2024
Brand Identity
Crystalising the identity of a new product post spin-off
CLIENT
Podium
SCOPE
Brand, Logo design, Brand guide
ROLE & CREDITS
(Stand-in) Brand Designer
while working at Lendlease Digital
The Brief
For various strategic reasons, Lendlease Digital spun out as its own independent entity called Podium. It was a hazy, uncertain phase as the company is searching for its footing. I stepped in to shape the brand identity and give Podium a clear voice of its own.
How might we allow a newly spun-off startup to get off on a good start?
The Brand Identity
The brand identity is created to be a proprietary mark that is a combination of all the most crucial parts of the Podium platform.
Animation by Chei Ji Hyo
Namecard & Print collaterals
Brand Touchpoints
An illustration style built off the design is also developed for marketing materials and on-platform illustrations.
Outcome
- Credibility Boost: The new identity gave partners, clients and investors more confidence
- Alignment: A single brand voice aligned different teams across functions & geographies
- Time-saving: A clear identity frees team up to focus on the actual product
Parting Thoughts
A compact and interesting mark is a conversation-starter and can give a start-up the boost it needs.