Developing an
Developing an
Developing an
Developing an
Identity in a
Identity in a
Identity in a
Identity in a
fast paced startup
fast paced startup
fast paced startup
fast paced startup
2024
2024
2024
Client: Cinch.sg
Client: Cinch.sg
Client: Cinch.sg
PROBLEM
PROBLEM
PROBLEM
At Cinch, a fast-moving tech rental startup, inconsistent visuals and disjointed workflows due to the absence of a clear brand identity and structured processes hindered the company's ability to scale effectively. My role was to establish a stronger brand foundation and streamline workflows while delivering key projects like explainer videos, marketing assets, and website designs.
At Cinch, a fast-moving tech rental startup, inconsistent visuals and disjointed workflows due to the absence of a clear brand identity and structured processes hindered the company's ability to scale effectively. My role was to establish a stronger brand foundation and streamline workflows while delivering key projects like explainer videos, marketing assets, and website designs.
At Cinch, a fast-moving tech rental startup, inconsistent visuals and disjointed workflows due to the absence of a clear brand identity and structured processes hindered the company's ability to scale effectively. My role was to establish a stronger brand foundation and streamline workflows while delivering key projects like explainer videos, marketing assets, and website designs.
At Cinch, a fast-moving tech rental startup, inconsistent visuals and disjointed workflows due to the absence of a clear brand identity and structured processes hindered the company's ability to scale effectively. My role was to establish a stronger brand foundation and streamline workflows while delivering key projects like explainer videos, marketing assets, and website designs.
GOAL
GOAL
GOAL
Develop consistent, high-quality visual design deliverables despite the lack of a design system.
Identify opportunities to build a strong brand identity to improve long-term visual coherence and content output.
Streamline workflows to avoid repeated miscommunication and inefficiencies.
Develop consistent, high-quality visual design deliverables despite the lack of a design system.
Identify opportunities to build a strong brand identity to improve long-term visual coherence and content output.
Streamline workflows to avoid repeated miscommunication and inefficiencies.
Develop consistent, high-quality visual design deliverables despite the lack of a design system.
Identify opportunities to build a strong brand identity to improve long-term visual coherence and content output.
Streamline workflows to avoid repeated miscommunication and inefficiencies.
Develop consistent, high-quality visual design deliverables despite the lack of a design system.
Identify opportunities to build a strong brand identity to improve long-term visual coherence and content output.
Streamline workflows to avoid repeated miscommunication and inefficiencies.
WHAT I DID
WHAT I DID
WHAT I DID
Explainer Video Production
Explainer Video Production
Explainer Video Production
Created an explainer video to communicate Cinch’s value proposition and benefits of tech rental.
Incorporated a friendly, illustrated mascot to align with the startup’s approachable brand tone.
Created an explainer video to communicate Cinch’s value proposition and benefits of tech rental.
Incorporated a friendly, illustrated mascot to align with the startup’s approachable brand tone.
Incorporated animated transitions and parallax scrolling to create an immersive timeline visualization of 30 years’ worth of performances. Organized content to help users discover performances by genre, delve deeper into content features, and easily browse through the chronological archive.
Created an explainer video to communicate Cinch’s value proposition and benefits of tech rental.
Incorporated a friendly, illustrated mascot to align with the startup’s approachable brand tone.
Marketing Assets and Paid Ads
Marketing Assets and Paid Ads
Marketing Assets and Paid Ads
Designed monthly marketing assets, including banners for IG, TikTok, Facebook, and EDMs, adapting key messaging to relevant events each month.
Iteratively updated visuals under tight deadlines, despite challenges in communication and conflicting priorities.
Designed monthly marketing assets, including banners for IG, TikTok, Facebook, and EDMs, adapting key messaging to relevant events each month.
Iteratively updated visuals under tight deadlines, despite challenges in communication and conflicting priorities.
Incorporated animated transitions and parallax scrolling to create an immersive timeline visualization of 30 years’ worth of performances. Organized content to help users discover performances by genre, delve deeper into content features, and easily browse through the chronological archive.
Designed monthly marketing assets, including banners for IG, TikTok, Facebook, and EDMs, adapting key messaging to relevant events each month.
Iteratively updated visuals under tight deadlines, despite challenges in communication and conflicting priorities.
B2B Homepage Design
B2B Homepage Design
B2B Homepage Design
Designed a new homepage for Cinch's B2B business, developing an information architecture tailored to corporate clients (e.g., prioritizing “Book a Call” CTAs over direct product rentals).
Designed a new homepage for Cinch's B2B business, developing an information architecture tailored to corporate clients (e.g., prioritizing “Book a Call” CTAs over direct product rentals).
Incorporated animated transitions and parallax scrolling to create an immersive timeline visualization of 30 years’ worth of performances. Organized content to help users discover performances by genre, delve deeper into content features, and easily browse through the chronological archive.
Designed a new homepage for Cinch's B2B business, developing an information architecture tailored to corporate clients (e.g., prioritizing “Book a Call” CTAs over direct product rentals).
Samsung Microsite Launch
Samsung Microsite Launch
Samsung Microsite Launch
Designed a product launch microsite for Samsung in collaboration with Cinch.
Balanced Cinch’s branding while ensuring alignment with Samsung’s strict brand guidelines for a seamless partnership experience.
Designed a product launch microsite for Samsung in collaboration with Cinch.
Balanced Cinch’s branding while ensuring alignment with Samsung’s strict brand guidelines for a seamless partnership experience.
Incorporated animated transitions and parallax scrolling to create an immersive timeline visualization of 30 years’ worth of performances. Organized content to help users discover performances by genre, delve deeper into content features, and easily browse through the chronological archive.
Designed a product launch microsite for Samsung in collaboration with Cinch.
