Craft Flexible Brand Identities Rooted in Clarity and Structure

With Uzabase’s expansion beyond Asia, its key audience shifted from intra-Asia businesses to global institutions seeking insights into the often opaque markets of Asia. To reflect this shift, the brand was reimagined under the simplified name “UB,” chosen for its clarity and global recognizability.

The logo was redesigned to project a more institutional tone suited to North American audiences, incorporating visual cues that reflect the brand’s new direction—positioning UB as a trusted guide through fragmented markets and signaling growth into new product categories. Drawing inspiration from typefaces commonly associated with institutional branding, the logo system was meticulously crafted and calibrated using strict geometric principles to ensure precision, balance, and consistency.

UB Global

With Uzabase’s expansion beyond Asia, their key audience shifted from intra-Asia businesses to global institutions seeking insight into the often opaque markets of Asia. To reflect this change, the brand was reimagined under the simplified name “UB,” which is easier to remember and pronounce globally. The visual identity—including color palette—was redesigned to resonate more with institutional audiences in North America. Messaging was also rewritten to be clearer and more direct, reinforcing UB’s role as a trusted guide in deciphering complex, fast-evolving Asian markets.

UB Global

With Uzabase’s expansion beyond Asia, their key audience shifted from intra-Asia businesses to global institutions seeking insight into the often opaque markets of Asia. To reflect this change, the brand was reimagined under the simplified name “UB,” which is easier to remember and pronounce globally. The visual identity—including color palette—was redesigned to resonate more with institutional audiences in North America. Messaging was also rewritten to be clearer and more direct, reinforcing UB’s role as a trusted guide in deciphering complex, fast-evolving Asian markets.

UB Global

UB Global is a business intelligence company expanding from Asia to a global audience. As part of its rebrand to better serve institutional clients, I contributed to the new identity by refining the logo system to signal trust and clarity. Building on this updated branding, I designed the new landing page to reflect a more global, institutional tone—focusing on clean typography, structured layouts, and messaging that positioned UB as a gateway to Asia’s fragmented markets.