Woofy WiFi Woofy is a prepaid WiFi broadband service owned by Henry Sy Jr. and led by President Rene Dos Remedios, who also spearheaded Smart Bro Broadband. When asked to pitch a branding strategy, I discovered that their current branding was causing confusion—many people mistakenly assumed Woofy was a dog food brand due to the name and the use of a real dog as their mascot. There’s more to the story behind their logo and name, but the key issue remains: how to address the misidentification without losing the beloved dog presence. I need to make changes that clarify their identity while still honoring the original concept. Challenges People often mistake the Woofy brand for a dog food or grooming service due to its name and dog-centric logo. Although the name “Woofy” is a playful nod to WiFi, the use of real dog images leads to confusion about its true identity as a telecom and WiFi broadband provider. The client wishes to retain the beloved dog character, logo, and presence while addressing these misconceptions and reinforcing their role in the telecommunications space. Old Brand Solution I developed a strategy to eliminate real dog photos, which were causing confusion. Instead, I transformed their dog logo into a dynamic mascot exhibiting varied emotions, angles, and actions. This friendly, family-centric character—with a WiFi signal tail—embodies Woofy’s broadband service and serves as a memorable symbol across all marketing materials. The approach forges a stronger customer connection, with the dog character becoming the face of Woofy. This culminated in the “Making Connections Memorable” campaign, highlighting that Woofy offers not just high-speed surfing but also meaningful, lasting bonds—truly making Woofy man’s best WiFi. New Brand Illustrated Dog Character Animated Dog Character (Over the years, management decided to adopt a yellow dog motif, so their current logo and character now feature a yellow dog.) Following the proposal of this strategy, I partnered with Woofy as a marketing collaborator. Since then, I have contributed to their marketing collateral, website development, and advertising efforts. Mock-Ups/Designs Actual Output
Arx
Arx ARX is a trust-driven community that brings together individuals, businesses, and regulators in a secure, exclusive environment. I had the opportunity to work on a freelance project for ARX, where I developed their brand identity and produced an animated infovideo that was showcased to the Cagayan Economic Zone Authority (CEZA). Challenges The challenge was to create a branding solution that was both simple and deeply meaningful. As a newcomer to the tech industry—despite my background in website design, development, and product-based e-commerce—this project allowed me to explore a fresh and exciting creative approach. Solution The solution involved conducting a competitor analysis and examining simple, timeless logos that resonate with modern minimalist aesthetics. Mock-Ups of Logos Chosen logo The final logo design opted to drop the “E” in “Exchange,” resulting in the streamlined and distinctive “Xchange.” InfoVideo Animation
Ludy’s Peanut Butter
Ludy’s Peanut Butter My team at Creativelair Design Studio helped secure Ludy’s Peanut Butter as a client. Initially, they wanted a website, so I created a detailed mock-up, which our lead developer then brought to life. This successful project opened up further opportunities for me, including independently designing the packaging for Ludy’s Ice Cream and crafting a mock-up for their new packaging concept. Challenges They were looking to modernize their branding and website, which had been stuck in the early 2000s. Their vision included launching an e-commerce platform, updating their packaging to resonate with today’s audience, and introducing a new product. Solution The solution involved researching competitors and presenting our findings to the client. We highlighted the essential design changes, explaining why each choice was necessary to create a distinctive and timeless aesthetic that would stand out for years to come. for 6 seconds We conducted a competitive analysis and presented our findings to the client, outlining the key design enhancements needed to ensure their brand stands out for generations. Ludy’s Peanut Butter Website ( https://weloveludys.com/ ) Ice Cream Packaging (Launched) Packaging Proposal (Not Launched)
Eastvantage
