ON - OFF

Branding DesignCayi led the visual identity development for ON OFF, creating a clean, versatile, and recognizable brand system. His work included:Designing a modern and minimalistic logo adaptable to digital and physical formats.Establishing a color palette, typography system, and graphic style that reflects the brand’s energy and target audience.Developing brand assets such as social templates, ad mockups, and packaging visuals to ensure consistency across all touchpoints.Building a visual language that balanced creativity with clarity, making the brand stand out while staying user-friendly.Creative Testing for AdsBeyond static branding, Cayi executed ad creative testing to identify what visuals drove the most engagement and conversions. His contributions included:Designing multiple ad variations (different visuals, hooks, layouts, and CTAs) tailored for TikTok, Instagram, and Meta ads.Running A/B tests to measure performance across creative angles — e.g., lifestyle-focused visuals vs. product-focused designs.Applying data-driven iteration, where winning creatives were scaled and underperforming ones were refined or replaced.Ensuring each creative aligned with ON OFF’s brand identity, while still pushing the limits of experimentation for growth.