jennifer leinweber

Creative Direction / Strategic Design

Category: Branding
  • AWATS
    AWATS

    Challenge

    • Aviation engineering consulting firm needed updated brand identity
    • Desired to be competitive in modern aerospace market
    • Required professional digital presence to attract high-value clients
    • Sales materials didn’t reflect expertise and capabilities

    Solution

    • Complete brand identity refresh
    • Modern, professional visual system that communicates technical expertise
    • Comprehensive digital ecosystem and sales collateral
    AWATS’ Capabilities Presentation / Pitch Deck, Powerpoint Slides

    Process

    Competitive analysis

    Identified current brand challenges

    Explored re-naming and repositioning

    Visual logo & brand explorations

    Refinement, approvals, execution

    AWATS business cards — design variations on back

    Deliverables

    • Brand identity and logo system
    • Business cards
    • Email signature templates
    • Social media marketing
    • Sales pitch deck redesign
    • Brand guidelines & resource toolkit
    • Website design & development

    This project was a collaboration with designer Annaliese Cline who created the brand direction, identity guidelines and the initial sales deck design. Logo design and all other elements were designed by Jennifer Leinweber.

    AWATS Primary Logos
    AWATS Color Palette
    AWATS Photography Style Page
    AWATS Typography: Secondary Typeface

    Select pages from AWATS’ Brand Guidelines

    Impact

    • Modern branding gives AWATS credibility in the aerospace industry
    • Professional digital presence that generates client confidence
    • Sales-ready materials that clearly communicate value proposition
    • Cohesive branding across all touchpoints
  • RMO
    RMO

    Challenge

    • International orthodontic company needed brand refinement and updated marketing presence
    • Existing brand lacked cohesion across print, digital, and tradeshow materials
    • Needed to maintain brand recognition while elevating professional presence

    Solution

    • Refined existing brand identity for consistency and modern appeal
    • Developed comprehensive visual system across all touchpoints
    • Created scalable templates for ongoing marketing needs

    Deliverables

    • Brand style guide and visual standards
    • Website redesign — worked with Marketing Director and Web Development Agency to ensure design standards were maintained within their ecommerce and cms frameworks
    • Print marketing materials (mailers, product one-sheets and posters)
    • Email marketing design & updated templates
    • Updated PowerPoint pitch deck and presentation templates
    • Packaging design for Synergy Class Archwires products
    • Tradeshow booth graphics and collateral
    • On-brand technical data visualization for orthodontic products to quickly communicate information to orthodontists seeking products for patient treatment solutions
    • Digital marketing templates
    RMO's Tradeshow Booth at AAO 2025

    Impact

    • Cohesive brand presence across international markets
    • Professional, polished materials that elevated brand perception
    • Scalable system that empowers internal team to maintain consistency
  • Wellness from Siam
    Wellness from Siam

    Challenge

    • Branding for Luxury Thai Massage studio starting from scratch
    • Needed culturally authentic brand appealing to upscale wellness market
    • Photography challenge: capturing authentic images of Thai massage

    Solution

    • Complete brand development from concept to launch (6-month timeline)
    • Refined logo with culturally sensitive Thai elements and language
    • Sophisticated visual system reflecting luxury positioning
    • Collaborated with interior designer/architect on brand-consistent space
    • Partnered with social media agency to capture authentic treatment imagery and video and launch strategic social media awareness campaign

    Deliverables

    • Brand identity system (logo variations, color palette, typography)
    • Interior design consultation and environmental signage (interior/exterior)
    • Website design and development
    • Social media framework and initial content
    • Print collateral: business cards, gift cards, service menus, information cards
    • Event marketing materials for hotels, gyms, wellness centers
    • Digital marketing toolkit (Adobe Express)
    • Custom photography/videography art direction

    Impact

    • Successful January 2025 launch with immediate traction
    • 50+ five-star reviews (Google, Yelp, TripAdvisor) in first nine months
    • Strong differentiation from typical Thai massage studios
    • Client praise for atmosphere and experience validates design strategy
    • Ongoing partnership for continued marketing materials
  • KC A Cappella
    KC A Cappella

    Challenge

    • Non-profit nationally acclaimed A Cappella organization needed cohesive branding for their parent organization and group, Soundproof
    • Student social media managers needed clear guidelines and easy-to-use assets and tools
    • Required press kit and branding strategy that could be applied consistently across social media and music streaming platforms
    • Needed turnkey solution that students could execute independently throughout the year
    Screenshot of KC A Cappella's Intsagram Story and Instagram Grid created by the students with the Canva Brand Kit provided.

    Solution

    • Developed scalable logo system that works standalone or as cohesive family
    • Created dynamic visual language inspired by sound waves with fluorescent colors and gradients
    • Built complete brand toolkit in Canva for students to create social media posts and marketing collateral

    Deliverables

    • Flexible logo system for KC A Cappella and Soundproof
    • Expandable framework for future performance groups
    • Sound-inspired visual elements (wave patterns, gradients)
    • Vibrant fluorescent color palette
    • Comprehensive brand guidelines with specific posting instructions
    • Canva brand toolkit with social media templates, music streaming graphics, performance promotion, album artwork, event posters
    • Theme strategy for year-round application
    KC A Cappella | Soundproof Logo Lockups from the branding & identity guidelines.
    KC A Cappella example typography page from the branding & identity guidelines.
    KC A Cappella color palette from the branding & identity guidelines.
    KC A Cappella gradient blends from the branding & identity guidelines.
    KC A Cappella concentric circles design elements from the branding & identity guidelines.

    Select pages from KC A Cappella’s Brand Guidelines

    Turnkey KC A Cappella social media post templates provided in Canva Brand Kit
    KC A Cappella logos in the Canva Brand Kit
    KC A Cappella color palette in the Canva Brand Kit

    Assets from KC A Cappella’s Canva Brand Kit

    Impact

    • Students empowered to create professional, on-brand materials independently
    • Cohesive visual presence across all platforms and sub-groups
    • Scalable system ready to expand as new groups form
    • Eliminated need for ongoing design support
    • Energetic brand that captures vibrancy of a cappella performance