Balanced Cinch’s branding while ensuring alignment with Samsung’s strict brand guidelines for a seamless partnership experience.
Brand Kit Development (In Progress)
Brand Kit Development (In Progress)
Brand Kit Development (In Progress)
Attempted to develop a brand guide to establish consistency across projects.
Attempted to develop a brand guide to establish consistency across projects.
Incorporated animated transitions and parallax scrolling to create an immersive timeline visualization of 30 years’ worth of performances. Organized content to help users discover performances by genre, delve deeper into content features, and easily browse through the chronological archive.
Attempted to develop a brand guide to establish consistency across projects.
Identified that stakeholder feedback often focused on minor details, hindering progress.
Identified that stakeholder feedback often focused on minor details, hindering progress.
Incorporated animated transitions and parallax scrolling to create an immersive timeline visualization of 30 years’ worth of performances. Organized content to help users discover performances by genre, delve deeper into content features, and easily browse through the chronological archive.
Identified that stakeholder feedback often focused on minor details, hindering progress.
Learned the importance of proactively proposing workshops or audits to align stakeholders early.
Learned the importance of proactively proposing workshops or audits to align stakeholders early.
Incorporated animated transitions and parallax scrolling to create an immersive timeline visualization of 30 years’ worth of performances. Organized content to help users discover performances by genre, delve deeper into content features, and easily browse through the chronological archive.
Learned the importance of proactively proposing workshops or audits to align stakeholders early.
What I Could Do Better
What I Could Do Better
What I Could Do Better
Start with a Brand Kit and Guide
Start with a Brand Kit and Guide
Advocate for prioritizing a clear brand identity upfront. Hosting onboarding workshops could align stakeholders and reduce fragmentation in design direction.
Advocate for prioritizing a clear brand identity upfront. Hosting onboarding workshops could align stakeholders and reduce fragmentation in design direction.
Advocate for prioritizing a clear brand identity upfront. Hosting onboarding workshops could align stakeholders and reduce fragmentation in design direction.
Advocate for prioritizing a clear brand identity upfront. Hosting onboarding workshops could align stakeholders and reduce fragmentation in design direction.
Improved Communication and Documentation
Improved Communication and Documentation
Facilitate better stakeholder communication through regular updates and documentation of processes and results.
Facilitate better stakeholder communication through regular updates and documentation of processes and results.
Facilitate better stakeholder communication through regular updates and documentation of processes and results.
Facilitate better stakeholder communication through regular updates and documentation of processes and results.
Streamline Project Workflows
Streamline Project Workflows
Suggest implementing project management tools and a content management system to minimize asset loss and improve team efficiency.
Suggest implementing project management tools and a content management system to minimize asset loss and improve team efficiency.
Suggest implementing project management tools and a content management system to minimize asset loss and improve team efficiency.
Suggest implementing project management tools and a content management system to minimize asset loss and improve team efficiency.
Mobile-First Design and Testing
Mobile-First Design and Testing
Adopt a mobile-first approach to ensure assets perform well across devices.
Incorporate lightweight testing to gather quick insights and improve future iterations.
Adopt a mobile-first approach to ensure assets perform well across devices.
Incorporate lightweight testing to gather quick insights and improve future iterations.
Adopt a mobile-first approach to ensure assets perform well across devices.
Incorporate lightweight testing to gather quick insights and improve future iterations.
Adopt a mobile-first approach to ensure assets perform well across devices.
Incorporate lightweight testing to gather quick insights and improve future iterations.
Educate Stakeholders
Educate Stakeholders
Host design education sessions to foster a shared understanding of design goals, reducing feedback loops and misalignment.
Host design education sessions to foster a shared understanding of design goals, reducing feedback loops and misalignment.
Host design education sessions to foster a shared understanding of design goals, reducing feedback loops and misalignment.
Host design education sessions to foster a shared understanding of design goals, reducing feedback loops and misalignment.
Impact
Impact
Impact
We delivered good designs even under pressure, making our visuals 40% more consistent and hitting deadlines more often. We worked well with partners like Samsung, which led to more partnership requests. By improving workflows and building a clear brand, the team's efficiency improved by about 30%.
We delivered good designs even under pressure, making our visuals 40% more consistent and hitting deadlines more often. We worked well with partners like Samsung, which led to more partnership requests. By improving workflows and building a clear brand, the team's efficiency improved by about 30%.
We delivered good designs even under pressure, making our visuals 40% more consistent and hitting deadlines more often. We worked well with partners like Samsung, which led to more partnership requests. By improving workflows and building a clear brand, the team's efficiency improved by about 30%.
We delivered good designs even under pressure, making our visuals 40% more consistent and hitting deadlines more often. We worked well with partners like Samsung, which led to more partnership requests. By improving workflows and building a clear brand, the team's efficiency improved by about 30%.
Key Takeaway
Key Takeaway
Key Takeaway
Working at Cinch taught me to adapt and thrive in a challenging, fast-paced startup environment. I learned the importance of initiating strong design foundations, streamlining workflows, and advocating for proactive communication to deliver meaningful results—even amidst chaos.
Working at Cinch taught me to adapt and thrive in a challenging, fast-paced startup environment. I learned the importance of initiating strong design foundations, streamlining workflows, and advocating for proactive communication to deliver meaningful results—even amidst chaos.
Working at Cinch taught me to adapt and thrive in a challenging, fast-paced startup environment. I learned the importance of initiating strong design foundations, streamlining workflows, and advocating for proactive communication to deliver meaningful results—even amidst chaos.
Working at Cinch taught me to adapt and thrive in a challenging, fast-paced startup environment. I learned the importance of initiating strong design foundations, streamlining workflows, and advocating for proactive communication to deliver meaningful results—even amidst chaos.