Role: Marketing Manager

Responsibilities: Research, analysis, concept development, creative direction, UX web wireframes, graphic design

Brief Summary: Southeast Asia Globe (SEA Globe) was a media company that had grown from a single magazine to four publications, event production group and custom publishing house. The business owners needed the media company name and branding to reflect more than only the flagship publication, entitled Southeast Asia Globe. Company was rebranded to Globe Media Asia with redesigned logo, visuals, copy and digital presence.

Challenge

With the company’s addition of new publications and events, the name “Southeast Asia Globe” was no longer representative.

The challenge was to build awareness of the company as a whole – rather than seeing each publication as separate – among potential advertisers and partners. We aimed to create a stronger image of the company to attract larger advertisers.

Approach

I collaborated with an external consultant, the publisher, editorial team and business team to understand our identity, values and brand platform through internal interviews and workshops.

I led user research, concept development, message development and website design. Worked with the webmaster to develop UX/UI web design strategy and with the editorial team to write copy.

Output

Company name: Globe Media Asia to bring a cohesive framework to the company’s different teams, cultures and brands.

• Templates: business cards, letterhead, visuals for advertising sales team, showing each of the company’s divisions. Red became our brand color because of its boldness and that it is already associated with the company through Southeast Asia Globe magazine.

• New company website (globemediaasia.com), which involved collaboration with the webmaster, editorial team and photographer. The color red again features prominently. Throughout the website, attention is called to each of our brands to show the strength of our portfolio. We also created a prominent “Who We Are” section to tell our brand story and give a more human/personal aspect to our company.

• Banner stand advertisements that would be displayed alongside each other at events