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COSYLAB - BRANDING & WEBSITE

One brand for 8 business domains

Founded in 2001, the company had carried the same core branding for over two decades. While there were a few minor updates, the identity no longer reflected its growth and evolving direction. With a total of 8 divisions and a renewed vision, it was time for a full rebrand.

Branding

Website

Marketing & Sales

UX Research

B2B

My role

Lead Visual Designer

Project Manager - Website

Deliverables

Website

Marketing Collateral

Sales Toolkit

Team

Marketing Dept.

Product Managers

Website Agency

Branding Agency

Timeline

2023 - 2024

PROBLEM

Combine, yet define

One of the biggest challenges was unifying 8 business domains, each with varying service models, target customers, and market maturity. Aligning the internal stakeholders with different goals and perspectives was the next challenge. Beyond the strategy, we also had to apply the new identity into physical and virtual assets seamlessly while supporting teams to adopt the new brand.

PROBLEM

Combine, yet define

One of the biggest challenges was unifying 8 business domains, each with varying service models, target customers, and market maturity. Aligning the internal stakeholders with different goals and perspectives was the next challenge. Beyond the strategy, we also had to apply the new identity into physical and virtual assets seamlessly while supporting teams to adopt the new brand.

PROBLEM

Combine, yet define

One of the biggest challenges was unifying 8 business domains, each with varying service models, target customers, and market maturity. Aligning the internal stakeholders with different goals and perspectives was the next challenge. Beyond the strategy, we also had to apply the new identity into physical and virtual assets seamlessly while supporting teams to adopt the new brand.

SOLUTION

Divide and conquer

To unify 8 complex business domains under one brand, streamlining content and process was the key. I began by removing outdated materials, then listed and prioritized essential asset (sales toolkits, website, marketing collateral). For the website, balancing between what the company wants to show and what the prospect customers wish to find was my priority. Then I built a modular chart to streamline the design process. Tasks were mapped with timelines and delegated. Internally, I became an internal promoter for smooth employee adoption. Phew!

SOLUTION

Divide and conquer

To unify 8 complex business domains under one brand, streamlining content and process was the key. I began by removing outdated materials, then listed and prioritized essential asset (sales toolkits, website, marketing collateral). For the website, balancing between what the company wants to show and what the prospect customers wish to find was my priority. Then I built a modular chart to streamline the design process. Tasks were mapped with timelines and delegated. Internally, I became an internal promoter for smooth employee adoption. Phew!

SOLUTION

Divide and conquer

To unify 8 complex business domains under one brand, streamlining content and process was the key. I began by removing outdated materials, then listed and prioritized essential asset (sales toolkits, website, marketing collateral). For the website, balancing between what the company wants to show and what the prospect customers wish to find was my priority. Then I built a modular chart to streamline the design process. Tasks were mapped with timelines and delegated. Internally, I became an internal promoter for smooth employee adoption. Phew!

Jump to Result

Jump to Result

Jump to Result

If you haven't jumped to the result. Let's dive deeper.

🐬

Challenge & Approach

Who is this really for?

The new brand isn’t only for the prospect clients. It is equally for the people of the company: employees. A big change overnight can be frustrating, so I prioritized empathy and usability by preparing a complete, plug and play sales toolkit and marketing collateral before the launch.

Stakeholders 101

With 8 business domains and various collaborators (technical writers, marketers, PMs, and external agencies), I stretched myself beyond design. I organized responsibilities, delegated tasks, and kept everyone aligned on one core question: Why do we do what we do? My goal was a unified brand voice that reflected the company’s evolved vision.

TLDR: Designing with Engineers

Designing in a tech-driven culture meant adjusting my communication style. I took time to listen, understand engineers perspective, and reframe suggestions. By showing the impact of concise messaging, I made sure the content was clearer for the users.

Empathize & Define

To understand the brand's new direction and user expectations, I facilitated stakeholder discussions on how they feel about existing website and design toolkits.

