Jolene Chang: Co-Founder and Design Director at Bettermade Agency

I’m Jolene, a hipster tiger mum, weight lifting noob, and a technology obsessed designer based in Sydney.

I was born in Taiwan, raised in New Zealand, and finally found my home in Australia. I'm on a mission to make a positive impact in the community.

When I began my career in digital advertising, I learned the craft of design and creative problem-solving. I now know a thing or two about manufacturing and PR as a result of challenging myself with a Kickstarter campaign. At my last job, a Software as a service (SaaS) marketing company, I was able to learn how to use analytic data to tell compelling stories.

With the arrival of my own children, I began to have a growing desire to make this world a kinder, healthier, and a more peaceful place. I can help grow the brands that are making our world a better place with all the skills I have picked up over the past two decades.

Born with the ability to turn a Word doc into designs that please the eye. Designing both online and offline since 28.8kbps.

Working as a digital designer in advertising and being deeply involved in the marketing department of a medium-sized enterprise has been a stroke of good fortune for me.

The knowledge and experience I have gained in the past decade have played a significant role in shaping both my identity and the kind of company I aspire to lead.

Client: Genbook

Genbook, one of the first online booking platforms, faced the challenge of being perceived as a faded appointment booking software despite offering a full suite of tools to help service businesses manage their shops.

After conducting customer research and discovering a loyal customer base in the hair and beauty industry, Genbook underwent a total makeover to transform into a sophisticated business building assistant.

Instead of leading with software features, the brand story focuses on solving problems like no-shows, phone distractions, and work-life balance. The messaging emphasizes building better experiences for clients and business owners, and the brand identity is adaptable with a logo mark of seven symmetrical dots in various colors with purple as a base.

The visual language emphasizes three objectives:

• elevating from noise and distractions,
• building bond and trust with clients, and
• total control over the business.

Client: VW

Volkswagen, one of the largest car manufacturers in the world, created a car app that allows drivers to track their vehicle's performance and access a range of features remotely. The app connects to the car's onboard computer system, giving drivers real-time information on fuel economy, mileage, and maintenance schedules. Additionally, the app enables drivers to remotely lock and unlock their car, locate it in a parking lot, turn on the climate control, and even start the engine. The app was a success, with over 1.5 million downloads in just two years, and has helped Volkswagen to stay competitive in the ever-evolving automotive industry. The success of this app highlights the importance of innovation and technology in the modern age of automobiles.

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Client: Panadol

Children's Panadol, a brand of paracetamol formulated for children, is a household name in Australia. The brand has a longstanding reputation for providing effective relief from pain and fever in children. However, in recent years, the market for children's pain relief has become increasingly competitive. To stay ahead of the curve, Children's Panadol launched a campaign that focused on educating parents about the importance of accurate dosing. The campaign included a range of initiatives such as the development of an interactive dosing device and a website that provides parents with practical advice on how to administer the medication safely. The campaign was a success, with sales of Children's Panadol increasing by 12% in the year following the launch. This case study highlights the importance of understanding customer needs and developing a targeted marketing campaign that effectively addresses those needs.

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Client: Brammo

Brammo, a Swedish electric motorcycle manufacturer, recently faced controversy after deciding to crowdsource their new logo. After the CP+B interns' attempts at designing a logo fell short, a contest was launched on CrowdSpring.com where designers could submit their work and the winning design would receive a $1000 award. Many in the design world criticized this move, feeling that good design couldn't come from a contest like this. However, the contest is now over, and there are two strong logo options for Brammo to choose from, with a third design to be used on a Brammo t-shirt. The new logo will be an important part of Brammo's brand identity, and the public is encouraged to share their opinions on which design they like best. The logo didn't get picked, but it was a great lesson and experience nonetheless.

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