Goal:



To make surveys as enjoyable as the seminars themselves, we designed a fun and effortless experience. Using moments of delight, responsive interactions, and friendly illustrations, we transformed the survey process into an engaging journey that felt quick and enjoyable, encouraging higher participation.

How might we create a cohesive brand identity and streamlined workflows to ensure consistent, high-quality design outputs in a fast-paced startup environment?

What i did:



Explainer Video Production

Knowing that BMS is a large enterprise, I assumed they’d prefer a visual style that’s clear, approachable, and neutral. Inspired by animation directors like Nicolas Ménard, I created simple, clean sketches with abstract figures using line work for clarity. This minimalist style made the visuals easy to understand and simple to animate, letting interactions bring them to life. For colors, I stuck to the brand’s palette to keep everything cohesive.

Explainer Video Production

Created an explainer video to communicate Cinch’s value proposition and benefits of tech rental.
Incorporated a friendly, illustrated mascot to align with the startup’s approachable brand tone.

Marketing Assets and Paid Ads

Designed monthly marketing assets, including banners for IG, TikTok, Facebook, and EDMs, adapting key messaging to relevant events each month.
Iteratively updated visuals under tight deadlines, despite challenges in communication and conflicting priorities.

B2B Homepage design

Designed a new homepage for Cinch's B2B business, developing an information architecture tailored to corporate clients (e.g., prioritizing “Book a Call” CTAs over direct product rentals).

Samsung Microsite Launch

Designed a product launch microsite for Samsung in collaboration with Cinch.
Balanced Cinch’s branding while ensuring alignment with Samsung’s strict brand guidelines for a seamless partnership experience.

Brand Kit Development( In Progress)

Attempted to develop a brand guide to establish consistency across projects.
Identified that stakeholder feedback often focused on minor details, hindering progress.
Learned the importance of proactively proposing workshops or audits to align stakeholders early.

Results

Successfully delivered high-quality assets, including video content, paid ads, and website designs, meeting tight deadlines.

Improved visual consistency through iterative design practices despite the absence of a complete design system.Design Features

Collaborated effectively with external partners (e.g., Samsung) to ensure brand alignment for microsite launches.

What I Could Do Better

Reflecting on my experience at Cinch, I identified key areas for improvement:
Start with a Brand Kit and Guide
Advocate for prioritizing a clear brand identity upfront. Hosting onboarding workshops could align stakeholders and reduce fragmentation in design direction.
Improved Communication and Documentation
Facilitate better stakeholder communication through regular updates and documentation of processes and results.
Streamline Project Workflows
Suggest implementing project management tools and a content management system to minimize asset loss and improve team efficiency.
Mobile-First Design and Testing
Adopt a mobile-first approach to ensure assets perform well across devices.
Incorporate lightweight testing to gather quick insights and improve future iterations.
Educate Stakeholders
Host design education sessions to foster a shared understanding of design goals, reducing feedback loops and misalignment.

Key Takeaways

Working at Cinch taught me to adapt and thrive in a challenging, fast-paced startup environment. I learned the importance of initiating strong design foundations, streamlining workflows, and advocating for proactive communication to deliver meaningful results—even amidst chaos.