McLaren SIngapore

Brand System and Creative Direction

   Project Info

THE BRIEF

Challenge:
How to make content engaging to the singaporean audience as most content aretaken from global assest

Insight:Audience like to be part of something bigger than themselves espacially for a brand like McLaren
Solution: Create 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 ROLE

Developed 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

Social Brand Design Language

The Direction

McLaren is known for its relentless pursuit of excellence, a mindset that requires constantly
returning 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.

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

Social Content

Stylescape

Dynamic | Exciting | Vibrant
This 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.

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 Exclusive SG Experience SG Event Day Recap

All Mclaren SG does not content paid media*

Lead Up To F1 Race

Lead Up

2,126 Likes
76 Comments
16 Repost
82 Share

Lead Up

8,849 Views
444 Likes
7 comments
67 Shares

Lead Up

14, 800 Views
1,600 Likes
19 Comments
60 Re-shares
87 Shares

Exclusive SG Experience

Exclusive SG Experience

290,000 Views
81 Comments
81 comments
689 Reshares
5,119 Shares