Archive

Listening before drawing

I started with conversations, not sketches: the video team, the strategist and the host, to understand what the show was for and how it should feel. It was pitched as a sit-down sharing session, so the identity had to feel like a conversation, not a lecture about money.

Directions explored

Two families came out of it: a structured wordmark with a microphone standing in for the O, and looser, rounded lettering poured into a pot of gold.

Five directions explored · the final mark, bottom right

The mark that stuck

The final kept the rounded lettering and the pot, and added the coins. It reads at thumbnail size, holds up as a sticker, and survives being dropped onto a busy video frame, which is where a podcast logo spends most of its life.

What the redesign changed on the first screen, and why

1. A header with a pulse“Meaningful Real Estate Knowledge” describes the company. “Take back your time.” describes what the visitor wants.
2. No more tapping on nothingv1.0 had a standalone photo that wasn’t interactive, which can confuse people into dead clicks. v2.0 folds the imagery into the header.
3. Copy about them“Want more time, more memories, or a secure future?” puts the visitor in the sentence.
4. A reason to tapA curiosity-led call to action: “It starts with one click.”
5. Proof, up frontThe Google rating moves onto the first screen, before anyone has to scroll for trust.

The same thinking, on landing pages

At I Quadrant I also designed landing pages across funnel flows and travel booking. Every layout, button and scroll was designed with the conversion in mind, not just the look.

The idea

The theme was Investors of Impact: stepping up and making a meaningful impact for yourself and the people you love. The artwork follows a track through life’s ups and downs, while the shapes beside it settle into a square, for guidance and stability, and the four foundations the brand talks about: physical, emotional, mental and spiritual. Freedom, with some structure.

Ideation · the key visual, developed with the Art Director

So the theme didn’t stop at the stage

From there I turned the identity into apparel and merchandise: totes, caps, bottles, card holders and tees, so the theme carried beyond the stage.

The landing pages

I also designed the responsive landing pages. Each edition gets its own theme, which is why this page looks nothing like the merchandise, and why designing for a brand that keeps evolving is its own challenge.

What I hold a landing page to: a headline that hooks, brief copy about the benefit, visuals that earn the attention, something to trust, and one clear call to action. A sales pitch with nothing in the way.

Landing page for a later edition, 15 Nov 2025

Culina · Christmas catalogue

I went dark that year to push the contrast in the food photography, so every dish read with more detail and focus. Layouts change from section to section to separate the categories, while the brand’s colours hold it all together. The point was the product, not the page.

SuperNature · Christmas catalogue

The opposite brief. The brand’s own orange on the cover to grab attention, then a simple rhythm inside: the picture on one page, the description on the other, so each product is easy to take in.

Culina · Chinese New Year

Packaging and decorations, developed with my Lead Designer. We built layouts for each version and took them to the team for review before settling on the final design.

Packaging shown as mock-ups

Converse × PLAY Comme des Garçons

The photography was supplied. My job was the rest: typography, layout and image work for the web banner and the launch email, inside the brand’s guidelines.

Web banner · launch email