Publication
Rebrand Case Study: More Than Just a New Logo
https://www.toptal.com/marketing/rebranding-consultants/rebrand-case-study
Rehan is available for hire
Hire RehanRehan Saiyed
Verified Expert in Design
Designer
Melbourne, Victoria, Australia
Toptal member since May 24, 2019
Expertise
Presentation DesignData Visualization DesignPrint DesignIllustrationCreative DirectionInstructional DesignUX DesignUI DesignInformation ArchitectureUser Flow DesignCX DesignProduct DesignDesign SystemsDashboard DesignBrand DesignSalesforce DesignAutoCAD DesignAugmented Reality DesignTableau DesignMotion Graphics DesignGraphic DesignIcon DesignInteractive DesignVR DesignLogo Design
Bio
Rehan is an award-winning design director with over 20+ years of experience in leading creative projects that merge the physical and digital realms. He delivers immersive phygital experiences across sectors like retail, hospitality, finance, and culture. Specializing in brand strategy, spatial design, XR, UX-UI, and digital twins, Rehan ensures projects meet user and business objectives. His award-winning work has been published in Taschen and Rotovision, highlighting his industry impact.
Experience
- Presentation Design - 20 years
- Data Visualization - 20 years
- Branding - 20 years
- User Interface (UI) - 10 years
- Instructional Design - 10 years
- User Experience (UX) - 10 years
- Digital Product Design - 7 years
- Design Systems - 6 years
Portfolio
Data Visualization and Presentation Decks
Dashboard DesignData VisualizationInfographicsMotion GraphicsInteractive DesignAdobe Illustrator+ 11 more
Commercial Bank Credo
User Experience (UX)User Interface (UI)User InterviewsInteraction Design (IxD)Adaptive DesignUser Flows+ 25 more
Work Experience
Solopreneur & Design Director
2008 - PRESENT
Self-employed
- Led the creation of connected Phygital experiences by merging physical spaces and digital platforms, resulting in immersive brand interactions for global clients across hospitality, retail, and corporate sectors.
- Designed and developed award-winning branding campaigns, such as for Urbane – The Hotel and Hotel El Dorado, integrating architecture, interior design, and visual identity for a cohesive brand experience.
- Built comprehensive brand identity guides for clients, including typography, color palettes, language tone, and logo usage, ensuring brand consistency across all touchpoints, from digital platforms to physical environments.
- Spearheaded the integration of cutting-edge technologies like digital twins, augmented reality (AR), and virtual reality (VR) into the design process to redefine how users interact with brands and spaces.
- Developed and implemented human-centered design solutions, leveraging the jobs-to-be-done (JTBD) framework to ensure that branding and design outcomes align with user needs and business goals.
- Designed B2B marketing materials for global brands, including reports, corporate presentations, event stands, and LinkedIn carousels, ensuring visually engaging and data-driven content tailored to business professionals.
- Collaborated with cross-functional teams and stakeholders across industries, including banking, hospitality, and cultural institutions, to create design solutions that have won numerous international design awards.
- Implemented accessibility best practices such as ARIA and WCAG 2.2 across digital projects, ensuring that all brand assets and web designs were inclusive and user-friendly for all audiences.
- Mentored and developed junior designers, fostering a collaborative team environment and guiding them to execute innovative, on-brand visual experiences for clients.
Technologies: UX Strategy, Prototyping, Digital Product Design, Product Design, User Journey Maps, User Flows, Information Architecture (IA), User Interface (UI), User Experience (UX), Data Visualization, Branding, Architectural Design, Immersive Experiences, 3D Design, Revit, Miro, Interior Design, 3D Visualization, Brand Strategy
Product Design & Design System Lead
2021 - 2022
Transurban
- Led the product design and design system implementation, ensuring that digital platforms were consistent, user-friendly, and aligned with Transurban's brand identity across all touchpoints.
- Oversaw discovery workshops and UX research across Non-Arranged Travel (NAT) and Master Payment Gateway Service (MPGS) systems.
