Singapore Management University (SMU) is set to rebuild its website from ‘the ground up’ with the help of TEQUILA\, TBWA’s digital specialist brand, over the next 10 months. It was awarded the project following a three-way, eight-month pitch process, supported by Pebble Road for the research and analytical requirements of the project.
The overhaul of the SMU website is designed to bring to life the core tenet of innovation that the SMU brand was built on. It will address the ever-changing needs of more than 30 very different internal and external stakeholder groups. Since it first opened its doors in 2000, Singapore Management University (SMU) has offered a new generation of tertiary students a unique style of education that has proven highly successful.
It will be developed through a research and data driven design approach that reduces complexity and increases engagement to ensure provision of the most efficient structure for all stakeholders, from students to research professionals, from practicing business professionals to the external scientific community.
The website will address the growing influence of social engagement and mobile communications on a multi-device compatible platform. Regular focus groups will provide insights into the most practical and efficient approach to these fast-evolving channels.