Lion

Experience Design

The Lion rebrand refreshed an established identity with a clean, contemporary look that strengthened its heritage, confidence and brand recognition across all touchpoints.

Experience Designer
Insight Creative

My Role

_Brand strategy
_Identity design
_Design director
_Art direction
_Service design


My Responsibilities

Rebrand

The refreshed identity introduced a cleaner, more contemporary visual language that reinforces confidence, heritage and quality, creating a cohesive brand experience across print, digital and marketing communications.

A stylized logo of a golden lion standing on its hind legs, with the word "LION" in large gray letters below it.
Guide showing logo formats with a lion emblem transitioning from primary to horizontal layout
Comparison of logo size and layout for the word 'LION', featuring a golden lion graphic with different font sizes and arrangements in primary and secondary formats.
A color palette chart showing primary colors, with a yellow named Lion Yellow and a dark gray named Lion Dark Grey, including their Pantone, CMYK, and RGB values.
Page featuring a magazine named 'Roar' with a cover image of four friends sitting outdoors, smiling, surrounded by trees, with the title 'SPARKLE Roar' and issue details. Side strip shows four smaller thumbnail images of the magazine cover.
A set of printed materials for LION, including a booklet with a lion logo, a business card, and a folded brochure or newsletter, all related to the organization's history and mission.
Business card with a gold lion logo and contact information, surrounded by various photos of people socializing and enjoying drinks at different gatherings.
Letterhead, business cards, and a flyer with the lion logo for Lion company on gray background.
Office building lobby with Lion branding, reception desk, and hallway with decorative lighting.

Environment

A room with four green armchairs with patterned cushions arranged around a white round table with a green potted plant. There is a large potted plant in the corner. The wall features a black-and-white illustrated mural of people, animals, and hot air balloons in a whimsical style.
Wall art illustrations of trees, cartoon characters, and abstract elements decorating office walls and elevators.
A person walking in an indoor space with animated wall art, including the word 'life' and a cartoon girl stretching on a red wall
Interior hallway with colorful murals: one wall features an orange background with motivational words, another wall has a large red heart with a small girl illustration, and a third wall depicts black and yellow geometric patterns with accessible signage and a beer glass illustration.
Collage of four hallway walls with colorful murals and characters, including abstract shapes, a jumping cartoon girl, a creature on orange splash, and the words 'passion' and 'supportive' in stylized font.
Architectural wall graphics design plans featuring various illustrations of people, animals, and abstract elements, with notes for construction and installation.
A detailed architectural drawing of a multi-level building interior, showing floor plans and detailed illustrations of people engaging in various activities, with floor labels for all levels, including the upper ground floor, first floor, second floor, third floor, and fourth floor.

Roar magazine

Two smiling men sitting on a colorful landscape background, holding glasses of red wine, with a bottle of wine between them. One man wears a pink shirt and yellow pants, the other in a black shirt and dark pants. The cover features the word "Roar" and some headlines.
Page layout of a magazine named 'Roar' with a large cover photo of four people sitting outdoors on green grass during daytime, two women and two men, smiling and talking, with trees and a clear sky in the background. The cover has the title 'SPARKLE Roar' and issue number '1'. To the right, there are four smaller vertical images of people in various settings, each labeled 'Roar'. The page includes numbered annotations describing magazine elements like masthead, cover feature, main articles, issue details, theme, and related notes.
A page from a magazine with headings and body text about font styles, including expressive script, sans serif, and body copy. The page contains numbered labels pointing to specific font examples.
A color palette chart for branding, showing various shades of yellow, orange, red, purple, blue, and green with corresponding CMYK and RGB values. The chart is part of a guide on the use of color in branding, with text discussing the importance of color for emotional qualities and audience engagement.
Page showing a magazine contents layout with several photos of people enjoying outdoor activities, a woman and a man sitting on a lawn, and groups of people at a picnic table, with numbered labels pointing to specific images and text.
A magazine page layout with sections labeled Icons, Heading, Copy Heading, Images, Body Copy, and Navigation. There are photographs of happy people and scenic landscapes, with annotated numbered points and references to further details on other pages.
A magazine spread with a large photo of a man using a nasal spray. The layout includes color-coded headers, numbered labels pointing to different parts of the page, and multiple columns of text.
Page from a magazine or publication showing a section about icons used in design, with examples of various icons and their descriptions, including navigation, actions, communication, and other symbols.
Multiple photos of people enjoying outdoor activities, including eating, drinking, and socializing, with trees and a blue sky in the background.

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