Positions Roles Activities Competencies
01
Role: Communication Design
Position Description:
Designing and producing versatile communication materials for print and digital mediums to enhance organisational outreach and engagement.
02
Role: Branding and Identity Development
Position Description:
Crafting and preserving cohesive brand identities that
resonate with audiences and align with organisational goals and stay unique. while upholding comprehensive brand guidelines to ensure consistency and safeguard the brand's uniqueness within its established market position, maintaining its integrity over time.
Activity Descriptions:
• Designing templates for reports, presentations, and toolkits. • Designing all kinds of reports, publications, toolkits • Creating media collaterals such as brochures, banners, posters, postcards, and newsletters. • Crafting infographics, illustrations, and journey maps. • Developing social media graphics, video thumbnails, text-frames, and campaign creatives. • Producing IEC and ICT materials for outreach programs and educational content. • Designing branded merchandise, including T-shirts, notebooks, and giveaways.
Activity Descriptions:
• Conducting in-depth analysis of the market, brand essence, and clients' vision. • Performing detailed research on available options, competitors, and industry trends. • Designing impactful logos and comprehensive brand identities. • Developing and documenting brand guidelines to ensure consistency and coherence. • Expanding brand guidelines to accommodate mergers or co-brands while preserving the integrity and harmony of the primary brand. • Ensuring strict adherence to brand guidelines across all touchpoints. • Analysing user needs and iteratively refining or enhancing brand elements to align with evolving requirements.
03
Role: Communication Strategy Development
Position Description:
Developing and implementing communication strategies to amplify brand messaging and achieve organisational objectives.
04
Role: UX/UI Design and Digital Experiences
Position Description:
Building intuitive digital experiences that promote user
engagement, retention, and brand credibility. Designing user-centered products (UCD) to enhance user engagement, usability, brand loyalty, credibility, SEO, trust, shareability, and retention. Collaborating with diverse stakeholders and providing them with interactive platforms for competency development, including websites, games, and other innovative tools tailored to their needs.
Activity Descriptions:
• Strategising internal and external communication campaigns. • Crafting content calendars and messaging frameworks. • Collaborating across teams to ensure consistent messaging. • Measuring and optimising strategies based on analytics and feedback. • Designing dissemination strategies for knowledge products like reports and research findings.
Activity Descriptions:
• Conducting 7Ps of marketing research to define goals and user personas before initiating UI and UX design. • Designing user-friendly websites, games, and interactive tools. • Creating user-centric designs to enhance engagement and usability. • Structuring content for intuitive navigation and accessibility. • Incorporating gamification and interactive elements. • Collaborating with developers to implement designs effectively. • Integrating the physical and digital realms by incorporating messaging and key touchpoints to optimise user interactions.
05
Role: Social Media Management
06
Role: Event and Campaign Design
Position Description:
Driving impactful social media campaigns and maintaining an engaging presence across digital platforms to build audience connections.
Position Description:
Orchestrating event design and execution to ensure
impactful audience engagement and seamless experiences, including event choreography, collateral design, messaging, strategic information dissemination, and integrating physical events with digital platforms.
Activity Descriptions:
• Planning and executing social media strategies to enhance engagement and visibility. • Designing platform-specific content for Facebook, Instagram, LinkedIn, and Twitter. • Managing live event coverage and audience interactions. • Analysing performance metrics to refine strategies. • Creating social media content guidelines for consistent branding.
Activity Descriptions:
• Understanding client or campaign requirements and setting clear goals. • Establishing KPIs to align strategies with defined objectives. • Identifying stakeholders, co-hosts, and potential sponsors. • Finalising the theme and designing collaterals, merchandise, and giveaway kits. • Planning a social media campaign to enhance online visibility. • Conducting venue recce and selecting the location based on goals and KPIs. • Designing and planning seating arrangements, stage layout, and points of sale (POS). • Incorporating interactive elements based on the agenda, designing corresponding collaterals, and aligning them with social media activities (e.g., live sessions, polls, rapid-fire Q&A, or "Ask Your Host" segments). • Leading the entire production process from inception to execution. • Managing the team, including coordinating with vendors and offering support as needed. • Overseeing onsite event management to ensure smooth execution and stakeholder engagement.
