Chatwalee Phoungbut’s Portfolio 2012

1. CHAT-WA-LEE
PHOUNGBUT
646.578.2355
info@chatwalee.com
www.chatwaleestudio.com

2. Within this portfolio, you will see examples of my work spanning nearly 10
years in the branding field, showcasing my deep passion for what I do. My
branding methodology is the combination of this process:
• Identify the opportunity
• Define the strategy
• Create an enduring brand experience utilizing print, web, packaging and
environment design.
Branding is about making an emotional connection. A strong brand helps
to build a strong company. Being remembered is essential, however it
is becoming more and more difficult to accomplish. A prominent brand Print
stands out in a densely crowded market place.
Signage Packaging
Presentation
Branding
Tradeshow
Promotion
Web
Advertising

3. Case Studies

4. Branging
Printed Materials
Rich Media
Packaging
Walbridge Walbridge
WALBRIDGE WALBRIDGE
Current Logo
WALBRIDGE
Walbridge Aldinger
Former Logo
Walbridge Challenge Solution
In their past 100 years of business, Walbridge Aldinger had grown to As part of their strategic plan, I devised a modern rendition of their globe
Industry: Engineering and Construction
become one of the top 50 construction firms worldwide. With that symbol with a contemporary logo type. The signature was then applied to
success came an array of divisions, subsidiary names, and multiple logos. their entire communications infrastructure; from stationery and signage to
In order to facilitate future growth, a simplification its brand architecture all marketing materials, including their website.
was necessary.

6. Branging
Printed Materials
Rich Media
Packaging
EarthEra Challenge Solution
Industry: Energy NextEra Energy Resources, the nation’s largest provider of renewable Utilizing my experience with other branding projects in the energy
energy, needed a visual identity for its new unit, the EarthEra Renewable sector, I designed a light, clean and inviting brand identity and marketing
Energy Trust. communications specification for use primarily online.

8. Branging
Printed Materials
Rich Media
Packaging
BOOST
Boost Challenge Solution
Boost Payment Solutions needed to communicate it’s position as the The result was a distinctive design that links their name ‘Boost’ with
Payment solutions
leading expert in business-to-business payment systems, as their a simple blue square, which signifies the corporate mission of always
Industry: Professional Services
expertise is in assisting corporations and institutions in migrating their thinking “outside-the-box’’.
outdated paper based systems to more modern electronic solutions.

10. Branging
Printed Materials
Rich Media
Packaging
New Unified Brand Former Individual Brands
McGladrey Challenge Solution
RSM McGladrey and McGladrey & Pullen, LLP ranks as the fifth largest As a starting point, a ‘building block’ motif was implemented as the
Industry: Accounting, Tax and
provider of assurance, tax, and consulting services in the U.S. Despite foundation of the company’s signature, along with a new company
Consulting
this, the company was experiencing a lack of growth due to low color scheme. A comprehensive identity system with guidelines was
brand awareness. then created to support the new brand in all marketing and business
communications, including their website.

12. Branging
Printed Materials
Rich Media
Packaging
McGladrey Classic Challenge Solution
While working with RSM McGladrey on a brand repositioning strategy, A memorable signature for The McGladrey Classic was the only possible
Industry: Accounting, Tax and
I was asked to develop a distinctive visual identity and brand guideline for outcome. It was necessary to create a design to assist their sponsorship
Consulting
the PGA tournament logo during a community kickoff held at The Lodge at in increasing global awareness of the McGladrey brand.
Sea Island Golf Club to benefit Special Olympics, the Boys and Girls Club
of Southeast Georgia and Safe Harbor.

14. Branging
Printed Materials
Rich Media
Packaging
Activcare Challenge Solution
This startup needed an image that is both professional and friendly to I capitalized on the unique spelling of the name by placing a figure
Industry: Health Care
appeal to not only the physicians who refer patients, but also to the icon, literally, in the center of the word mark. This stylized human icon
consumers themselves. symbolizes the ‘active’ part of the name and also that the focus is on
the patient. This dynamic solution very simply calls out the nature of the
organization.

16. Branging
Printed Materials
Rich Media
Packaging
Coverys Challenge Solution
A merger of medical malpractice underwriters ProMutual Group and Fincor Creation of a new unique corporate name ‘Coverys’, derived from the
Industry: Insurance
Holdings called for a rebranding that would reflect the new corporation’s word “coverage”, helps to identify this leader in a highly fragmented
expanded size and geographic reach, while still maintaining the former category. This name has strong memorability as well as the proper
companies’ reputation for leadership in the marketplace. semantic relation to their industry.

18. Branging
Printed Materials
Rich Media
Packaging
Current Logo
Dusit Thani Challenge Solution
For over 40 years the famed Dusit Thani Bangkok Hotel has been a social The hotel name, Dusit Thani, which loosely means,“a heaven on earth”,
Industry: Services
and business landmark. Being known as an ‘authentic’ Thai-style hotel needed accurate representation. A motif was created by borrowing a
was also the obstacle to positioning themselves in the global marketplace. basic lotus flower motif that is commonly found around Bangkok.
Reversed it becomes a wing, giving the logo the needed heavenly touch.
The colors royal blue and gold enhance a luxurious mood.

20. Branging
Printed Materials
Rich Media
Packaging
Secondary Graphic
Current Logo
Incorrect Usage
FTD Challenge Solution
FTD is one of the world’s oldest and largest floral services organizations. It was important to keep the essence of their name, as well have a strong
Industry: Services
However, despite their past successes their logo was not as currently representation of their business; flowers. The petals represent the global
recognized as they had thought, and in the face of fast growing reach and the availability of their services; any where and any season.
competition, they needed to find a way to revitalize their brand.

22. Branging
Printed Materials
Rich Media
Packaging
Current Logo
Former Logo
Oshkosh Striker Challenge Solution
In order to maintain a high level of competitiveness against incumbent I provided creative expertise in both industrial design and branding. From
Industry: Manufacturing
manufacturers in the new global markets, Oshkosh Corporation required this consultation emerged a new design which embodies both modern
a complete update of all aspects its Airport Rescue and Fire Fighting styling and ergonomics. A new logo was also created to better reflect the
(ARFF) vehicle. brand’s current strategic positioning and competitive advantages.

24. Packaging
To learn more
about my packaging design
works, please visit
www.chatwaleestudio.com

26. Thank you :)
for more information,
Please visit www.chatwaleestudio.com