Author: paul@uncubeddesigns.com
Orso
Orso Wood Fired Ovens
Company
Food / Manufacturing
Industry
Branding / Design / Web
Area
2019
Date
A passion project for a chef who wanted to merge his hobby with his work. He was starting up a side business of making wood ovens and requested a logo and some brand assets to post on social media.
The Mission
Introducing the bear.
A small project but lots of heart. This side business wanted to make a splash in the food industry specifically focusing on wood ovens. The idea was to merge the name “Orso” (Italian for ‘bear’) and the product.
Branding
Once you see it, you can’t unsee it.
The idea was to have a playful, yet minimal looking logo/brand. After a few iterations it was decided that the colours needed to reflect tradition, Italy, and quality. This is why we opted for a darker pallette for each colour. The playful part comes in the logo itself where I took the profiles of the wood over itself and merged it with the bear, and adding a pizza paddle was the final touch.
View the Samples
Orso tile
Orso tile
Orso tile
Orso tile
Orso tile
Orso tile
The End Result
Executing the strategy by delivering all assets.
Lifting this project off the ground required the basics for a hobby business with a solid foundation to easily scale up the guidelines if this business becomes a lot more than a hobby.
In the Wild
Simple mockups to represent some basic collatoral for demonstration purposes only.
Programs Used For This Project
InDesign
Illustrator
PSD
Provenir
Provenir
Company
Technology
Industry
Branding / Design / Web
Area
2023
Date
An AI decisioning platform, specific to the financial and lending industries. Software that determines credit risk, fraud, compliance, onboarding and other tasks within the lending space.
The Mission
A revival of the brand and its strategies.
To update the brand on all levels. Internal and external assets, messaging frameworks, templates, tone, look and feel.
Branding
AI focused messaging with a more serious undertone in look and feel.
The first priority was the website. Switching to a dark mode theme let us utilize the brand colours much better and this led the way for all other assets within the company.
View the Samples
provenir
Brand Guide
ebook Provenir
infographics Provenir
infographics Provenir
The End Result
A fresh, new look you can bank on.
The main challenge was to take an existing brand guide which consisted of some bright colours and transform them into something a lot more serious and professional. The colour pallette was adjusted to now use a dark theme in the assets to make the brighter colours pop and app still be AODA compliant. These changes were applied to everything from Zoom backgrounds, to email signatures and everything in between.
In the Wild
By switching to a darker theme for the brand, we applied these concepts to print, swag and digital assets.
Added to the Provenir brand spun off sub projects. Below is an internal branding project for a Sales Kick-Off which included a PPT deck, swag, and many digital assets including a gated sales website portal.
SKO-PaperBag
SKO-PaperBag
SKO-lanyard
Another side project for Provenir is the introduction of a program called “CoLab”. This is a road show where 4 cities are chosen and events are scheduled to network, share ideas, discuss trends, etc. The brand direction here is to appeal to C-level personas, hence the serif fonts and professional look and feel.
Colab colours
Colab banners
Programs Used Daily
InDesign
Illustrator
PSD
Ae
PremPro
PPT
Figma
Code
Husky
Husky Injection Molding
Company
Manufacturing
Industry
Branding / Design / Web
Area
2019
Date
The largest brand-name supplier of injection molding equipment to the plastics industry. A comprehensive range of equipment including machines, molds, hot runners, auxiliaries and integrated systems to provide solutions for medical, beverage, packaging and consumer product markets.
The Mission
Re-establish the brand within the industry.
A revamp of the brand perception. This includes both internal and external assets. A process that consisted of interview and data gathering, strategic and creative alignment amoungst the company and CEO and an updated approach to marketing, lead generation, scoring, channel optimization and execution.
Branding
Putting a human element behind the technology.
While many of the players in this industry rely on showcasing their technology and product efficiencies, we made a pivot to focus on the leading technology and engineering that were developed by the people behind the machine. Giving us a chance to adapt our messaging to a bolder tone and solidify a voice that ensures our audience we are the market leader.