07
Role: Guideline Development
Position Description:
Developing comprehensive guidelines to maintain
consistent, high-quality branding and communication materials. These guidelines will also ensure ethical practices in the collection of audio-visual resources, prioritising respect for individuals’ personal space, comfort, and consent. It is crucial to be mindful of the boundaries and extent of consent given by subjects, ensuring that their comfort is always the top priority.
08
Role: Print and Production Management
Position Description:
Overseeing the production of print and branded materials to maintain quality and alignment with organisational goals.
Activity Descriptions:
• Developing comprehensive guidelines for branding, photography, and video editing. • Crafting audiovisual consent forms and establishing protocols for photography and cinematography assignments. • Creating Standard Operating Procedures (SOPs) for design workflows, social media content, and publications. • Standardising templates for reports, presentations, and other deliverables to ensure uniformity. • Overseeing the consistent application of guidelines across teams to maintain coherence and quality.
Activity Descriptions:
• Understanding client requirements • Defining print specifications for each product • Budgeting and cost management • Engaging, briefing, and coordinating with vendors and stakeholders • Ensuring product quality • Overseeing the entire production process • Leading and supporting the team as needed
09
Role: Process Development and Optimisation
Position Description:
Creating visual representations of workflow steps, roles, and interactions to enhance understanding, streamline optimisation, and improve communication within complex processes.
10
Role: Training and Mentorship
Position Description:
Empowering teams and individuals through training and mentorship to ensure consistent, high-quality outputs.
Activity Descriptions:
• Mapping and Clearly defining steps in a workflow • Visualising the workflow through diagrams or charts • Developing Standard Operating Procedures (SOPs) • Assigning roles and responsibilities • Identifying bottlenecks and areas for improvement • Leading process improvement initiatives • Enhancing communication across teams • Supporting training and onboarding processes • Facilitating effective change management • Promoting a culture of continuous improvement
Activity Descriptions:
• Conducting workshops on design tools, brand guidelines, and social media management. • Training teams on advanced tools like Google Slides, animations, and formatting. • Mentoring junior designers and fostering their professional growth. • Training external partners on branding and communication standards.
11
Role: Vendor and Stakeholder Management
Position Description:
Facilitating seamless collaboration with vendors and stakeholders to deliver high-quality, timely outputs.
Activity Descriptions:
• Managing relationships with vendors for print, merchandise, and web development. • Reviewing deliverables to ensure quality and alignment with branding standards. • Collaborating with stakeholders to streamline project execution.
12
Role: Visual Simplification
Position Description:
Transforming complex information into clear, engaging, and visually appealing formats for diverse audiences.
Activity Descriptions:
• Understanding client requirements • Researching and analysing user behaviours to design a successful layout/UI/platform • Reviewing existing resources and materials • Discussing the brief and available references to finalise the approach • Building a conceptual understanding of the project • Translating complex ideas into visually intuitive designs • Creating user-friendly layouts for reports, presentations, and knowledge products • Simplifying dense content into interactive or digestible formats
13
Role: Creative Direction for Campaigns and Shoots
14
Role: Brand marketing
Position Description:
Leading creative direction to ensure campaigns and shoots deliver high-impact, cohesive outputs aligned with organisational goals
Position Description:
Strategising and executing campaigns to enhance brand
visibility through impactful marketing collaterals and oversight of digital and social media presence. Engaging with stakeholders, ensuring consistent messaging across platforms, and analysing performance metrics to refine strategies. Additionally, developing outreach content, managing visual branding, and collaborating with cross-functional teams to drive engagement and achieve organisational objectives
Activity Descriptions:
• Planning photo and video shoots, including themes, venues, subjects/models, props, and required shots for each project • Briefing and guiding photographers and videographers • Directing photography, lighting, and sound during shoots • Leading the shoots and coordinating with various teams and stakeholders • Setting the creative direction for campaigns and projects • Overseeing logistics and execution of photo and video shoots • Collaborating with photographers, videographers, and designers to ensure outputs align with campaign objectives
Activity Descriptions:
• Understanding client or campaign requirements and setting clear goals • Creating campaigns to enhance brand visibility, awareness, and audience engagement • Designing resource kits for effective dissemination • Developing communication materials for media outreach • Designing branded merchandise to promote identity and recall • Creating communication kits (e.g., emailers, newsletters, gift boxes) to engage and retain stakeholders
15
Role: Developing knowledge products
Position Description:
Developing and drafting knowledge products to build capacity of team and to ensure the efficient dissemination of information, insights, and expertise to diverse audiences.
