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Built Environment Accelerate to Market Programme (BEAMP) Cycle 4 & 5

Visual Campaign

BEAMP is an ecosystem designed to attract solution providers to address specific built environment challenges. Therefore, effective communication mediums that deliver messages clearly and create a seamless user journey are key objectives of this project.

During my time as Creative Lead at Padang & Co, I collaborated closely with my team to spearhead numerous design initiatives. These included the re-launch of their website, pitching new art directions, crafting compelling email marketing visuals, and orchestrating various other creative-centric projects.

Client

BCA Singapore

Year

2022 - 2024

Partners

Georgina - Designer
Paul - Video Producer

Scope

Creative Direction

Web Design

Email Marketing

Video Edit

Launch of BEAMP Cycle 5 at an event

Physical Launch

Jump to outcome

Design Process

As a recurring program, my process primarily focused on guiding stakeholders on how to improve by identifying untapped creative opportunities to keep the brand fresh.

1 - Discover

Onboarding

  • Creative discovery session

  • Past runs evalutation

2 - Define

Research

  • Moodboarding pitching

  • Website lo-fi prototyping

3 - Create

Design

  • Marketing content

  • Website launch

4 - Analyse

Maintenance

  • Heatmap and traffic tracking

  • Content updates

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Discover

Reviewing past contents for actionable insights

Before beginning creative research, we met with stakeholders to review past content and identify areas for improvement. Recognising the website as the main traffic and information repository, we focused our review on it. Here are some of our findings:

Insight

Art direction can be more engaging and less structural looking.

Insight

Managing backend content was challenging, as it relied mainly on manual edits and lacked the CMS functionality.

With this in mind, I suggested taking a leap and starting afresh on another platform to address these challenges while mitigating the risk of rebuilding our resources in a new environment.

Define

Art Direction

Next, we conducted a pitch to discuss creative direction and action plans. Out of several proposed directions, we shortlisted the theme of "Building Block" and began visualising it using abstract 3D blocks to represent various organisations assembling together as part of BEAMP.

Snapshots of workshop materials used for drafting the creative brief

Outcome

Campaign Launch

Email Marketing

To kick off the launch of a new application cycle, I crafted a series of dynamic outreach materials designed to attract startups and large corporations, with the main aim of building a community.

Launch

Reminder

Pre-launch Engagement

Event Activation at SWITCH

Website

Rolling out the revamped website as a one-stop portal for program details and the success stories of participating solutions. - Live link

Website Walkthrough (Hover to preview)

Traffic growth

A 298.5% growth of visitorship and retention over the same campaign period in comparison to the past run before the website overhaul.

Analytics during launch period

Snippets of video editing done for the launch.

Video Production

Together with my team handling the videography, I assisted in client coordination and planning, and contributed my own experience in animation to produce promotional long-form videos for BEAMP.

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