SingTel myBusiness is an online portal that is focused on helping Small and Medium Enterprises (SMEs) in Singapore by simplifying their adoption process of information and communications technology. It serves as an online resource for business, innovation, and technology news within the community, Software-as-a-Service apps, and aggregated opportunities like grants and assistance schemes.

I was involved in auditing and unifying their brand assets, and creating a consistent corporate communication across their portal, digital ads, and traditional collaterals. This project required a great amount of research and interviews as different ‘pillars’ of the brand were owned by various departments, resulting in a non-unified tone of voice, imagery and content groupings in their communication materials.

 

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Approach

The guide was grouped into 3 main parts –  ‘Brand’, ‘Design Guidelines and Application’, and ‘Digital and Traditional Assets’. ‘Brand’ was based and built on previous manifestos. Easy-to-understand application examples were used to guide both internal departments and SAAS vendors in maintaining a consistent visual tone.

 

 

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Challenges

Colour was initially used to associate pillars/services of the site.

As there was a possibility of adding or removing these pillars in the future roadmap, this wasn’t going to be a sustainable solution moving forward. The association was removed and a new palette was designed, keeping in mind the stakeholders’ requests for loud and vibrant colours that complements the parent brand colour and the gradient commonly used in their flagship stores.

The challenge here was coming up with colour guidelines that can be consistent and easy to follow while keeping the flexibility of using a wide array of vibrant colours. Indigo and Cranberry were the 2 colours kept after posterising the gradient, which served as the base for building the palette. The 2 palette options and its rules mentioned below were the final 2 choices taken into consideration.

OPTION A

OPTION B

Colour permutations tested for brand tone

An application example of palette Option B on illustrations

 

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Matrices

Usage matrices were used in workshops to assist stakeholders in acknowledging inconsistencies and identifying.

Example of logo variants, subsets and their usages.

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Website components

Most of the effort and time in this project’s timeline was spent identifying and auditing all existing UI patterns. While documenting them, issues like duplication of functionalities with inconsistent UIs resulted in a necessary revision of UI components and content templates.

 

 

Pages from the Website Components section.

UI sheet with LV1 & LV2 templates.

 

Thank you for your time.