Questionnaire designed as part of a brand launch with customisable avatars.
Singapore Press Holdings (SPH), a leading media organisation in Singapore, unveiled a refreshed brand identity to better reflect its evolution and ambition to be a creator of quality content and experiences, amidst the changing media landscape.
The refreshed brand includes a new logo that pays tribute to SPH Media’s heritage while capturing the company’s progression. The logo stands for the importance of giving a voice to Singapore and to all those who call Singapore home, while inspiring conversations and providing quality content to enhance the lives of audiences.
Idea Ink was asked to propose a creative solution to raise awareness and engagement of the brand launch amongst SPH staff.
A fun questionnaire and illustrated SPH-themed avatars that embodied the company's core values. The site would be screened on a large Samsung SmartTV, located at the SPH office lobby to maximise engagement.
Since the interaction's launch in mid-March, there were over 450 submissions and social media posts. The data was collected and organised in a chart for the client's analysis.
First, we began by mapping out the user's journey. Through understanding the purpose of this interaction, our team was able to recommend a smooth web experience for its users.
Next, our team worked closely with the branding team, to ensure the microsite and avatars would be designed with the new colours and themes in mind. This ensured overall brand alignment throughout the questionnaire.
Then, web development commenced. Starting with a wireframe, our developers visually mapped where every text, button and image would go, and what its respective interaction would be.
Last, we ensured the microsite was foolproof. Conducting multiple rounds of web testing and troubleshooting, we strived to deliver with accuracy and precision.
The logo incorporates elements such as the 'symbol' which reflects SPH Media’s pursuit of quality journalism and content creation, representing the narratives that reflect the identity of individuals and communities, it said in a statement.
The bold curves, open design of the logo and the choice of colour – harmony blue, come together to evoke a sense of vibrancy, inclusiveness and adaptability, it added.
The 'symbol' serves as a secondary graphic. This highlights the significance of the representation, communication, and conversation to the ongoing richness and diversity of the Singaporean culture.
"We are excited to unveil SPH Media's refreshed brand, a testament to our commitment as the relentless creators of content and experiences," said Fen Peh, head of corporate marketing and communications at SPH Media.
"The revitalised visual identity highlights our ongoing dedication to impactful storytelling and providing platforms for essential narratives. The brand refresh also aligns with our transformation journey amidst a highly competitive media landscape, as we continue to evolve our portfolio of news, entertainment and lifestyle media to engage our audience,” she added.
The refreshed brand launches officially on 14 March 2024. It will be supported by a social media campaign that will take audiences on SPH Media’s journey from its past to the future, familiarising them with the stories told and SPH Media’s brand identity.
The news comes shortly after SPH Media entered into an agreement to acquire technology media company Tech in Asia (TIA), according to a statement by SPH Media in November last year. With its reach and capabilities, TIA is expected to strengthen the offerings of SPH Media and, in particular, that of The Business Times (BT).
The synergies from the acquisition, which was completed in January this year, will deepen the value BT brings to businesses and readers in the region and accelerate its goal of becoming a regional player for business and tech news, and events, according to SPH Media.
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