- Conducted user research and mapping to optimize user journeys for key digital services, significantly improving customer experience and engagement across Transurban’s platforms.
- Facilitated cross-functional workshops to align product design objectives with technical requirements, business goals, and user needs, fostering collaboration and clear communication between design, development, and management teams.
- Created detailed user journeys and system maps, enhancing the usability and functionality of Transurban’s digital products by addressing pain points and improving user flows.
- Led the recruitment and mentoring of new designers, establishing team rituals and a collaborative design culture, which enhanced the overall efficiency and creativity within the design team.
- Defined and enhanced the design system landscape, improving scalability and usability, leading to more efficient design and development processes across the organization.
- Oversaw the design of high-fidelity prototypes and interactive wireframes, facilitating smoother communication and hand-offs between the design team and developers, resulting in faster product iteration and development cycles.
Technologies: Miro, Figma, Adobe CC
Senior UX Designer
2019 - 2020
Target Australia
- Redesigned the order status feature by conducting in-depth user research and usability testing, resulting in a more intuitive and seamless customer experience for online shoppers.
- Led the discovery and research phase for the redesign of Target on Catch, focusing on user behavior analysis and mapping user journeys to enhance the shopping and checkout experience.
- Developed a comprehensive design system, including grid systems, iconography, and UI elements, ensuring design consistency across multiple digital platforms and accelerating the design-to-development process.
- Collaborated with cross-functional teams to enhance search functionality on Target’s website, resulting in improved user engagement and streamlined navigation based on data-driven insights.
- Created detailed wireframes and high-fidelity prototypes, which facilitated smoother communication with developers and stakeholders, ensuring the efficient implementation of new design features.
- Mentored junior designers and collaborated with other UX professionals to foster a culture of design excellence and innovation, contributing to the overall improvement of the user experience across Target’s digital channels.
- Executed user testing sessions to validate design decisions and continuously refine the order status and checkout experiences, improving overall customer satisfaction and reducing cart abandonment rates.
Technologies: Miro, Figma, User Testing
Senior UX Researcher & Designer
2018 - 2019
DDB Worldwide
- Developed a bespoke customer experience (CX) framework for Volkswagen Australia’s Digital Retail Experience, enhancing both in-store and online interactions through comprehensive user research and journey mapping.
- Created user personas, empathy maps, and user flows for Volkswagen Australia, ensuring that their digital solutions were user-centered and aligned with customer needs and expectations.
- Led ethnographic research and shadowing to map the Novice Painter Journey for British Paints, repositioning the brand as a leading DIY solution based on real user insights.
- Designed and facilitated workshops for the FBG eCommerce website, guiding team ideation and fostering collaboration to drive innovative and practical design solutions.
- Crafted and managed user testing programs for Volkswagen Australia, validating design concepts through data-driven feedback and ensuring alignment with user needs and behaviors.
- Analyzed quantitative and qualitative data gathered through surveys and interviews for the CX Index project, providing actionable insights to improve user experiences and inform design decisions.
- Mentored junior designers and collaborated closely with cross-functional teams, creating a cohesive design strategy that was both innovative and user-centric.
- Streamlined tasks and improved team efficiency by implementing new design tools and methodologies, accelerating project delivery while maintaining high-quality outcomes.
Technologies: Sketch, Miro, Adobe CC
Brand Design & Strategy Lead
2017 - 2018
Institute of Public Administration Australia
- Led the strategic rebranding of IPAA across Australia, including its subsidiaries and the Integrity and Ethical Leadership Program (IELP), ensuring a cohesive brand experience that aligned with the organization's values and objectives.
- Developed a comprehensive visual design system, integrating print, digital, and physical spaces, which enhanced the consistency and user experience of IPAA’s brand across multiple touchpoints.
- Conducted stakeholder and member interviews to gather insights into branding challenges, which informed the creation of intuitive branding strategies that resonated with government officials and corporate members.
- Established a communication methodology, including tone of voice and visual language, ensuring that all IPAA materials—from reports to event branding—were aligned with the organization's mission and values.
