MOI Global Digital Recruitment
Project Overview:
For this design portfolio project, I was commissioned to develop a social media campaign for a B2B agency targeting Singaporean platforms, with a focus on hiring within the region across various social media channels. The campaign needed to attract candidates for a variety of job roles while being culturally relevant and adaptable for multiple platforms such as LinkedIn, Facebook, and Instagram.
Research & Concept Development:
To ensure the campaign aligned with local business practices, I researched the unique business card (meishi) culture prevalent in East Asia. Business cards are a symbol of respect and professionalism in Singapore, often exchanged during business meetings and events. This served as the foundation of the design concept, using the business card as a metaphor for professional opportunities and trust.
Objectives:
Cultural Relevance:
The campaign needed to resonate with the Singaporean audience, incorporating elements unique to East Asian business culture.
Platform Versatility:
The visuals had to be adaptable across various social media platforms, ensuring consistency in messaging and design while accommodating different formats and sizes.
Business Focus:
While primarily a hiring campaign, the design also had to reflect the professional, B2B nature of the agency, ensuring it appealed to both job seekers and corporate clients.
Design Process:
Culturally-Inspired Visual Identity:
Design Prompt: The business card served as a design prompt, with each asset mimicking the clean, formal layout and precision of a typical East Asian business card.
Color Palette & Typography: I used a sophisticated color palette of blues, greys, and subtle reds to evoke trust, stability, and energy—key values in business interactions. The typography was kept professional and minimalistic to maintain clarity and focus.
Cultural Sensitivity: Throughout the design process, I ensured that the campaign remained culturally appropriate, avoiding overly bold or flashy design choices that might not resonate with the local audience.
Outcome:
The final campaign successfully positioned the B2B agency as a culturally-aware and professional brand within the Singaporean hiring landscape. The use of business card-inspired design elements resonated with local business professionals, reinforcing trust and professionalism. The campaign's versatility across multiple social platforms ensured wide reach and engagement from job seekers.
Final Thoughts:
This project highlighted the importance of cultural sensitivity and local relevance in design while ensuring that assets remain adaptable across different platforms. By focusing on a unique aspect of East Asian business culture—the business card—I was able to create a visually engaging and meaningful campaign that aligned with both the agency’s goals and the cultural context of the Singaporean market.
Platform Adaptability:
Multi-Platform Design: Each design was customized for optimal performance on different platforms, including LinkedIn (for professional networking), Facebook (for broader audience reach), and Instagram (for visual appeal and engagement). I created versions tailored for in-feed posts, carousel ads, and stories.
Consistency in Messaging: Despite the variations in format, the core message of the campaign remained consistent across platforms, emphasizing professional growth and opportunities in a way that would attract high-quality candidates.
Challenges & Solutions:
Balancing Cultural Nuance and Global Appeal:
One challenge was creating a design that resonated with the local culture while also appealing to a broader, professional audience. I balanced this by drawing on universally professional elements like clean design and subtle colors, while integrating the specific cultural touchpoint of the business card tradition.
Ensuring Versatility Across Platforms:
Social media platforms have varying requirements for visual content, so I designed assets that could be adapted easily without losing their visual impact or message.