Craft Flexible Brand Identities Rooted in Clarity and Structure

UB Global

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.

Ludian Advisor

With the launch of Ludian Advisors, the priority was to establish a brand identity that communicated credibility, stability, and professionalism within the financial advisory space. The logo was designed to project trust and refinement, drawing inspiration from modern serif and sans-serif typefaces often associated with institutional brands. Careful attention was given to proportion and geometry, ensuring the mark conveyed both authority and approachability.

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.

Ludian Advisor

To support consistency of Ludian Advisor's visual identity, a comprehensive branding guidebook was developed, outlining logo usage, color palette, typography system, and applications across digital and print. This guidebook provides the foundation for maintaining a cohesive and recognizable identity as Ludian Advisors expands its presence and builds client trust.

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.

Ludian Advisor

I designed the Ludiana Advisors website in Figma, focusing on a clean, professional layout that works seamlessly across desktop and mobile. My role included ensuring a responsive design system with clear hierarchy and calls-to-action. The site itself introduces Ludiana Advisors, a financial advisory firm, highlighting their services and expertise in wealth management.

Ludian Advisory

2016 - 2018

Ludian Advisors

Financial Advisory Firm for Commercial Real Estate

• Visual identity and marketing website: I designed Ludiana Advisors’ website with a clean, professional layout that works seamlessly across desktop and mobile. My role included building a responsive design system with clear hierarchy and calls-to-action, all delivered within a short timeframe.
• Lender management dashboard: One of their core tasks is matching financial institutions with clients seeking financing for commercial real estate projects. The dashboard provides a hybrid solution of AI and UI to identify suitable lenders, initiate conversations, and manage communications through to the closing of the deal.

Ludian Avisors