my role
As the sole Illustrator on the team, I revamped the company’s brand image by illustrating all the UI assets for the website and client/lawyer platform. I enjoyed taking ownership of the work I did and I participated throughout the product development. Some of my UI graphics are later used in Destin.ai’s marketing materials.
Skills
Project Overview
The project objective is to rebrand the website and platform of Destin.ai and assist product development. Destin AI is an intelligent immigration platform that checks immigrants’ eligibility and ensures applicants receive fast and accurate answers to their questions. The platform streamlines the working process between applicants and professional immigration lawyers in order to better support new comers’ journey to Canada.
Process
Stage 1
Stage 2
Final Stage
Brand Research & Planning
Brand Identity Rough Sketches
Illustration & Icon Design
STAGE 1
The problem
As a new startup, Destin.ai’s brand identity consists of stock photography with a wordmark logo. The business understood there is more work to be done to better establish its brand identity. The core problem we aim to solve is to recreate a brand image that resonates with the target audience while reserving the core value of the brand.
User persona
The business hopes to tailor their business to their target audience. As I sketched out the brand identity for this brand, I made sure my design resonate with the user stories gathered through our user research.
the logo
We went through many design explorations with the logo design, but we eventually found one that suits our business goals. We use a Letterform logo using one letter form that acts as a mnemonic device for a company name.
STAGE 2: DESIGN PHASE
I often start with very rough sketches to get the first initial concept approval from stakeholders. Then I work on more refined sketches like ones below. These illustrations are close to finals. We made design decisions based on whichever imagery better portrays the brand value.
FINAL STAGE
MORE CASE STUDIES
CONTACT
