Jonathon Khuu

The Challenge
Member updates were designed primarily for desktop, despite most members accessing communications on-site via mobile. The format lacked clear hierarchy and was difficult to scan on smaller screens.

The Strategic Shift
Repositioned the monthly eNews as a mobile-first communications channel aligned with real-world member behaviour.

• Shifted from long-form blocks to modular content cards
• Strengthened visual hierarchy and content sectioning
• Prioritised scannability for time-poor, on-site audiences
• Optimised layout and calls to action for smaller screens
• Refined tone to be concise, direct and action-oriented

Impact
Delivered a mobile-first member update aligned to audience behaviour, improving clarity, usability and overall engagement.

The Challenge
Elevate the organisation’s flagship awards program to strengthen industry prestige and increase engagement across members and stakeholders.

The Strategic Approach
Developed and delivered an integrated communications strategy spanning brand identity, digital promotion and live event execution.

• Refreshed visual identity and produced cohesive brand assets
• Coordinated multi-channel campaign rollout across email and social
• Delivered event collateral and on-site visual communications
• Managed live content capture and post-event digital amplification
• Maintained consistent messaging and brand alignment throughout

Impact
Delivered a cohesive, high-impact brand experience across digital and live environments, strengthening audience engagement and organisational visibility.

The Challenge
Advertising requests from corporate partners were managed through fragmented email chains and informal briefing processes, creating delays, inconsistencies and unnecessary back-and-forth.

The Strategic Shift
Reengineered the advertising workflow to introduce structure, visibility and clearer expectations for both internal teams and external stakeholders.

• Implemented Jotform-based structured intake forms
• Standardised briefing requirements and asset specifications
• Redesigned media kits to clearly outline packages, inclusions and timelines
• Improved internal approval workflows and tracking
• Reduced reliance on manual follow-up and fragmented communication

Impact
Delivered a more efficient and scalable advertising coordination process, strengthening stakeholder confidence and improving internal clarity across campaigns.