Beam Mobility — Brand Building & Design Strategy
The driving force behind Beam's increased brand recognition.
As the Head of Brand Design, I strived to achieve exceptional brand exposure and results through various touchpoints. With our collective efforts, we achieved the impossible.
I developed a Brand Building & Design Strategy with the goal of optimizing the efficiency and effectiveness of our design work in order to achieve our mission. Through the strategy, I identified key touchpoints that are crucial for managing a high volume of design requests across eight countries, while ensuring that our design executions meet high standards that go beyond aesthetics.
Furthermore, I am pleased to say that my team was able to achieve significant milestones while performing their regular design responsibilities. Notably, we were able to revamp our website and launch the Code Stars Competition within a week, both of which were successful ventures. We also achieved other accomplishments as well, but these two were particularly noteworthy.
The two primary DNAs of Brand Design function are as follows:
🌏 Building exceptional brand experiences
🖌️ Developing scalable designs
Roles
Leadership, Design Strategy, Hands-on & Collaborative Efforts
Year
January, 2022 to May, 2023
List of countries we managed
Australia, New Zealand, Malaysia, Korea, Japan, Thailand, Turkey & Indonesia
Stakeholder's Recommendations
➊ Created Brand Experience through Compelling Visuals
➜ Articulated the Brand with a Consistent Tone of Voice & Visual Direction
Vehicle Safety Education
CAMPAIGN
➜ View more
➊ Designed Brand Experiences across multiple touchpoints
➜ Crafting a comprehensive and captivating design strategy plan that ultimately elevates the brand's identity and values to the next level.
B, Safety Ambassador
3D ANIMATION
Campaigns, Social & in-app Content
ENGAGEMENT
➋ Ensured brand and design consistency at Group level
➜ Responsible for developing the brand and overseeing my visual designers to ensure high-quality work that aligns with brand guidelines.
➜ Upholding design fundamentals and best practices are implemented consistently across all touchpoints and communications channels
Brand Playbook
BRAND IDENTITY
Brand Website
WEBSITE BUILT ON WEBFLOW
Brand Assets
ICONS & ILLUSTRATIONS
Brand Photoshoots
PHOTOGRAPHY
➌ Created a definitive plan and built a flexible design framework that can be adapted and scaled as needed
➜ My team goal is to establish a strategic plan and scalable design framework to decrease dependence on visual designers for lower-priority design tasks.
To illustrate, here're some key touchpoints:
Editable Social Content
Made content editable on Figma for stakeholders to access
Brand Assets (Icons & illustrations)
The components were transformed into interactive elements with variations using Figma.
Tender Templates (Portrait & Landscape)
InDesign tender documents were restructured and redesigned as 'Plug & Play' Google Slide templates.
Vehicle Stickers
Sticker shapes and sizes were redesigned and standardized across all vehicle types and models.
Internal Content Hub
A pool of information and downloadable assets was maintained on Confluence for easy access by internal stakeholders.
➍ Design tasks were streamlined into three Workflows
By improving the categorization of the design tasks, I'll be able to better understand what needs to be done and prioritize the design briefs of my stakeholders.
➜ Different workflow options that are available for submitting design tasks
➀ Slack Channel: #simple-design-request
Design tasks and adaptations that can be finished within a 30-minute timeframe.
➁ Slack Channel: #web-support
Some of the typical tasks involved in website maintenance include updating the content, images, and forms.
➂ A step-by-step design form
If there are design tasks that do not fit into categories #1 or #2, stakeholders can provide a design brief along with other relevant details to guide the design process.
➜ A dedicated channel for stakeholders to access and view past design works from other markets
➃ Slack Channel: #design-works
By creating this channel, we can provide a valuable resource for inspiration and insight.
Our stakeholders can implement unique designs and stay current with the latest design trends and best practices in Beam through the empowering resource of our new channel.
➎ Developed design good practices in Brand Design
➜ Organising a clutter-free workspace is crucial in Brand Design, as it will increase workflow efficiency and file accessibility.
➏ Monitored and optimized the performance of the team
➜ As the business rapidly grew, the volume of design tasks significantly increased. As a crucial member of the team, I am consistently monitoring and measuring performance through tracking metrics, optimizing our team's workflow to achieve the most optimal results.
