OPTORO - Head of Design - BLINQ B2C Brand launch

My Role
In parallel with Optoro’s corporate rebrand, led the creation and launch of BLINQ, a new B2C brand. Brought in a senior brand designer and oversaw the end-to-end process—from identity and digital experiences to a full packaging system—ensuring consistency across every touchpoint.

Process
Partnered with the CEO to define the brand archetype and positioning. Translated that into logo and visual language via mood boards and iterative reviews, then extended the system across web, app, marketing templates, and packaging. Coordinated specs and vendors to deliver high-quality print and production.

Outputs
Brand platform and guidelines; personas; customer interviews/surveys; journeys; logo; color palette; photography guidance; marketing templates; website and app UI; comprehensive packaging system (boxes, tape, inserts, labels); central brand-guidelines site.

Outcome
A cohesive, consumer-ready brand that increased credibility and recognition at launch, accelerated content production through a reusable template library, and ensured quality and consistency across digital and physical channels.