- Designed and executed a user-centric brand experience (BX) that incorporated research-driven insights, resulting in a seamless and engaging journey for customers interacting with IPAA and its subsidiaries.
- Collaborated with cross-functional teams to align brand strategy with IPAA’s core offerings and events, improving the consistency of their branding across various platforms and enhancing their public perception.
- Implemented the rebranding across all media platforms, including print collateral, websites, and physical environments, ensuring a unified and recognizable visual identity for IPAA and its subsidiaries.
- Fostered a collaborative design process by working closely with internal and external stakeholders, ensuring that the rebranding initiatives were well-received and effectively implemented.
Technologies: Adobe CC, Sketch, Brand Strategy
Branding & Communication Lead
2014 - 2017
Commercial Bank
- Led internal brand equity initiatives that strengthened the bank’s identity across multiple internal and external communication platforms, improving employee engagement and customer interaction.
- Designed digital platforms, including the CB Touch app, Exit Permit app, and CB Fact dashboard, optimizing the user experience (UX) and interface design (UI) for seamless interaction across mobile and desktop devices.
- Executed service design strategies for internal communication platforms and HR services, resulting in more efficient processes and improved employee satisfaction across the bank.
- Developed and implemented a mobile career fair experience that leveraged augmented reality (AR) to engage employees and potential recruits, showcasing the bank’s innovative approach to talent acquisition.
- Created marketing collateral for internal campaigns, including employee engagement surveys, town halls, and performance management events, ensuring that brand messaging was consistent and impactful.
- Spearheaded the design of a PDF workflow-based service design system, streamlining internal operations and improving communication efficiency within the bank’s departments.
- Enhanced the design of internal and external communication touchpoints, including dashboards, apps, and recruitment websites, leading to increased user engagement and better brand alignment across digital and physical channels.
- Collaborated with cross-functional teams to integrate branding into the bank’s digital transformation initiatives, aligning the brand’s core identity with its growing suite of digital tools and platforms.
Technologies: Adobe CC, Sketch, Revit, Brand Strategy
Branding & Communication Lead
2011 - 2014
Qatar Museums
- Led internal branding and communication design for Qatar Museums and Mathaf: Arab Museum of Modern Art, aligning institutional norms with cultural values to enhance both employee engagement and visitor experiences.
- Developed a comprehensive wayfinding system for museum spaces, ensuring intuitive navigation for visitors across exhibitions and events, contributing to a seamless visitor experience.
- Produced marketing collateral and digital campaigns for museum collections and events, including social media, films, and immersive digital installations, enhancing the museum’s reach and public engagement.
- Designed and managed the production of high-profile publications, including art journals, magazines, and exhibition guides, ensuring visual consistency and quality across both Arabic and English publications.
- Executed a branding and UX overhaul for the Naira web and mobile apps, including user interface (UI) and communication strategy, resulting in a more engaging and user-friendly digital experience for museum employees.
- Spearheaded the design and branding for museum exhibitions and events, incorporating multimedia elements such as interactive digital installations to create immersive cultural experiences.
- Created branded workspaces for Human Capital and a well-being center within the museum’s corporate offices, enhancing employee satisfaction and productivity through thoughtful spatial design.
Technologies: Adobe CC, Revit, 3D, Brand Strategy
Concept Designer & Design Director
2005 - 2011
LAUSANNE PROJECT MANAGEMENT
- Developed a comprehensive branding strategy for luxury resorts in Fiji, including Hilton and GHM Resorts, ensuring a cohesive brand identity that aligned with the resorts' premium positioning.
- Designed and implemented concept architecture and interior design for luxury hospitality projects, seamlessly integrating brand identity into physical spaces, enhancing the guest experience and reinforcing the resort’s visual identity.
- Produced high-quality advertising and communication campaigns for the resorts, covering pre-sales, launches, and ongoing promotional activities through motion graphics, architectural renderings, and interior design elements.
- Oversaw the production of digital and print materials, including brochures, advertisements, and social media content, effectively capturing the luxurious offerings of the resorts and driving customer engagement.