Pain points

CMS and CRM not properly used.

→ Correct setting of CTA link
→ Create tags to categorize

References are outdated and some of the contents are no longer relevant.

→ Fact check
→ Renew client consent

It is not clear what kind of services we provide.

→ Concise content
→ Make unified competence page

It’s difficult to find the information I was looking for.

→ Reduce number of clicks
→ Improved search function

How might we communicate our new brand identity while making technical information more accessible to diverse users?

Ideate & Prototype

I led ideation sessions with stakeholders and the website agency to brainstorm structural and content improvements. I created preliminary layouts in an MS Word file specifically for all non-designer stakeholders.

I led ideation sessions with stakeholders and the website agency to brainstorm structural and content improvements. I created preliminary layouts in an MS Word file specifically for all non-designer stakeholders.

Competitive audit

Competitor #1

Clear domain presentation

Breadcrumb navigation

Limited search function

Some segments have unique URL

Competitor #2

Refined reference projects

Nested menu

Solutions and markets listed separately

4 clicks to see competences

Competitor #3

Captivating landing page

Text heavy

4 clicks to reach detail page

CTA not visible

Competitor #4

Brand consistency

Simple landing page

5 clicks to reach detail page

Difficult to navigate

Prioritization matrix

Must have

All 8 domains and services

Advanced search function

Bold design

Clean landing page

Nice to have

Breadcrumb navigation

CTA on navigation bar

8 domain intro and summary on landing page

Tags for categorization

Can have

Event subpage

Event banner on landing page

Animation

Won't have

Nested menu

Media page

Key features

Lean IA

Advanced search & filter

Tag filter

Result

Brand-aligned, user-centric website built on a clear information hierarchy.

Content architecture accommodating both technical and marketing narratives.

Complete set of rebranded sales toolkit and marketing collateral.

Result

Brand-aligned, user-centric website built on a clear information hierarchy.

Content architecture accommodating both technical and marketing narratives.

Complete set of rebranded sales toolkit and marketing collateral.

Key takeaway

Consistency

Launching a new brand is just the beginning, and making it stick requires consistency. To establish the brand quickly, we used bold visual elements (prominent logo, bold pattern) and ensured all teams adopted new templates within a strict 3 month timeline. This demanded careful planning, coordination, and attention to detail across the entire organization.

Empathy

I listened to concerns and helped bridge the gap between employee sentiment and leadership vision. By encouraging marketers and designers to become brand advocates, we gradually gained interest and acceptance from colleagues.

Perseverance

Internal resistance is part of any major change. By being empathetic yet pragmatic, I was able to focus on what mattered and keep moving towards the goal. Ongoing brand rollout efforts, such as cool merch and internal campaigns, helped create an emotional connection and plant a seed of affection.

Key takeaway

Consistency

Launching a new brand is just the beginning, and making it stick requires consistency. To establish the brand quickly, we used bold visual elements (prominent logo, bold pattern) and ensured all teams adopted new templates within a strict 3 month timeline. This demanded careful planning, coordination, and attention to detail across the entire organization.

Empathy

I listened to concerns and helped bridge the gap between employee sentiment and leadership vision. By encouraging marketers and designers to become brand advocates, we gradually gained interest and acceptance from colleagues.

Perseverance

Internal resistance is part of any major change. By being empathetic yet pragmatic, I was able to focus on what mattered and keep moving towards the goal. Ongoing brand rollout efforts, such as cool merch and internal campaigns, helped create an emotional connection and plant a seed of affection.

Thank you for reading through!
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Kyungsun Won

Available to talk!

LinkedIn

Send Email

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Designed by Kyungsun Won with Figma & Framer © 2025

Kyungsun Won

Available to talk!

LinkedIn

Send Email

Download CV

Designed by Kyungsun Won with Figma & Framer © 2025

Kyungsun Won

Available to talk!

LinkedIn

Send Email

Download CV

Designed by Kyungsun Won with Figma & Framer © 2025