Overview
In the summer of 2023, I had the opportunity to work at Creativeans, a renowned branding agency in Singapore
This opportunity arose because my university required graduate students to complete a residency. My thesis topic at that time centered on recognizing and validating the significance of web-based 3D graphics in brand experience. Eager to deepen my understanding of branding, I researched top branding companies in Singapore and ultimately landed at Creativeans.
My Role
Handled three distinct projects: designing a website for an FnB company, creating branding guidelines for a waste management company, and conducting a UI heuristic test to suggest improvements for the company's website. Unfortunately, due to an NDA, I cannot share specific details about these projects.
Timeline
Jun 19 - Jul 31, 2023 (4 weeks)
Tools
Adobe XD, Asana
Project Flow
Design Approach
Working in a small team consisting of designers, a project manager, and the CEO, we adopted Lean UX in our design process. Our focus was on quick iteration to ensure efficient and effective design solutions.
Learning and takeaways
Valuable things I learned
01
Adapting to Singaporean Work Culture
Getting my first internship in Singapore required me to adapt quickly to the local culture. Although the internship was short, I managed to learn a lot about the Singaporean work environment and how professionals operate there. This experience gave me a deep appreciation for diverse work styles and helped me feel more connected to a new cultural setting. It was a rewarding challenge that enriched my professional and personal growth.
02
Embracing Curiosity
As an introvert, I usually try to solve problems on my own until I need help. However, at Creativeans, I had to change my approach. I needed to ask many questions to ensure my designs were accurate and aligned with expectations. Every change had to be validated by the CEO before presenting it to clients. This experience taught me the importance of continuous communication, an area I'd like to keep improving in.
03
The Branding Process
The branding process was the most valuable part of my internship. I previously thought branding was just about creating a logo and presenting it to the client. In reality, it involves extensive steps, starting with surveying and visiting the company to understand their activities. We then analyzed their brand positioning relative to competitors and created three different brand concepts. Internal voting helped us select the best logo alternatives before presenting them to clients. Once a client chose a concept, we developed the branding identity guidelines, brand touchpoints, and brand personality.
04
Applying Branding to Web Design
Although my final thesis topic shifted, the branding knowledge I gained at Creativeans was incredibly impactful, shaping my approach to design in meaningful ways. My end design outcome was a website, and I realized how essential branding is in web design. Effective branding enhances user experience and engagement by creating a cohesive and compelling online presence. This experience showed me just how important it is to weave strong branding elements into every aspect of design.
