Waveform Creative
Brand identity and landing page design for a cross-cultural marketing agency
*Client name modified for privacy. White-label work.
Overview
Completed
August 2025
My Role
Lead Brand & Digital Designer
Scope
Brand identity design, visual system development, landing page UI design, branded collateral
Tools
Waveform Creative is an American marketing agency based in Shanghai, specializing in helping brands build loyal, engaged communities across cultural boundaries. This project focused on developing a brand identity and landing page that communicated strategic clarity, cultural intelligence, and collaboration—positioning Waveform as a confident partner for brands navigating global markets.
The Challenge
Waveform Creative needed a visual identity that could speak to multiple audiences at once: global brands, local partners, and culturally diverse consumers. The challenge was to create a brand that felt confident and niche without being exclusive—one that conveyed strategic depth, authenticity, and cross-cultural fluency while remaining flexible enough to support a wide range of campaigns and experiences.
I developed a bold, modular brand system rooted in contrast and rhythm—mirroring the idea of waveforms as signals that connect people, cultures, and ideas. The identity balances clarity with texture, allowing Waveform to communicate with authority while remaining adaptable across markets. A focused landing page reinforces this positioning, clearly articulating the agency’s values, approach, and community-driven mission.
Confidence Through Contrast
A restrained palette of black, white, and tonal neutrals establishes clarity and confidence while allowing content and messaging to lead. High contrast reinforces legibility across digital and physical environments, supporting both Western and Eastern visual contexts without relying on trend-driven color.
Modern, Global, and Expressive
Typography was selected to balance structure and personality. Clean, modern typefaces establish credibility and clarity, while expressive display elements introduce texture and rhythm. This combination reflects Waveform’s strategic mindset while allowing room for cultural nuance and creative expression.
A Flexible Visual Language
Custom graphic elements were designed to function as modular building blocks—scaling easily across campaigns, platforms, and formats. Patterns, symbols, and typographic treatments reinforce the brand’s emphasis on connection, collaboration, and movement without overpowering messaging.
A Clear Entry Point
The landing page design distills Waveform’s mission into a focused, accessible experience. Content hierarchy emphasizes the agency’s value proposition, approach, and expertise, guiding users through the brand story while maintaining a clean, confident tone. The interface is designed to adapt easily as the agency evolves.
Designed to Travel
Branded applications extend the identity into real-world and experiential contexts, from signage to promotional materials. Each application reinforces Waveform’s presence as both globally aware and locally grounded, supporting consistency across markets while remaining culturally adaptable.
A Brand Built for Connection
The final system positions Waveform Creative as a strategic, collaborative partner with a strong point of view. The identity supports storytelling, community building, and cross-cultural communication—providing a foundation that can grow alongside the agency and the brands it supports.
Scalable and Market-Ready
The brand and landing page were designed to scale across campaigns, regions, and mediums. By prioritizing clarity, adaptability, and authenticity, the system enables Waveform to communicate confidently across cultural contexts while maintaining a cohesive global presence.
20+
modular
brand assets
5+
branded
collateral applications
1
scallable
landing page system
