Sun International – International Marketing & Creative Workflow Strategy

CREATING A MORE EFFECIENT CREATIVE WORKFLOW AND DESIGN SYSTEM FOR THE MULTI-PROPERTY BRANDS OF SUN INTERNATIONAL

STICKY NOTED

As I began working on gathering insights, it became increasingly clear that a huge pool of data and empathizing was needed to clearly define each stakeholders needs and ensure that a clear direction was defined and aligned upon before we commenced.  I proceeded to host various Emapthizing and Interview Sessions, as well as suppliment with current research into large-scale property creative systems, UX principles and consumer needs within the gaming and hospitalitiy industries. 

Many sticky notes were used ( and recycled! .

Sun International is one of Africa’s largest tourism, leisure and gaming groups and operates or has an interest in a total of 18 resorts, luxury hotels and casinos. They are on a mission to create magical experiences for its customers while remaining cost-effective and efficient during a time of national financial difficulties and shifting behavioural habits.

I was tasked with further developing the current system to suit the shifting needs for Sun Interntional Head Office, Fusion ( the in-house creative agency ), the On-Property Marketing Team and the SI Online Team.  

The Challenge

    • Appealing to 4 different stakeholders per 18 properties, each with different demands and brand guidelines.
    • Adhearing to the Sun International Core CI whilst expanding its reach
    • Working with a minimal team
    • Very legacy and traditional workflows and views to creativity and UX
    • A fear of change and lack of synergy between units and head office
    • A very antiquated and in-effective creative workflow

THE MOUNTAIN TO OVERCOME

Through research we identified multiple challenges in the enviroment as alongside the internal challenges Sun International faced.

    • The average users attention span has reached 8.25 seconds.
    • The average attention span of a user scrolling on social media platforms, 0.25 seconds.
    • Future customers, currently aged 18-24, currently spend up to 7x more than the dwindling current market of 35-55+
    • Currently properties did not leverage using Social Media to attract new customers or engage with them. On property-brands still engage with traditional print media as their primary form of communication.

STICKY NOTED

As I began working on gathering insights, it became increasingly clear that a huge pool of data and empathizing was needed to clearly define each stakeholders needs and ensure that a clear direction was defined and aligned upon before we commenced.  I proceeded to host various Emapthizing and Interview Sessions, as well as suppliment with current research into large-scale property creative systems, UX principles and consumer needs within the gaming and hospitalitiy industries. 

Many sticky notes were used ( and recycled! .

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Sticky Notes
0
Interviews

KEY VALUES

EFFECIENCY

The system needed to be effecient for all parties involved and make it easier for large amounts of work to be produced.

ENGAGING

The system needed to allow for more engagable media in the form of rich media such as Videos, GIF’s and social content.

ECONOMY

The system needed to allow for multiple sizes, crops and formats to be output quickly and easily.

EXPERIENCE

The system needed to make for an enjoyable experience by the users and fit seemlessly into the existing frameworks.

Digital Design System

Through ideation and within the limitations of the current branding system, we developed the Digital Design System to

DOES IT WORK?

effeciency

engaging

economy

experience

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