CHAPTER 02 · BRAND & VISUAL DESIGN

Giving brands a face.

From 2011 to 2024 I worked on brands in Taipei, taking visual identity, packaging, e‑commerce and product content from concept through production. This chapter follows one of them, LEXFUN, from the first pencil sketch to its website and social feed.

LEXFUN CASE

2011–2024

FIT, NEW YORK

ROLE

Brand, product & design roles · Taipei

WHEN

2011–2024

EMPLOYERS

EVOUNI · Aqua Omega · Keyjoy · LEXFUN · Regentronic

SCOPE

Visual identity · packaging · e‑commerce · product content

ONE BRAND, FOUR STEPS · LEXFUN

STORY

Mission and brand story

SKETCH

The logo, round by round

GUIDE

A one-poster identity guide

SCREENS

Website, banners and social posts

01 / 04 · STORY

Start with the story

LEXFUN was a new brand from a cable-assembly manufacturer with decades of experience, stepping into a crowded market for electronics accessories. Instead of inventing a story, we built the brand on that craft. I helped narrow the ideas down to a mission statement and a brand story, answering three questions: who the brand is, which problem it solves, and how we would deliver it.

01 / 04

01 · LEXFUN brand strategy board

ENLARGE

02 / 04

02 · Logo development, sketch to icon

ENLARGE

02 / 04 · LOGO

Sketch, test, simplify

The logo started in a dotted notebook. The idea was a cube: technology with a youthful touch, shaped like a box with a present inside. I sketched symbols and wordmarks, then cut them down round by round, testing color, silhouette and layout. The thin hexagon outline grew into a bold stroke, and the last two letters, U and N, merged into one glyph. Simple, memorable, still playful.

“

FROM PART 02 · LOGO

Simple, memorable, still playful.

03 / 04 · GUIDE

A guide, then the real world

Next I condensed the identity into one poster: the lockups, colors and type anyone needed to start using the brand. We tried several looks and chose a dark background with purple neon highlights, which kept the tone young and fun. Then I mocked the logo up on billboards, a delivery van and the products, so everyone could picture it in the real world while it was still a draft.

03 / 04

03 · Visual identity guide

ENLARGE

04 · Mock-ups: billboards, van, products

ENLARGE

LEXFUN website design: desktop page layouts, a UI style guide with type and buttons, and the site on a laptop, tablet and phone — 05 · LEXFUN website and UI style guide
05 · LEXFUN website and UI style guide
ENLARGE
ENLARGE

Keyjoy mobile website process in three diagonal panels: pencil hand draft, gray low-fidelity wireframe and high-fidelity mockup of a cable-assembly manufacturer's site — 06 · Keyjoy mobile site: draft to mock-up
ENLARGE

LEXFUN marketing collateral: dark e-banners for the Smart Badge holder and the S.Café woven cable, and Chinese-language social posts — 07 · E-banners and social posts
ENLARGE

04 / 04 · SCREENS

On screen and in the feed

The same system carried into the LEXFUN website, on desktop and mobile, with its own UI style guide, then into e‑banners and Chinese-language social posts for the Smart Badge holder. Web pages started on paper, too: for Keyjoy’s mobile site I went from a pencil draft to a gray wireframe to a high-fidelity mockup, one step at a time.