Dexian

My Role
Lead Brand Designer

Services
Brand Identity (Visual, Verbal, Interactive)
Naming
Brand Strategy
Brand Launch Campaigns
Brand Film
Art Direction
Illustration (by Soyoung Park)
Event Space Design & Collateral
Website Design

When DISYS and Signature Consultants came together, they weren’t just combining operations—they were redefining what a tech staffing partner could be. They needed more than a logo. They needed a bold new identity to reflect a bigger ambition: to challenge an outdated, transactional industry with a smarter, more human approach.

This is a project about fusion. About the spark that happens when two forces align around a shared purpose—and build something that moves the whole category forward.

Black Sky Thinking,
Grounded in Strategy

This wasn’t just about a name or a look. It was about black sky thinking. Going beyond the blue-sky brainstorms and into something bolder, more directional. A reimagining of what a staffing brand could be if it broke from the factory model and centered human partnership.

At the core was the guiding light - a unifying idea that symbolized clarity, alignment, and forward motion. It informed every creative decision. The fusion graphics seen here were born from that same spark: two distinct forces converging, creating energy, direction, and possibility. Not just decoration, but a visual language for a brand built to move with purpose.

A dark beach scene with a calm ocean, a small boat near the shore, and a sky transitioning from daytime to sunset.

After several sprints and a long list of nearly 300 options, we landed on the name Dexian. It blends “dexterity”—agility, skill, and adaptability—with “-ian,” a suffix that suggests expertise and belonging. The name reflects their commitment to innovation, quick thinking, and strategic problem-solving in a constantly evolving landscape.

The brand mark is a visual expression of connection—the moment clients and candidates come together. At its center is the “X” from Dexian, a bold and symmetrical element we chose to emphasize for both its clarity and significance.

The wordmark features an extended tail that trails off into light, symbolizing guidance, momentum, and forward progress.

We created an ownable image library to bring warmth, depth, and real human energy to the brand. I led the art direction across the shoot—guiding wardrobe, casting, and pre-production and selected photographer Mari Amor (formerly Abigail Bobo) for her ability to capture quiet confidence and modern professionalism without cliché.

An ownable image library

Two women sitting on a peach-colored sofa, laughing and looking at a smartphone. One woman wears a blue top and the other a black top. There are books on the table in front of them and a pink textured vase.
Two colleagues, a man and a woman, are engaged in conversation during a work meeting in an office conference room. The man is smiling and holding a pen, while the woman is gesturing and holding a paper. Other colleagues are seated in the background, working on laptops.
A woman and a man sitting at a table in an office, engaged in a conversation. The woman is holding a pen, and the background features a blue wall with abstract black and white art.