Oriental

WORLDWIDE

Brand Strategy Foundations: Co-developed the brand profile (purpose, values, audience personas), positioning statement, and competitive map; translated strategy into a one-page “why/how/what” narrative.
Identity System & Guidelines: Built moodboards, colour/typography systems, and iconography direction in Figma; wrote usage rules, do/don’t, and rationale to ensure coherence across touchpoints.
Verbal Identity: Created a tone-of-voice matrix (“calm, restorative, precise”), copy principles, and a keyword library to standardise headlines, service naming, and microcopy.
Semiotic & Cultural Rationale: Used framing and semiotics (Yin–Yang balance; “social therapy” lens) to justify visual and verbal choices beyond aesthetics.
IMC Skeleton: Drafted a light content framework (key messages, seasonal themes, pillar ideas) and a starter asset list for social/CRM rollout.
Team Enablement: Co-built a shared Figma workspace linking research notes → keyword clusters → moodboards → design decisions to speed reviews and reduce rework.

From “What it looks like” to “Why it matters”: Identity becomes durable when every visual/verbal choice is tied to a clearly framed brand role in the customer’s life.
Design x Strategy Hand-off: Precise briefs, acceptance criteria, and rationale shorten iteration cycles and improve creative alignment.
Semiotics in Practice: Treating colours, shapes, and metaphors as meaning carriers—not decorations—prevents generic “spa” clichés and protects distinctiveness.
System Thinking: A small number of well-governed rules (voice matrix, type ramp, colour roles) scale better than long, prescriptive guidelines.