/Brand identity & guidelines
/Web Design
/ Print Assets
Overview
Bowen Immigration & Services helps individuals and families navigate the Canadian immigration process. I refreshed the company’s brand and redesigned its website to create a more professional, approachable, and consistent customer experience. The project included stakeholder interviews, competitor research, logo design, visual identity, brand collateral, UX/UI design, and responsive WordPress development with custom HTML and CSS.
Challenge
The existing identity and website no longer reflected the credibility or personal support Bowen provided. The brand lacked a distinctive visual system, while the website made it difficult for prospective clients to understand the company’s services and find relevant information. The challenge was to create a recognizable identity rooted in Bowen’s Canadian focus without relying on generic immigration imagery, then translate it into a clear, accessible website that supported users across devices.
Results
The new identity introduced a custom “B” mark combining a maple leaf with a path-inspired form, supported by a consistent colour palette, typography system, and marketing collateral. The redesigned WordPress website clarified Bowen’s services, improved navigation and conversion paths, and created a cohesive experience across the brand’s digital and print touchpoints. Together, these improvements contributed to a 50% year-over-year increase in conversions.
