Kingsmen's Online Presence

I...

shaped the online transformation of Kingsmen's global site, launching it in time for the group's 45ᵗʰ Anniversary celebration.

For

Kingsmen - a design & production company with 21 offices globally, and locally listed on Singapore's stock exchange market.

The Moving Parts

1. Management & creative team reps

2. Regional comms & marketing teams

3. Developers from webtech agencies

Process

As an internal comms personnel at their HQ, I had to understand the brand's long-standing position, their revitalized purpose, and align with the many moving parts of the amorphic organisation.

Most initially, the site content had to delineate the different teams and their roles, works, services, and function as an archive for all stakeholders.

Then, I scale down the essential information through simplifying the browsing experience in categories, words, design, & interface.

Design was integral in the process to seamlessly connect the many pages.

Working with the webtech team took rounds of testing, tweaks, & approval. This moved the feedback stage up for internal teams to review as well.

Besides considering types of audience who will use the site, the navigation was also refined across all platforms. Testing out desktop view vs mobile experience means noting gestures like switching from arrows to finger swipe gestures, done to optimise user experience.

Making it concrete & credible with content

A portion of time was dedicated to retrieving archival content from the old site and to update current projects on the new site.

I had to reach out to most marketing & regional teams to obtain relevant content of their projects. Information like media, project details, client's testimonials etc. (This content was also useful in building the narrative of the company's 45ᵗʰ Anniversary digital coffeebook - a project parallel to this.)

With many varying expectations across the board - management's overall vision, team's specific voice, and the emerging creative front of the entire organisation, it took some back-and-forth negotiation and understanding.

Channeling a wholesome and inclusive message for all meant that I made the calls on the ideal representation as we reach finalisation stage.

Here, the webtech agency applied similar design template and layout for the participating regional offices who were on board the rebranding movement. With a site made broad enough to represent the global offices, this was released for the organisation's global audience.