A structured branding process I led to build clarity, alignment, and long-term scalability

Rebuilding the 360F Brand for Growth

Repositioning the brand for scale and maturity

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Project Overview

01

Year

2024 – 2025

Role

✶ Brand Strategy

✶ End-to-end Visual Design & Interaction Design

Key Contributions

✶ Led end-to-end brand audit and redefinition

✶ Defined brand personality, tone of voice, and visual principles

✶ Built a scalable brand system across products and touchpoints

Impact

Aligned brand perception with business growth across markets

The Project

360F is a middleware company providing digital bancassurance, serving as a bridge between banks and insurers across Singapore, Thailand, Africa, and the Middle East. 

As 360F scaled across regions and products, the existing brand (last updated in 2018–2019) no longer reflected the company's capabilities, vision, or maturity.

The Challenge

02

01

Outdated Brand Expression

The existing identity no longer represented the scale, sophistication, or enterprise focus of the platform.

02

Inconsistent Experience

Brand assets, messaging, and visuals evolved independently across teams, resulting in fragmentation and diluted recognition.

03

An Expanding Brand Footprint

As products, regions, and channels increased, the brand needed to work coherently across digital and physical touchpoints.

04

Resource Constraints

No dedicated developers, limited design bandwidth, and ongoing product and sales support in parallel.

Design Process

03

My approach: A structured process designed to support clarity, alignment, and long-term scalability.

Audit

Understand What Exists

I audited all existing brand assets across visual identity, messaging, digital presence, and all marketing materials to understand:

✶ What already existed

✶ Where inconsistencies appeared

✶ What could be retained, refined, or retired

→ This created a clear baseline and removed assumptions early.

The Outcome

A comprehensive brand audit and consolidation checklist.

Research

Anchor Decisions in Reality

I reviewed competitor brands, comparable fintech and SaaS platforms, and enterprise-facing products to understand:

✶ Market expectations at scale

✶ Common trust-building patterns in enterprise products

✶ Where 360F could differentiate without overstatement

→ This grounded decisions in external reality, not internal taste.

The Outcome

Clear positioning references and constraints for tone, structure, and visual maturity.

Explore & Align

Create Shared Direction

I ran workshops and alignment sessions with stakeholders to:

✶ Share audit and research findings

✶ Explore multiple visual and narrative directions

✶ Clarify priorities, constraints, and trade-offs

In parallel, I evaluated tooling and workflows, testing WordPress, Webflow, and ultimately Framer, to enable faster iteration without developer dependency.

The Outcome

Aligned direction across teams and a shift from an agency-built WordPress site to an inhouse, designer-led Framer setup.

Define

Set the Foundations

From exploration, I defined the core brand foundations:

✶ Brand personality and tone of voice

✶ Visual principles and constraints

✶ What should evolve versus remain familiar

Rather than redesigning 360F logo, I made subtle refinements to improve balance and harmony, preserving recognition while improving consistency

The Outcome

Clear brand foundations and refined identity principles, ready for execution.

Design & Implement

Apply the System

I applied the updated brand system across key touchpoints:

✶ Website structure and UI

✶ Pitch decks and slide templates

✶ Marketing and social content

✶ Video and motion-led assets

→ Execution focused on repeatability, not one-off perfection.

The Outcome

A consistent, scalable brand applied across sales, marketing, digital and physical touchpoints.

Evolve

Adapt As The Company Scales

As the company matured further in 2025, the brand continued evolving:

✶ Introduction of a more expressive red gradient

✶ Stronger motion and video presence

✶ Updated website direction aligned with marketing campaigns

→ The brand was treated as a living system, designed to evolve without breaking continuity.

The Outcome

A flexible brand system capable of evolving alongside the company, enabling consistency without limiting creativity.

Impact

04

What Changed?

✶

A single, cohesive brand system replaced fragmented decisions

✶

Consistency improved across products, teams, and regions

✶

Delivery accelerated through reuse and clearer guidelines

✶

Brand execution became predictable and easier to scale

What It Enabled?

The brand shifted from a collection of assets to product and marketing infrastructure.

It enabled 360F to scale across markets and languages while maintaining coherence, reducing long-term design and engineering cost as complexity increased.

Key Learnings

✶ Branding is not decoration. It is infrastructure. 

✶ Creating infrastructure doesn’t remove creativity, it allows creativity to scale.

✶ The best brand system empowers teams to produce consistent, cohesive branded experiences.

✶ Branding is the experience.

© Mai Linh Design 2026
Made with love ♡ and good music ♬

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+65 8814 2089

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