Work
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Mycle
Mycle
Mycle is an automotive maintenance platform that delivers an “easy and convenient car care experience” nationwide. Led the project from strategy through execution, defining the brand strategy, creative direction, visual identity system, copywriting, and brand guidelines. Directed photography and oversaw the end-to-end design process, collaborating with a BX designer on graphic production.
Brand Identity
Product Design
Car Service
315+
Brand Allies
Established a dominant physical presence through 289+ "Brand Alliance" offline stores, creating a consistent brand touchpoint across the country.
2X
Operational Velocity
Doubled operational throughput by architecting a standardized packaging framework and fulfillment system, effectively cutting resource dependency in half.
Visual Integrity
Eliminated visual fragmentation by transitioning to a high-fidelity single-color system, ensuring 100% print quality and cross-medium consistency.
"Our challenge was to architect a seamless brand identity that resonates across digital and physical realms, bridging the gap between customers and partners through a unified visual language."
"A human-centered illustration system was developed to make technical car maintenance feel easier and more approachable. Built with simple forms and minimal detail, the visuals support information without overwhelming it. Together with the icon system, they create a warm, consistent product experience that builds clarity and trust."
"We had a program designed for partners with high loyalty to Mycle, encouraging them to operate their shops under a higher standard of service. However, rather than pushing them to display promotional materials unilaterally, we needed to shift the frame so they could actively promote Mycle as brand allies. We repositioned the Certified Repair Shop program not as a simple partner initiative, but as a branded touchpoint that guarantees a trustworthy vehicle maintenance experience."
"Our illustrated characters serve as both a visual signature and a functional communication tool. Designed for versatility, these assets bridge the gap between technical complexity and user understanding"
"A 30×30 cm LED sign was defined as the primary visual anchor to enable instant recognition of Mycle-certified repair shops. Designed and implemented through a structured process from visual design to on-site installation, the sign functions as a clear point of trust, reassuring users even in the absence of additional information."
"To create a memorable finish beyond the repair itself, a signature scent was developed and applied after each service at Mycle Certified Repair Shops. The project was planned with the field operations team, with sole responsibility for fragrance composition and packaging design."
"Many Mycle Certified Repair Shops are independently owned garages run by mechanics who genuinely care about their customers. To express both their authenticity and craftsmanship while reinforcing their sense of belonging to Mycle, we collaborated with a fashion brand to create a custom engineer jacket."
