(Industry)
Manufacturing
Art Direction
Graphic Design
Brand Development
Bringing an industrial brand to the national stage.
[Situation]
01
In early 2023, I was brought in to help evolve the Kaishan USA brand with a cleaner, more modular design system as their brand was still being developed in their early years. The existing branding lacked cohesion and visual character, creating challenges across marketing and partner communications. Rather than starting from scratch, the Kaishan team wanted to retain key brand elements and apply them with greater clarity and consistency.
[Solution]
02
Over the last three years, we refined Kaishan’s brand identity by simplifying layouts, removing unnecessary flourishes, and building a flexible visual system designed to scale globally. That foundation supported a multifaceted inbound marketing strategy aligned to Kaishan’s revenue ambitions, combining educational blogs, in-depth whitepapers, testimonial videos, industry publication advertising, and expert-led webinars. The unified system ensured consistent, relevant messaging across every stage of the buyer’s journey and every digital and physical touchpoint.
