Simplifying Telecom Services for Korean immigrants in Canada
Hanin Telecom is an e-commerce company based in Vancouver, Canada, helping Korean immigrants navigate local telecom services with ease. I worked on redefining the company’s values, mission, and target audience through thoughtful market segmentation. By developing a customer persona that focused on first-time users, I refreshed the brand to enhance its identity and overall strategy, making Hanin Telecom more approachable and customer-friendly.
ROLE
Graphic designer
TIMELINE
May 2020 - July 2021
SKILLS
Logo design & branding
Typography
Color theory
Marketing Research
TOOLS
Figma
Illustrator
Photoshop
InDesign
Google suite
Identifying challenges, designing solutions.
To boost brand awareness and improve communication with customers, the company needed more than just a fresh look—it needed a complete overhaul, including a CRM system. Here’s how I helped solve these challenges
The Problems
When I joined this project, Hanin Telecom already had a loyal customer base with high expectations. However, their visual branding didn’t reflect the quality of service they provided, and many customers were unclear about what the company stood for. I had to put myself in the customers’ shoes to understand their needs and design a solution that resonated with them. This also involved building a design system from the ground up.
The solutions
Working as an in-house designer gave me the unique advantage of understanding both the customers and the internal workings of the company. I conducted competitor research, collaborated with the team and CEO on a new design system, and gathered valuable customer insights from the CS department. Through this process, I developed a clear vision for rebranding the company.
Here’s what I focused on:
Rebranding and developing a complete design system.
Creating a CRM system and establishing a communication channel via KakaoTalk.
Setting a new direction for ad designs.
Designing a branded pitch deck that effectively communicated the company’s value, business model, and services.
Designing a logo that reflects trust and community
While researching customer feedback on community websites, I noticed recurring themes in the reviews—words like trust, gratefulness, people, and community stood out. These insights guided my approach to designing the logo. To simplify competitor analysis, I reduced their logos to basic shapes and chose a square and circle as the foundation for our brand’s design.
For the first draft, I combined three vector icons—hug, handshake, and people—to visually represent connection and community. I also transformed the top of the letter "H" to resemble people, emphasizing human relationships. The primary color I chose was blue, known for symbolizing trust, loyalty, sincerity, and wisdom, while also creating a sense of stability.
Crafting ads that resonate with customers
To create effective copywriting and ads, I teamed up with the customer service team to gain a deeper understanding of what our customers truly need and the challenges they face. After gathering insights, I wrote copy and designed posters that told relatable stories—ones our customers could really connect with.
This approach helped shape a unique brand strategy that set us apart from competitors. As a result, we saw a 30% increase in engagement, with more views and comments on our ads.
Designing a Pitch Deck That Makes an Impact
Building a brand identity goes beyond logos and marketing designs—a well-crafted presentation is just as essential. Since this pitch deck would be one of the first things shown to potential partners, I wanted it to stand out. I developed fun, engaging layouts that presented our data clearly and effectively, making the information easy to digest. In addition to the pitch deck, I created internal training handbooks to streamline the onboarding process, helping new employees get up to speed more smoothly.
Building CRM system for better efficiency
When I first joined the company, customer service was being tracked through Google Sheets, which often led to missed follow-ups and could potentially harm the brand's trustworthiness. To improve this, I researched various CRM platforms to find a solution that could better track customer interactions and behaviour. Unfortunately, we couldn’t find a platform that fully met our needs and goals.
So, I took matters into my own hands and developed an improved Google Sheets system with automation and colour-coded statuses, making it much easier for the CS team to track progress and follow up efficiently. To further enhance communication, especially with the 16-hour time difference between Korea and Canada, I created a KakaoTalk channel and blog page to help customers get the support they needed even outside of regular service hours.
Learning & Reflection
Working at this organization gave me the chance to wear many hats and grow in ways I hadn’t expected. Here are some of the key lessons and insights I gained along the way:
Empathy is key to good design
Understanding the needs and experiences of the customers was crucial to the success of this project. By collaborating with the customer service team and gathering feedback, I realized how important it is to empathize with customers. This approach led to designs that were not only visually appealing but also truly resonated with the audience.
Flexibility and Problem-Solving
When the initial search for a CRM platform didn't yield the right results, I had to think creatively and adapt. Developing a customized Google Sheets solution with automation showed me the importance of being flexible and finding practical ways to solve problems, even if it means going back to basics.
Designing with Purpose
Throughout this project, I was reminded of the importance of purpose-driven design. Whether it was creating a pitch deck or improving customer communication, each design decision was focused on delivering value and solving a specific problem, rather than just looking good. This reflection reinforced my design philosophy that usability and business goals are just as important as aesthetics.
Thank you!
To the CEO, Dilon for trusting me and giving me the opportunity to lead the projects along the way. And another big thank you to the CS team for supporting and collaborating with me the whole way!
