Digital // Identity // AndWhatIThink

Design Brief

Given an expanding range of works across a multitude of genres and work, Mr. Robert Chai has eventually approached us to conjure up a new design for his personalized blog named AndWhatIThink.

This new website was touted as a visual identity that Robert seeks to extend himself away from his Professional work, to allow space to truly express the various topics that came across his mind.

With specific requests in design fundamentals that will depict an uncutbold and simple feel to the brand identity, we eventually derived the just of border-thickened, hollow and capitalized fonts of the bare brand itself.

Upon careful placement of the text in alignment, we were able to place the 鈥業鈥 as a base center, to symbolize the truth that lies within the context of the brand identity.

Lastly, with careful discussions with Robert, we had also suggested his content porting over from a standardized WordPress platform release, over to a Medium platform, as we ourselves have found that the overall experience of bare writing has been so significantly improved with the change.

Our last update with him has seen that his website has indeed flowed smoothly with the new logo, and he has expressed his thanks for the suggestion as he has been enjoying the new writing experiences, which has remarkably boosted his output in writing in the month pertaining to his move.

Design Concept

Client & Medium

Mr. Robert Chai

Digital Brand Identity.


  • Concept Design
  • Digitization of Brand Idea
  • Color Blending


  • Raw
  • Uncut
  • Simple
  • Bold
Design is a solution to a problem. Art is a question to a problem.John Maeda, Nick Yeh, Lead Product Designer of Mobile Apps at Citrix Systems
See Other Designs We Had Done
Print // Banners // SMU SISS GLOW Pageant 2017 // Pageantees Banner

Print // Banners // SMU SISS GLOW Pageant 2017 // Pageantees Banner

Interactive // UX-UI // SAVEURY // Mobile App2017

Interactive // UX-UI // SAVEURY // Mobile App2017

Digital // Identity // AndWhatIThink

Digital // Identity // AndWhatIThink

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