Sao Mai Group

This is a freelance project where I received a request to position and create a brand identity for a company specializing in household appliances and electrical equipment from the domestic market in China. The challenge in executing this project was that the company's leadership wanted a brand identity that felt youthful and aligned with the current trends, while still maintaining a necessary simplicity to enhance memorability and trust. After working through the client's requirements, I developed a process to create the brand identity, starting from defining its values, vision, and tone of voice.

This was followed by steps such as creating mood boards, sketching logos, and refining them, and finally producing accompanying materials like brand guidelines and showcases. The client was extremely satisfied as the brand identity encompassed all the desired characteristics and values that the brand aimed for, and they believe that the brand is now ready to embark on a strong transformation to conquer the market and fulfill its lofty mission in the near future.