01Context
During my Marketing & Branding internship at Xiamen ITG Group, I worked on a strategic redesign brief for the company’s English introductory materials. The project was aimed at improving communication with international audiences, and was prepared for an internal presentation to the Marketing & Branding Department, which would further refine the recommendations before handing them over to the design team to guide the development of the new materials.
02The Challenge
ITG’s existing materials provided extensive information about the company’s operations and achievements, which reinforced its corporate credibility. However, some translations lacked accuracy, with awkward phrasing or grammatical issues that occasionally misrepresented ITG’s business activities. The materials also sometimes lacked clear visual hierarchy, featured competing visual elements, or contained excessive information, resulting in slides that were difficult for international audiences unfamiliar with ITG to digest.
The challenge was to reconsider how this information could be structured and presented for more effective communication. My objective was to explore how the presentation could become clearer, more engaging, and easier to navigate while maintaining its depth, credibility, and brand identity.
03Research & Insights
To explore how ITG's materials could be improved, I researched the English introductory materials of established international trading and supply chain companies, including Trafigura, Marubeni, Mercuria, and Louis Dreyfus Company (LDC).
My analysis focused on how these companies introduced complex business ideas, structured their information, and shaped their identity visually. Trafigura’s use of concise language to explain complex ideas, Marubeni and Mercuria’s information structures, and LDC’s use of visual storytelling and brand colours were the main aspects I highlighted as references for the proposed redesign.
This research reinforced my initial ideas about making the language more concise, establishing a clearer information structure, and creating cleaner, more cohesive visual layouts. It also encouraged me to consider how the language, use of imagery, and brand colours could be used in a way that felt more authentic to ITG’s identity, creating a more engaging, storytelling-driven approach while preserving the professionalism and credibility of the original materials.
LDC Analysis
04Proposal
Communication Strategy
I proposed a new five-part structure: Who We Are, What We Do, Sustainability, What We Stand For, and Connect With Us. This structure was designed to make the information easier to navigate while introducing a more personal, storytelling-driven narrative that placed greater emphasis on the company’s values, people, and commitments.
I also recommended rewriting the opening company introduction to better explain what ITG does and provide context for its business activities before introducing the company’s mission, vision, and core values. This would build a stronger foundation for the viewer to understand the information presented throughout the rest of the materials.
Finally, beyond restructuring the presentation, I proposed prioritising concise messaging and a more selective use of statistics. By presenting ITG’s achievements through a more engaging narrative, supported by relevant performance metrics, the materials could communicate the company’s strengths more effectively without overwhelming the audience with information.
Creative Direction
For the visual direction, I proposed creating a cleaner and more cohesive presentation while maintaining ITG’s established corporate identity.
One of my main suggestions was to establish a more intuitive visual hierarchy through more whitespace, greater balance between text, images, and data, and a more restrained use of decorative elements. The aim was to make individual slides easier to navigate and allow key information to stand out while keeping supporting details clear and accessible.
I also recommended incorporating more authentic photography throughout the presentation. Rather than relying heavily on generic industry images, using more company-owned photographs of ITG’s infrastructure, employees, and events would introduce a more personal feel while also communicating the scale of the company through visual storytelling, complementing the written descriptions.
Finally, I proposed using ITG’s signature red more intentionally throughout the presentation. By applying the colour selectively to highlight the most important information on each slide, alongside more restrained layouts and whitespace, the presentation could reinforce ITG’s visual identity while establishing a clearer information hierarchy.
Our Path to Net Zero
Caring for Dreams
05Outcome & Handover
The project concluded with a 42-page redesign brief bringing together my research, proposed communication structure, rewritten content, and visual direction, as well as a 15-slide visual direction presentation with examples of redesigned slides.
I presented the brief to the Marketing & Branding team, who responded positively to the proposed changes. During our discussion, the team agreed to take forward several recommendations, including the more selective use of ITG’s signature red, simpler visual presentation, more concise language, greater use of authentic company photography, and increased emphasis on the company’s social impact.
At the time of the handover, the new English-language materials had not yet been completed. The brief was intended to serve as a reference for the next stage of development, guiding the design team's work.
06Beyond the Main Brief
Alongside my main redesign project, I supported additional initiatives within the Marketing & Branding Department, gaining experience in ESG-related event preparation and internal merchandise development.
ESG Film Screening
I supported the preparation of an internal ESG film screening event, contributing to discussions around the event setup and attendee experience. This included providing input on the event layout and process flow, as well as assisting with on-site preparations and the distribution of branded gifts.
The experience gave me insight into how corporate social initiatives can be communicated through internal events, and how practical details contribute to creating an organised and engaging experience for employees.
Internal Merchandising
I developed concepts for new internal branded merchandise, including card holders and IP-themed mystery boxes, exploring how these products could reflect ITG's brand identity while remaining practical and appealing to employees. I also contacted manufacturers to discuss potential production options and assess the feasibility of the proposed concepts.
This gave me experience in considering both creative direction and practical production requirements, translating initial branding ideas into potential physical products.