VeraVibes: Securities and Exchange Commission of Pakistan (SECP)

Senior Graphic Designer/Asst. Director

Securities and Exchange Commission of Pakistan, Pakistan-Mar'12 – Sept'15

End-to-end project manager for major IT initiatives, marketing and creative campaigns - from requirements analysis, strategy creation, designing and implementation to usability evaluation of websites/apps. Researched, designed and rebranded SECP full branding toolkit with published branding guidelines to ensure consistency in the brand image across all departments and third party vendors.

Graphic Designer/Marketing Coordinator

Client Insight, Canada- Aug'12 – Sept'15

Design of corporate identity and creative promotional graphics for CI and sister company "Gemstone Cattle Company". Using my analytical skills and keen understanding of CI consumer's journey, enhanced and improved the UI/UX of CI website and social media platforms. Generated tweets for CI clients to produce monthly ROI and attain high search engine ranking.

1/1/17

Crafting Securities and Exchange Commission of Pakistan Brand Identity

All Government Logos- SECP is on 3rd column 2nd one from left to right

This project was one of the most interesting I have done over the years. The SECP logo follows the typical Pakistani government logos color scheme - green. Considering the modern way to search for companies, SECP logo was difficult to identify when placed with other government logos. I collaborated with the various departments (IT, HR) and reported to the Chairman. Also, it did not reflect the values and vision that the organization followed. My role was to streamline the brand image, maintaining consistency and reducing the marketing cost. This included:

• Market Research and Information Architecture
• Interaction Design: Ideation, Wireframe, Adobe XD Prototype
• Visual Design Guideline
• Hi-fi Mockup with Adobe XD
• Social Media Campaign

Challenge and Approach

My challenge was to locate the SECP's records on their logo, so that the new logo incorporated the historical values that the organization portrays but at the same time distinguish itself from other government institutions. I researched the organization's vision and history in the internal documents, developed the brand goals and the compeititive analysis report for implementing the brand on websites and portal. I wrote the concept proposals, deliverables for each phase and presented to the Chairman for approval.

Ideation

Corporate Identity
I redesigned SECP's corporate identity to distinguish it from other governmental organizations and also reflect its value. Making the employee portal as a one point access for all automated templates for Memo, Newsletter, Presentations and Banners as a complete package- accessible from all branches of SECP across Pakistan.