SISU BRAND EVOLUTION

I initiated and led an evolution of Sisu's brand, simplifying the agency's narrative while creating a distinctive and flexible graphic system that transformed our presentation decks and marketing materials.

Named after the heron—a symbol of perseverance, integrity, transformation and good fortune—Ardea’s new brand experience was designed to reflect the meaning behind the name.

We created a modular system built for efficiency and scalability that was flexible enough to support a wide range of content while maintaining a refined, consistent aesthetic.

Knowing the client’s audience skewed slightly towards mobile, we made sure the site experience felt seamlessly intuitive and dynamic across all devices.

Drawing on insights from our client workshops, we created a multi-level brand house that now anchors all of Uniserve’s consumer touchpoints.

The client opted to leverage an internal pre-built component library due to time and cost restraints. However, we soon realized that expanding the atomic design system was necessary to effectively communicate specific content.

With multiple teams spanning various timezones, we flexed our collaborative strengths and still managed to enhance the library within budget.

Using our evolved component library, I shaped the creative direction for the new site by designing a streamlined homepage, and guided our development team through building and styling the internal page templates.

Working side-by-side with copywriters, we modernized the client’s online presence with a spirit of honest clarity and grounded integrity—the backbone of Uniserve’s identity.

Our goal was to bridge the tension between the visceral, human energy of live fan experiences and the often passive, solitary nature of mobile technology. To guide our approach, we defined experience principles: simple & human, unexpected & awesome, amplified & connected.

Among our proposals was the ‘Lenovo Living Ticket’—an interactive, living souvenir that captures highlights, exclusive content, and AR moments to chronicle each fan’s World Cup journey. At-home viewers can join through broadcast QR codes, transforming each fan’s experience into a dynamic, personalized and shareable highlight reel.

Our ‘Lenovo Fan Card’ concept invites fans to share and collect digital cards, unlocking threshold-based rewards and surprises throughout the World Cup. Highlights showcase the longest fan chains, the most active countries or teams, and even specific stadium sections. This spirit of friendly competition sparks engagement beyond the matches—opening doors to future partnerships and fan-driven promotion.

Soccer fans are among the most passionate in the world, with a love that spans oceans. ‘Love With Lenovo’ connects fans globally by matching their favorite teams, players, cuisines, music and more—sparking everything from tailgates and cheering sections to nightlife meetups, pre-game gatherings and maybe even romance.

‘Lenovo Fan Wave’ turns FIFA arenas into living, breathing spectacles with every fan wearing an AI-powered smart light band. Synced together, the bands create dazzling light shows, guide fans with haptic cues and even help friends connect in the crowd—turning a passive viewing experience into an unforgettable, participatory event. Viewers at home can join in through their phones, extending the real-time magic beyond the stadium.

Together, these concepts aimed to reframe Lenovo’s presence at the World Cup as something living, shared and human. They showed how technology can deepen connection rather than distract from it, creating a foundation for fan experiences that can evolve long after the final whistle.

We brought the idea of ‘simple wins’ to life with our interactive plate spinner, leveraging AI to save time and money on plated food photography.

Whether you’re a busy parent with picky eaters or a college student on a budget, a quick spin served up healthy meal ideas and a chance to win coupons.

We redesigned the client’s site by turning traditional recipes into simple, step-by-step videos that match how people cook and learn online today. We also proposed AI integration for instant recipe modifications.

Community callouts and curated collections gave users more meaningful reasons to return to a frozen food site.

To spotlight Nomad’s top-selling frozen fish sticks, we also pitched a mobile ‘sauce generator’ offering quick, three-ingredient recipes. Using AI, our team built a working prototype the client could explore during and after the pitch.

What began as a celebration of ‘simple wins’ expanded into a system that strengthened loyalty, modernized discovery and created space for continuous innovation. By showing the breadth of this ecosystem, we also showed the client the depth of our commitment—designing not just for now, but for what’s next.

Stakeholder interviews clarified what tenants value most. Instead of a tedious onboarding quiz, we translated their needs into a fast, intuitive and visually driven way to define location and feature requirements.

Although the configurator aimed to cut out the endless email and phone tag—a change the sales team was genuinely thrilled about—the tool still communicated the luxury, service and curation that Tishman Speyer’s clients have come to expect.

The old brand felt dated and fragmented, struggling to stand out in a crowded market. To align with the client’s vision of expanding beyond saunas, we evolved ‘Radiant Health Saunas’ to ‘Radiant Health,’ paired with a modern logo and visual identity that evokes warmth, relaxation and radiance.

Example of the old brand.

The new brand elevates Radiant Health’s story of empowering people to live brighter, more vibrant lives—a powerful message that became the backbone of the company’s social campaigns.

From casting to storytelling, I led the creative direction for the client’s product photography and lifestyle imagery, resulting in a cohesive branded asset library for use across digital channels.

With limited time and budget, the client chose a BigCommerce template to streamline their site. Our design and tech teams collaborated to style it closely to the new brand with minimal code changes—delivering a clean, easy-to-navigate product experience that strengthens trust and loyalty.

Optimized for performance, Radiant Health’s mobile site transformed the way new and existing customers explored their products, while also paving the path for the company’s future offerings.

From the digital space to people’s homes, the revitalized brand rolled out across all sauna doors—inviting customers figuratively and literally into the world of radiant health.

From casino flyers to marketing sites to sales decks, we carried the bold new brand through every touchpoint, ensuring a consistent and confident presence wherever it showed up.

A robust yet versatile brand guide became the foundation, ensuring every future Koin product could grow with a cohesive visual style and tone.

The design is minimal with vibrant accents, balancing a brutalist aesthetic that conveys the weight of the science with playful, quirky animations that celebrate the human side of expanding one’s perception box.

In one of the site’s key sections, a scroll-based shrinking background invites users to interact with their own malleable perception box.

Because Tiny Blue Dot Foundation funds extensive research with leading institutions, it was essential to design an intuitive way for users to quickly filter through projects.

By uniting the brand’s philosophy with how people actually engage the content, the site delivers a memorable experience for both curious newcomers and dedicated researchers.

With a mobile-first mindset, we ensured fans of Focus Features content could quickly find when, where and what to watch.

The new site’s modernized user experience led to increased engagement and a more integrated platform for showcasing the studio’s cinematic films and shows.

NOMAD FOODS

Brand Strategy, Art Direction, Visual Design, Product Design, Interaction Design, Motion
 NOMAD FOODS

ARDEA PARTNERS

Creative Direction, Art Direction, Brand Strategy, Visual Design, Product Design, Interaction Design
 ARDEA PARTNERS