Seah Sze Yunn

Project Tags: Identity System

  • VISA POS Identity System

    VISA POS Identity System

    For VISA (APCEMEA)

    The point-of-sale (POS) identity system was developed for markets in Asia Pacific, Central Europe, Middle East, and Africa, to enhance VISA’s brand visibility in and around merchant premises. By building on VISA’s core identity system, this system offered enhanced flexibility and provided a more direct response to merchant preferences.

    A variety of POS items, each featuring different colours and materials, were designed to appeal to consumers across many countries. Through close partnership with manufacturers during prototyping, designs were refined and optimised for mass production by leveraging their expertise in manufacturing and material sourcing.

    In addition, a comprehensive visual identity guideline, comprising numerous examples and detailed specifications, provided design principles and guidance for adapting and producing localised POS items, ensuring consistent style and quality of the brand experience.

  • Relish & Share Branding

    Relish & Share Branding

    For Relish & Share (China)

    The client’s brief called for a new brand name and identity system for its premium home‑living concept stores. It aimed to become a leading retail brand for high-quality homeware, targeting middle-class Chinese city dwellers. The new Chinese brand name, She Xiang Wei (设乡味), means ‘create your home style’. Its phonetic sound is similar to a Chinese phrase that typically refers to culinary presentation, fragrance, and flavour.

    The new brand identity, featuring a fresh logotype, also included comfortable and practical retail uniforms, an easy way-finding system, eye-catching in-store communication materials, and informative visual merchandising guides for a consistent brand presentation.