- Collaborated with cross-functional teams across New Zealand, Australia, and Fiji to deliver high-impact designs that consistently exceeded client expectations, ensuring timely delivery of projects.
- Designed visually compelling event branding and marketing materials for resort launches, successfully enhancing the overall guest experience and generating high levels of engagement and brand loyalty.
- Maintained brand consistency across all touchpoints, ensuring that the brand's visual identity was reflected in every aspect of the resort experience, from the architecture to the marketing materials.
- Led creative direction for luxury branding projects, ensuring that every design element, from architecture to promotional content, aligned with the resort’s brand vision and premium market positioning.
Technologies: Adobe CC, Adobe Flash, AutoCAD, 3D Visualization, Brand Strategy
Visiting Faculty – School of Design
2007 - 2007
Massey University
- Taught and mentored final-year design students in typography, guiding them through the principles of type design, hierarchy, legibility, and creative expression to prepare them for professional careers.
- Delivered comprehensive lectures and workshops on typography, covering both theoretical concepts and practical applications, fostering creativity and technical skill development in students.
- Provided individualized feedback and mentorship to students on their typography projects, helping them refine their work and achieve high standards of design excellence.
- Developed a curriculum focused on typography and visual design, ensuring students were equipped with the knowledge and skills to create effective and aesthetically pleasing typographic solutions.
Technologies: Adobe
Senior Designer
2003 - 2005
Image Centre
- Executed marketing projects from conception to production and art directed photo shoots for clients.
- Designed websites, brand identity, brochures, magazines, and product packaging.
- Reviewed junior designers’ work to ensure high quality of design and production.
Technologies: Adobe Dreamweaver, Adobe Flash, Adobe Photoshop, Adobe InDesign, Adobe Illustrator, Rendering, Marketing, 3D Design, Brand Strategy
Senior Designer
2002 - 2003
Mind Works
- Carried out projects from concept to production. I began as the sole designer for a boutique.
- Designed for a boutique set-up, including brand identity, website design, interactive CDs, magazine design, product catalogs, retail advertising, and sales promotional campaigns.
- Designed monthly product catalogs for Adidas, Mizuno, and Yamaha.
Technologies: Adobe Director, Adobe Dreamweaver, Adobe Flash, Adobe Photoshop, Adobe InDesign, Adobe Illustrator, Marketing, 3D Design, Brand Strategy
Designer
1994 - 2002
Strategies
- Assisted local and national agencies on a freelance basis as a junior visualizer across Mumbai, Delhi, and Baroda.
- Established my own studio as an independent freelance designer, an individual startup studio, Strategies. Carried out projects for clients and fellow design and advertising studios in India.
- Carried out print and digital design projects for companies in Silicon Valley, USA, during the dot com boom. Designed tutorials and Flash-based animation and websites for clients in the USA and India.
- Authored various CBT CDs in Macromedia Director for Tata Mcgraw Hill publication in India.
