Overview

Sinapi is a B2B globalization company specializing in localization, translation technology, and digital marketing for international brands. When I joined as their first in-house designer, my opening assignment was a full rebrand, working from an existing brand manual with a clear brief: make it cooler, more dynamic, and more coherent across all touchpoints. The logo and primary palette stayed. Everything else was open for reinvention.

The Challenge

The existing identity lacked visual energy and system thinking. The secondary color palette felt disconnected from the brand's ambition, and there was no clear framework to differentiate Sinapi's four core services (Globalization, Localization, Digital Marketing, and Tech Support) without breaking brand cohesion.

Approach

I developed a service-based color system, assigning a distinct accent color to each business area while maintaining a cohesive brand language through a shared hexagonal icon system.

I also refined the typographic system and redesigned communication templates to create a more consistent visual identity across touchpoints.

Beyond the brand system, I produced the Sinapi Talks video series end-to-end, including motion graphics, video editing, and lower thirds. I also built the visual design for the company's e-learning section from scratch.