Mclaren Singapore
Brand System and Creative Direction
CHALLENGE
How to make content engaging to the singaporean audience
as most content are taken from global assest
INSIGHT
Audience like to be part of something bigger than themselves espacially for a brand like McLaren
SOLUTIONCreate content that is localised and foster a stronger sense of community
within the Mclaren SG club member by sharing more events and sharable moments
MY ROLEDeveloped a scalable visual identity system based on technical blueprint aesthetics,
translating high-stakes global brand guidelines into a dynamic social framework.
that the design can be easily execute and directed the vision of the video reels
Design Language
McLaren is known for its relentless pursuit of excellence, a mindset that requires constantlyreturning to the drawing board to optimize and refine.
To mirror this philosophy, I built the design language around blueprint lines,
visually echoing that dedication to perfection throughout the feed.
Brand World
Dynamic | Exciting | VibrantThis design system gives us the flexibility to experiment with diverse content types, keeping the feed fresh and engaging.
Most importantly, it anchors these creative variations to maintain a cohesive visual harmony across the entire page.
IG Page Improvements
Before Vs After
Updated bio to inject more of our distinct brand personality to our bio line
Redesign Highlights to make images more visible
Re-organise according to Events | Product Line-Up
Use of macro shots to reflect the sleekness of each car
McLaren F1
With 2025 being a monumental year for McLaren, the Singapore Grand Prix became the ultimate focal point as the team stood on the brink of clinching the Constructors' Championship.
To capitalize on this high-stakes moment and drive massive traffic to the McLaren SG social channels,
we developed and executed a strategic, four-part audience engagement campaign.
Lead Up To F1 Race
All Mclaren SG does not content paid media*
2,126 Likes
76 Comments
16 Repost
82 Share
8,849 Views
444 Likes
7 comments
67 Shares
14, 800 Views
1,600 Likes
19 Comments
60 Re-shares
87 Shares
290,000 Views
81 Comments
81 comments
689 Reshares
5,119 Shares
9,820 Views
609 Likes
7 Comments
60 Shares
4,448 Views
260 Likes
4 Comments
49 Shares
3,165 views
141 Likes
14 Shares