View the Samples
The End Result
Taking on the role of industry dominance and redefining Husky.
Regaining market share in the injection molding industry by adjusting our brand tone as well as embracing new ways to reach audiences via digital channels. Finally, stamping the idea that innovation and engineering comes from the people behind the machine. Confidently stating that “Powered by People” demonstrates passion, resourcefulness and distinctly human traits paired with reliable machines.
In the Wild
There were elements in the print products that not only had to give the visual element of prestige but to also feel prestigious. That being done with the use of higher quality papers, finishes, packaging, printing, and misc. other external facing assets. It all has to point to a bold feel and industry leader persona.
Powerpoint decks were one of the top priorities when rebranding Husky. It was important that the sales staff as well as internal associates followed the brand to retain the look and feel of what we trying to achieve. A deck template was created with Husky theme colours, fonts and layouts which applied to graphs and slides layouts.
Social media and its various channels gave us an opportunity to insert Husky in an area they have not ventured. This allowed us to reach a demographic that exceeded their legacy strategies. By also creating a Podcast, it gave us the chance to showcase our knowledge on industry trends and how to combat or embrace them. These proved fruitful, particularly with carousel campaigns and podcast interviews, as it led to quite a few leads and also increased brand awareness during trade show events.
Programs Used Daily
InDesign
Illustrator
PSD
Ae
PremPro
Figma
Code
247ai
[24]7.ai
Company
Artificial Intelligence
Industry
Branding / Design / Web
Area
2023
Date
An AI company that specializes in chatbot customer experience services for various industries. Combining their technology with human contact centres to build seamless interactions between channel and customer.
The Mission
Increase CX for all digital assets.
A redirection in how resources and infographics were laid out. Implement a standard template that would translate well in both digital and print. To create a uniform illustration style, introduce proper character, paragraph and style guides that follow the brand.
Branding
Finding a new brand identity.
Previous infographics were simply not meeting requirements of stakeholders or customers alike. With a fresh approach to the content by including bright brand colours, uniform illustration style and bite sized content, we were able to achieve an increase in engagement. Particularly on the resources page where we housed all of our digital assets.
View the Samples
The End Result
A templated structure that covers all aspects of designing digital and print assets going forward.
By putting together a standardized solution within programs inside the Adobe Create Suite, I have set up an efficient and concise way for myself and future designers to follow to keep the brand within its guidelines and have multiple assets look uniform and maintain the look and feel across different collateral.
Programs Used Daily
InDesign
Illustrator
PSD
Ae
PremPro
Figma
McDonalds
McDonald’s
UX/UI redesign
Challenge:
After reviewing the McDonald’s website, there isn’t an easy way to order food. It seems the company relies on the user to already be aware of the “McDelivery” website or familiar with using 3rd party food delivery services.
In the case of McDelivery, the website does not mimic the well executed McDonald’s mobile app. This mobile app has a dominant focus on food ordering and provides a positive user experience.
Interactive Prototype
Main Page
Product Pages
Transaction Pages
Process:
Analyze features and benefits of the McDonald’s mobile app and create a similar user experience when placing food orders.
Develop a column based layout approach that can be adopted globally which will accommodate all languages and characters to fit within the layout. Create a mock journey of placing an order to make the user have an enjoyable experience.
User Account Info
Solution:
While keeping company specific information regarding franchising and charitable work in the peripherals, a focus of ordering food has taken centre stage in this redesign.
Minor font changes to the brand have also been applied for better readability and enhanced aesthetic.
A hero image or slider of current promotions could be displayed dynamically according to geo location and calendar, further increasing the likelihood of selling.
Impact:
Objective was to create a user friendly way of ordering food directly from the McDonald’s website which would contain user portal access as well as customized promotions, dynamic cross-selling / up-selling tactics to further increase online global sales.