Branding/Graphic Design/Art Direction
Branding/Graphic Design/Art Direction
During my time at AYC Group from 2012 to 2017, I led a rebrand to modernize and unify the company’s visual identity. My responsibilities included designing a new logo, developing cohesive print collateral and packaging, and producing original photography. I also contributed to video production and motion graphics, helping to create a dynamic and engaging brand presence across multiple platforms.
The rebranding process began with the logo redesign. The original logo felt outdated and lacked visual appeal, so my goal was to energize the brand through bold colors and striking typography. I aimed for an urban-inspired style since many of the consumers to these businesses are in urban areas. Hence positioning AYC as a leading distributor among its B2B clients. Although this concept wasn't selected, it led to a compromise that improved the original logo appearance enough to be supported with new branding assets.
Next was product photography. Self taught with the help of countless YouTube tutorials. My goal was to ensure each product was well-lit, accurately represented, and photographed to highlight key details that are important to clients while enhancing the overall brand image.
Now, the fun part. Bringing the pieces together to create a fresh new brand look flushed out through digital assets and print pieces.
I was also tasked with revamping some of their packaging designs for their retail brands. My approach focused on a clean, approachable aesthetic that balanced shelf appeal with clear, communication for ease of customer selection.