— Project
Following a strategic repositioning and renaming (including a new logo) developed by an external agency, the brand required a cohesive expression to stand out from competitors and appeal to new B2B clients, alongside a unified design system to differentiate its digital product offerings in the market. In partnership with the Australian design studio Attica, I developed a brand expression and art direction that repositioned the brand as digitally driven, highlighting the intelligence behind the company’s operations. While updating the key brand elements, I also introduced a graphic device, inspired by the shape of the letter "Q" from the logo, that symbolically connects demand and supply, positioning QIMA at the centre of every interaction and functioning seamlessly across both digital and offline channels.

Digital products and website were developed based on the implementation of the brand expression, using a prescriptive design toolkit for UI components.

On the design team front, I reorganised the team by implementing new tools and design workflows that aligned with the brand’s updated identity. This enhanced efficiency and expedited the process from concept development to final execution.

The outcome is a robust and adaptable brand foundation, designed to support and evolve with the company’s business needs in the years ahead.