CS Brand & Illustration System
Brand System
Art Direction · 3D Design
Building one visual language for a complex service ecosystem.
Corporate Services spans many different employee experiences, from workplace and dining to health, safety, and mobility. I developed a unified brand and illustration system that brings these services together under one recognizable visual language, while giving each category enough flexibility to express its own purpose, tone, and context.
2025
02
Creative director
Consistency without uniformity.
I built the system around a flexible visual framework combining color, object language, illustration, composition, and 3D materials. A clear object hierarchy helps each illustration communicate its service category, emotional tone, and scenario at a glance.
Rather than relying on one fixed style, the system provides a shared foundation that can shift from warm and approachable to more functional or serious depending on the communication need.
03
3D Illustration System
From individual visuals to a reusable brand system.
The system created a shared creative foundation for CS teams to build campaigns, service communications, digital content, and workplace experiences with greater consistency and efficiency.
More importantly, its modular structure allows new scenarios, objects, and service categories to be added over time, enabling the visual language to evolve alongside the organization.
