Akemunkong's Facebook feed with content templates implemented across various posts.
Jul 2023 - Oct 2023
Client project: brand identity redesign, social media templates and strategies
I transformed Akemunkong Carpentry's inconsistent branding into a cohesive visual system that showcases their craftsmanship, quality materials, and 20+ years of expertise. By developing strategic social media templates and defining core visual elements, I helped drive a 374% increase in content interactions within three months.
Visit the page:
Akemunkong Carpentry Facebook Page
The client
Akemunkong Carpentry (เอกมั่นคงค้าไม้และวัสดุภัณฑ์) is a well-established local carpentry business in Phuket, Thailand, specialising in high-quality wood products and custom crafts with over 20 years of experience.
The problem
Despite having existing brand elements including a logo, colour preferences, and some social media content, the brand lacked visual consistency and a structured approach to communication. The client needed a cohesive identity system that would showcase their craftsmanship, build brand recognition, and drive business growth.
The goal
To create a unified brand identity system with a focus on social media presence that would increase brand awareness, highlight the company's key strengths, and ultimately drive sales growth.
Responsibilities
Refined the colour palette and typography selection
Created versatile social media content templates and posting strategy
Established art direction for photography and videography
Redesigned stationery items including business cards and employee uniforms
Ensured design hand-off for effective implementation on social media
Measurable Impact
374%
increase in content interactions
321%
increase in page reach
74%
increase in page visits
Achieved by comparing Facebook Analytics data from before the redesign (September 2023) and after implementing consistent branding and content templates (October-December 2023).
Extracting the Brief
I began by analysing the brand's existing visual materials. Based on client references, I created a visual mood board to define a clear direction for the project.
Akemunkong's existing visual materials including logo, social media posts, and branding elements.
Initial visual mood board exploring potential aesthetic directions.
Refining the Foundation
I refined key brand elements to create a more versatile system. I selected a new body text typeface to improve readability and font pairing, while the colour palette was expanded to offer more flexibility across applications.
The final brand foundation showing typography, colour palette, and basic visual elements.
Highlighting the Strengths
I developed content ideas and artwork designs emphasising the brand's key strengths. All content was designed to be produced by a small team (e.g. with photography manageable by a single person).
Design drafts.
Brand's Strong Points
Quality Craftsmanship
To emphasise wood textures and detailed product photography to showcase quality and attention to detail. Close-up shots highlight the natural grain patterns and superior finishes that distinguish their products.
Comprehensive Custom Services
To promote their custom woodworking capabilities, showcasing diverse applications to demonstrate their full-service offerings and versatility.
Local Expertise
Feature craftspeople at work alongside their finished pieces, strengthening the local connection while showcasing their experienced team's specialised skills. This human element helped convey their 20+ years of expertise in an authentic way.
Social Media Posts
I created a system of templates for educational content, product features, craftsperson spotlights, and promotional materials. The content strategy included wood type guides, in-depth wood profiles, maintenance tips, product-specific wood recommendations, popular interior design applications, wood color palettes, and technical finishing techniques. Each post concluded with a clear call to action, highlighting Akemunkong's expertise and consultation services.
Social media post templates with annotations showing how each element reinforces key brand strengths.
Image Direction
I established photography and videography guidelines emphasising warm, cozy tones that showcase the geometric shapes and natural textures of wood.
Photography mood board.
Business Card
The redesigned business card incorporates service information as requested by the client. I updated the layout and typography to improve readability while strengthening brand recognition.
Mockup showing both sides of Akemunkong's redesigned business cards.
Polo Shirt
I designed employee uniforms using darker colours suitable for workshop environments where stains are common. The base colour was selected as a neutral tone appropriate for all skin tones.
Mockup of Akemunkong's new shirt design.