Eastvantage Eastvantage is a Belgian outsourcing company operating in the Philippines. As my third employer—similarly to my role at Hoppler—I handled brand identity development, video ad campaigns, website design, as well as digital and printed marketing materials. Challenges Adapting to Eastvantage’s established brand guidelines wasn’t particularly challenging since they were already in place. However, they didn’t have a dedicated graphic designer before I joined, and their social media team was handling design tasks. I was the first to take on the designer role, which allowed me to elevate their materials to a more professional standard. By this point in my career, learning and following brand rules had become second nature, thanks to my experience with various employers and clients. Solution During this period, I introduced new design strategies while collaborating with my team to ensure brand alignment. I also leveraged my video expertise to produce engaging ads, and had the chance to further refine my graphic design and UI/UX design skills in the process. Eastvantage Basketball Team Jersey Eastvantage Folder Eastvantage Wall Decal and Frames Eastvantage Video Campaigns Eastvantage Video Campaigns
Staff Virtual
Staff Virtual Staff Virtual was my second employer. Initially, I was contracted for five months to support one of their clients, Kids Inc. Aruba, creating characters and animations for their interactive e-books. When that contract ended, I was hired internally as a graphic designer, where I produced marketing materials, participated in photoshoots, and designed landing pages and digital ads. Challenges The greatest challenge arose from shifting my responsibilities after finishing the project with Kids Inc. Aruba. While I initially focused on video creation using After Effects, Illustrator, and e-mag studio, once the contract ended, Staff Virtual transitioned me into website and marketing tasks. Although I had similar experience at Hoppler, I had to refocus on creating corporate materials for this new role. On top of that, there were no formal branding guidelines in place—only a single logo and a color—so materials were often produced without a cohesive style. Solution I conducted a thorough review of their branding, even though there was no formal guideline in place. I then developed a list of best practices—including do’s and don’ts—to maintain brand consistency. Ultimately, the key was open communication with both the team and supervisors, which enabled us to successfully coordinate campaigns and produce cohesive marketing materials. https://www.youtube.com/watch?v=zgEqIRfcjY0&t=30s E-mag studio is now defunct, so most of my work with Kids Inc. Aruba is no longer accessible. However, they still have short ads I created available on their YouTube channel. Marketing Materials Landing Page Landing Page Business Cards
Hoppler Inc.
Hoppler Inc. Hoppler Inc., a real estate brokerage, was my very first employer. When it started out under the name Housing Interactive, the company later split into two entities, giving rise to Hoppler. I was hired as their second multimedia designer and was immediately tasked with revamping the brand’s marketing collaterals, fine-tuning its brand identity, producing video ad campaigns, and contributing to website design and development. During my time there, I also took on photography and videography assignments. Through these responsibilities, I gained a diverse skill set that I now bring to my work with clients and employers. Challenges As a fresh graduate entering my very first company, I was immediately tasked with elevating Hoppler’s branding and marketing. The pressure was high, given that this was my first real branding project, and deadlines for exhibitions were fast approaching. I had to quickly master proper branding techniques while juggling a variety of deliverables—everything from digital and print materials to video campaigns. Despite the intense workload, this experience became a significant stepping stone in my professional growth. Solution Under tight deadlines, I focused on asking clear, detailed questions to ensure I fully understood my employer’s requirements. I established a streamlined workflow, using checklists, keyboard shortcuts, and organizing assets systematically. When I needed help—such as sourcing photos—I turned to my teammates to keep the process efficient. In situations like this, teamwork proved vital. Over time, I gained a solid understanding of my employer’s preferences, ultimately creating a strong brand identity and marketing materials that served the company for 5 to 6 years. Hoppler Calendar Hoppler Brochure Hoppler Business Card Mock-Ups Hoppler Booth Design Hoppler Video Ad Campaigns https://www.youtube.com/watch?v=x3ndGzt8O4Qhttps://www.youtube.com/watch?v=mUK0y367Oyc&t=21shttps://www.youtube.com/watch?v=onmBNiG55PM&t=4s Hoppler Newspaper Ad in United States Hoppler Door Hanger Hoppler’s 2015 UI/UX Website
