The Working Capitol Branding 2.0
Corporate Identity 2.0 & Spatial Brand Governance
Role: Lead Designer / Brand Manager
The Strategy: Led the comprehensive 2.0 rebranding for The Working Capitol, focusing on bridging digital identity with immersive physical environments.
The Execution: Developed and enforced a strict brand style guide across all organizational touchpoints. Directed the spatial branding strategy, overseeing the end-to-end production of architectural wayfinding signage and building logos to ensure a cohesive user journey throughout the physical properties.
The Impact: Established a scalable brand system that unified the visual experience across enterprise websites, marketing collateral, and physical venue spaces
Problem
Before
Thin strokes and proportions make the logo graphically weak and feeble for increased applications on commercial applications; alongside bold and distinct logos of other companies.
Sterile and alienating
Does not reflect the quaint neighborhood and shop houses
Solution
After
Wordmark logo will make the TWC name prominent and eliminate the symbol-wordmark proportion problem.
Modular and versatile graphics
Shop house and neighborhood oriented
Applications
Sales Video I directed, shot, and edited, promoting Level 1 of our flagship former Tiger Balm building, 89 Neil Road. This was part of the reason we clinched Shake Shack as our client.
Deck Design Templates I created for all departments like Marketing, Sales, Business Development, and Operations.
During the Transformation of our feature building 89 Neil Road in the days leading up to Shake Shack’s Opening, I captured the transformation of the facade of the building.
89 Neil Road Shake Shack Transformation. Junction of Craig Road and Neil Road.
Shack Shake Mural Progress Transformation. Neil Road.
Brand Feature Animation. Used in Web, Social banners, and TV screens around the co-working space.
UI Web design for TWC main Products.
Building Logos & Wayfinding Signage
Illustrations
