From Misunderstood to Memorable

The Ask
Sugarbox was entering a new chapter. While the product had evolved, the brand identity remained outdated. It was commonly misread as a telecom or Wi-Fi service, largely due to a logo constructed from signal bars.

In reality, Sugarbox was offering something far more distinctive: a local content delivery network that enabled users to stream digital content without internet access. The existing identity lacked this clarity, both visually and strategically. The challenge was to bring the brand in line with its purpose.

The Approach
The objective was to clarify perception and communicate value through design. I collaborated with the team to explore multiple creative directions for the rebrand, guiding the process from ideation to final execution.

We arrived at a system that removed the telecom cues and replaced them with a clean, symmetrical symbol. The new identity expressed access, flow, and simplicity. The updated palette added versatility across formats including screen, print, and outdoor applications.

My role extended into execution across mediums. This included posters, social content, Google ads, pitch decks, and in-train stickers. I also oversaw production and color accuracy to ensure visual consistency across all touchpoints, from digital interfaces to print materials.

This rebrand was more than a visual upgrade. It was a strategic reset that aligned the brand’s identity with its core offering: uninterrupted digital access made effortless.