jennifer leinweber

Creative Direction / Strategic Design

Category: Creative Direction
  • 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
  • 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