Leila Sohaing
Building brands with strategy, clarity & purpose
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Leila is ready for their next project!
As Lead Brand Designer at Case Study Brands, I led the brand identity for Point Quest Group, an education organization. Starting with positioning and brand strategy, I translated the organisation’s goals into a cohesive visual identity designed to resonate with both school leaders and families. The final identity system balances credibility with warmth while providing a scalable foundation for future growth.
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Framework Custom Builders is a luxury home construction firm specialising in custom homes and renovations across New York and Connecticut. Following the brand strategy phase, I led the visual strategy by defining the brand's visual positioning, conducting competitive analysis, and developing a comprehensive identity system. Designed to reflect architectural precision and premium craftsmanship, the new identity helps position Framework as a trusted partner for architects, designers, and high-net-worth homeowners.
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Aise is a conceptual skincare brand built around a simple premise: wellness should simplify your life, not add to it. Inspired by growing consumer overwhelm and decision fatigue, I developed a reduction-led brand strategy and visual identity that transforms minimalism into a functional system rather than a stylistic trend. Through restrained typography, intentional spacing, refined packaging, and clear product architecture, the brand is designed to reduce cognitive load and make skincare feel calm, intuitive, and effortless.
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