Technologies: Adobe Director, Adobe Dreamweaver, Adobe Flash, Adobe Photoshop, Adobe InDesign, Adobe Pagemaker, Adobe Illustrator, Architectural Design, Architecture, Rendering, Marketing, 3D Design, Brand Strategy
Other Experience
Education
1990 - 1993
Bachelor of Fine Arts Degree in Applied Arts with Typography
Maharaja Sayajirao University of Baroda - Baroda, India
Certifications
JANUARY 2001 - PRESENT
Human Computer Interface Design Certificate
Indian Institute of Technology
Skills
Tools
Miro, Usertesting.com, Sketch, Adobe Illustrator, Adobe Photoshop, Adobe InDesign, Adobe Experience Design (XD), Apple Keynote, InVision App, Affinity Diagrams, Adobe Dimension, Origami, Sketch 4, Adobe CC, InVision, Zeplin, Twinmotion, Articulate Storyline, Adobe Captivate, Lumion, InVision Studio, Articulate Storyline 3, Autodesk Revit, Maxon Cinema 4D, Flinto Prototyping, OmniGraffle, Unreal Engine, Adobe After Effects, Tableau, Adobe Flash, Adobe Dreamweaver, Adobe Director, Adobe Pagemaker, Adobe Premiere Pro, Creo, Revit, Adobe Substance 3D, AutoCAD, Adobe
Languages
Visual Design Language, Processing
Platforms
Figma, iOS, Webflow CMS, MacOS, Android, Webflow, Salesforce, Windows, Arduino
Industry Expertise
Architecture, Marketing, Banking & Finance, Applied Design
Other
Instructional Design, Online Course Design, User Research, Interface Design, Human-centered Design (HCD), User Testing, Web UX, Intranets, Arabic Typography, Web UX Design, Presentation Design, Discovery Workshops, Journey Mapping, Icon Design, Visual Design, Visual Research, User Needs, Card Sorting, Ethnographic Interviews, User Interviews, Stakeholder Interviews, Stakeholder Management, Website Redesign, Adaptive Design, User Acceptance Testing (UAT), Wireframing, Web UI Design, Adaptive, Responsive UI, Portals, Design Patterns, Heuristics, Golden Ratio Grid, Desktop Web Design, Mobile Web Design, Iconography, Line Icons, Rapid Prototyping, Paper Prototyping, Remote Prototyping, Minimum Viable Product (MVP), Qualitative Research, E-learning, Mobile Learning, UX Sketching, Learning, Storyboarding, Interactive Design, App UX, Mobile App Design, UI Design, Persona Design, Affinity Mapping, Wireframe to Product, UX Pattern Design, Service, Booking UX, Logo Design, Brand Design, Mobile Splash Screens, User Journeys, User Empathy, User Validation, Writing & Editing, Brand Guidelines, Logotype, Logo Systems, Brand Architecture, Type Design, Grid Systems, Stationery Design, Typography, Hand Lettering, Lettering, Corporate Identity, Responsive Email Templates, Tone of Voice, GRID, Book Typesetting, Brochure Design, Publication Design, Newsletter Design, EPUB, PDF Design, 3D Design, Spatial Design, Award-winning, Taxonomy, Corporate Branding, State Government, Event Branding, Environmental Graphics, Space Planning, Store Design, Symbol Design, Design Thinking, Environmental Design, Interior Design, Signage, Wayfinding, Typesettings, Signage Design, Digital Branding, Digital Brand Identity, Letterhead Design, Brand Positioning, Web UI, Responsive UX Design, Atomic Design, Infographics, Interactive Maps, Web Design, Illustration, Branding, User Experience (UX), User Interface (UI), Information Architecture (IA), User Flows, User Journey Maps, Empathy Mapping, Customer Experience, Service Design, Google Material Design, Design Systems, VR Interfaces, Augmented Reality (AR), Virtual Reality (VR), UX Strategy, Design Sprints, Design Research, UX Research, Data Visualization, Prototyping, Print, Graphic Design, Marketing Design, Product Design, Dashboard Design, Digital Product Design, Interactive UX, Microinteraction Design, Interactive PDFs, Lottie, Interactive UI, Creative Direction, Design Direction, 3D, 3D Rendering, Architectural Design, Immersive Experiences, Rendering, Brand Strategy, Web Development, Recruitment, Performance Management, Career Coaching, Typography Animation, Kinetic Typography, 3D Floor Plan Design, Motion Logo Design, 3D Visualization, Saudi Arabia, Business Card Design, Healthcare Management Systems, Motion Graphics, Motion Design, Personas, Interaction Design (IxD), Remote User Testing, Remote Usability Testing, Voice User Interfaces (VUI), Hype, X Reality (XR), Virtual Reality App Design, Unreal Engine 5, Overflow, CornerStone, Animation, iOS Design Guidelines, System Usability, Custom Typeface Design, Stationery, Brand Identity, Envelope Design, Art, Internet of Things (IoT), Blockchain, Unity, UX Design, Landing Page Design, Responsive Web Design (RWD), UX Prototyping, Relux
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