mood tracker with journaling and meditating functions.
Origins Rebrand, 2023
The rebranding design for Origins aims to attract audiences of all ages with a simple and minimalistic approach. The emphasis is on the content inside, complemented by muted and less saturated colors. Three logo variations add versatility and charm to the brand, making it appealing to a wide range of individuals.
Top Pot visual identity design, 2023
Grand opening poster and raffle ticket design for hot pot restaurant Top Pot, located in New Jersey.
LEGO Gift Brand Guidelines, 2023
In my junior branding course, I undertook the task of devising a new feature and brand visual guideline for LEGO. The concept involves entrusting the design process to the users themselves, enabling them to submit their creations through various categories like architecture, people, animals, and home décor via the LEGO website. By implementing this innovative approach, LEGO not only taps into the preferences of Millennials and Gen Z but also fosters a profound and personal connection with its user base, forging deep emotional bonds. The brand extension, known as LEGO Gift, strengthens the relationship between LEGO and its audience through a personalized and heartfelt experience, solidifying the brand's relevance in the market.