Brand Evolution
client
HLW International
project
Brand refresh
Brief
Evolve HLW’s brand to reflect its growth and future direction while maintaining the equity of its established identity. The goal was to create a cohesive and flexible visual system that could work consistently across marketing channels, while providing scalable frameworks and templates for ongoing brand communications.
Approach
Working from an in-depth workshop with HLW partners and principals, I helped translate the refined brand narrative and strategic direction into a refreshed visual identity. The approach balanced evolution with continuity, developing a flexible design system that could adapt across digital and print applications while maintaining a consistent brand presence.
A key expression of the refreshed brand was HLW’s redesigned digital experience. In collaboration with Radish Lab, the new website translated the visual system into a dynamic, image-led platform that brings HLW’s global portfolio to life.
Bold typography, structured grids, flexible layouts, and purposeful interactions create a digital experience that reflects HLW’s design-driven approach.
