• Home
  • Projects
  • Books
  • About
  • Shop
  • Resume
  • More
    • Home
    • Projects
    • Books
    • About
    • Shop
    • Resume
  • Home
  • Projects
  • Books
  • About
  • Shop
  • Resume
Briana Chen

Z-Choice International

Redesigning a global company’s digital presence

Overview

To garner more impressions and leads on digital channels, I launched a project to rebrand the company Z-Choice International in 2021. This was a year-long project that included the creation/implementation of a style guide as well as the application of the rebranding material to the existing site and social platforms.


Z-Choice International is a global business expansion service that drives U.S. brands to succeed in China. This includes a comprehensive consultation to help provide consumer and market insights, as well as identification of gaps and opportunities. I worked there as a Marketing Manager, learning about global outreach to Fortune 500 companies as well as the logistics behind it.


The rebranding project led to company-wide implementation, +300% weekly website impressions, and +940% unique visitors to LinkedIn page. It's still being used by Z-Choice as a guiding star for its online brand/presence.

ROLE

Marketing Manager


COMPANY

Z-Choice International


TIMELINE

2021 - 2022


SKILLS

Digital Marketing

Graphic & Website Design, Canva, Figma

Brand/Corporate Strategy

Multi-Channel Marketing

Social Media Marketing

Problem

Despite actively working with international clients, Z-Choice did not have a fully optimized digital presence. Its website and socials were not updated, and its branding was inconsistent. Clients found it difficult to connect with Z-Choice online, which was negatively impacting new leads.

Solution

Develop a complete redesign of the Z-Choice brand & digital channels broken into 3 key stages: creating a consistent style guide for company-wide use, rehauling the website, and rebranding existing social pages.

Goals

  • Style Guide: Clearly identify style elements to guide brand consistency across channels
  • Website Optimization: Implement branding into website and increase # of weekly impressions
  • Social Rebrand: Update LinkedIn, increasing unique visitors

Tactics

Style Guide

Website Optimization

Website Optimization

Using tools such as Figma and Canva, I worked with the CEO to establish Z-Choice colors, a new logo, typography, and mechanical guidelines. Multiple iterations of the style guide were created based on survey feedback from employees and A/B user testing.

Website Optimization

Website Optimization

Website Optimization

Once the style guide was created, leg #2 of the project focused on rehauling the existing website to reflect the new branding. Additionally, we added SEO-optimized headers and content to boost impression metrics.

Social Rebrand

Website Optimization

Social Rebrand

We measured the number of unique visitors to the LinkedIn page after incorporating new branding elements. The idea was that a sleeker, more polished social presence would give the brand greater credibility in the eyes of consumers.

Excited to work this into our digital branding. Looks AMAZING!

CEO, Z-Choice International

Results & Key Learnings

  • Implementation on a company-wide scale
  • +300% weekly website impressions
  • +940% unique visitors to LinkedIn page
  • 6 new brands scouted after implementation

  1. Branding needs to be holistic. Our impressions and engagement soared after the rebrand, reflecting the importance of visual consistency across channels.
  2. Change can be difficult. Many employees needed onboarding help for the new style guidelines.
  3. Project management can be scary! It was my first time owning my own project in a company and at times it felt impossible to push my ideas through. With persistence and cooperation, though, I was able to reap the benefits for both my own growth and the company's.

You can tell Z-Choice has the expertise. One Google search will tell you all about how well you've worked with all these international brands in China.

Expo West 2022 Exhibitor

Next Steps

Today, the Z-Choice International brand still operates under the same style guide, which is revised and updated on a regular basis. The style guide is also included in the documents provided to new employees to help them understand the visual essence of the brand.

Copyright © 2024 Briana Chen - All Rights Reserved.

  • Contact

This website uses cookies.

We use cookies to analyze website traffic and optimize your website experience. By accepting our use of cookies, your data will be aggregated with all other user data.

Accept