Activity Descriptions:
• Conducting in-depth research to ensure accurate and reliable information. • Creating engaging and informative written content, including articles and reports. • Analysing data to extract valuable insights and guide decision-making. • Collaborating with designers to enhance content with visual elements. • Formatting content for optimal readability and user experience. • Integrating multimedia elements to boost audience engagement. • Tailoring content to meet the specific needs of diverse audiences. • Ensuring proper citations and references for credibility. • Collaborating closely with team members to achieve project goals. • Incorporating feedback to refine and improve content. • Planning and executing content distribution strategies. • Staying informed on industry trends and best practices.
16
Role: Managing Team Coordination Across Teams and Verticals
Position Description:
Leading the team to ensure smooth coordination and
collaboration across diverse teams and verticals, this role involves managing effective communication, aligning objectives, and driving seamless integration of efforts to achieve unified organisational goals. Strong interpersonal skills are leveraged to actively coordinate communication, bridge gaps, align strategies, and harmonise efforts toward shared goals, while streamlining processes and optimising overall productivity.
Activity Descriptions:
• Sharing key insights and updates from the team with other departments to maintain alignment. • Organising and leading cross-functional meetings to discuss progress, challenges, and collaborative efforts. • Tracking project timelines and deliverables to ensure team contributions align with overall goals. • Acting as the primary communication bridge between teams to ensure smooth information flow. • Proactively identifying and resolving conflicts or misalignments across teams. • Aligning team strategies and deliverables with organisational priorities and key objectives. • Managing and allocating resources within the team to meet the demands of collaborative projects. • Gathering and incorporating feedback from other teams to enhance processes and outputs. • Facilitating knowledge sharing and promoting best practices within the team and across departments. • Documenting key decisions, action points, and updates from meetings for accountability. • Monitoring and reporting on the performance of cross-functional projects involving the team. • Building and maintaining positive relationships across teams to foster collaboration. • Supporting change management initiatives by guiding the team through transitions and new processes.
• Providing training to the team on effective collaboration and communication practices.
• Continuously seeking opportunities to streamline workflows and improve team coordination.
The PRAC framework—Positions, Roles, Activities, and Competencies—encapsulates my professional journey by outlining the key roles I have held, the responsibilities I have undertaken, the activities that shaped my contributions, and the skills I have honed along the way.
It offers a holistic view of how my expertise in design, communication, and strategy has evolved through diverse experiences, enabling me to deliver creative, impactful, and results-driven solutions.
Core Competencies
This amalgamation of design skills, strategic acumen, social consciousness, and cross-sector proficiency positions me as a valuable asset capable of making meaningful contributions across various contexts. My comprehensive skill set empowers me to create impactful design solutions that resonate with audiences and drive positive change.
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Branding & Identity Design: I am proficient in crafting visual identities that effectively convey a brand’s essence, establishing recognition and nurturing a strong brand presence.
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Advertising: My skill lies in developing captivating visual messages and campaigns that grab the attention of target audiences, effectively conveying key brand messages.
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Corporate Communication: I excel at devising communication strategies that align with corporate objectives, ensuring consistent messaging across diverse channels.
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Web Design and Digital Media: With my experience, I am skilled at designing user-friendly and visually appealing websites and digital media content, enhancing online presence and user engagement.
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Event Design and Management: My capability extends to creating visually stunning event designs that align with themes and purposes, ensuring seamless and memorable experiences.
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Packaging and Production Design: Proficiency in creating innovative and functional packaging solutions sets me apart, contributing to product appeal and market success.
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Fashion Marketing: I am adept at merging design aesthetics with strategic marketing principles, effectively promoting fashion brands and products to target audiences.​
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Design Management: My MBA in Design Management empowers me with a strategic understanding of design’s contribution to business success, allowing me to bridge creative and strategic aspects effectively.
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Fashion Retailing & Visual Merchandising: My specialization adds depth to my design prowess, enabling me to craft visual experiences that elevate fashion retail environments and engage customers.
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Social Work Background: My Masters in Social Work enriches my approach with a deep comprehension of social issues, empathy, and a commitment to driving positive impact through design.
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Cross-Sector Experience: My ability to navigate both civic & social development and corporate sectors highlights my adaptability and versatility as a designer.
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Creativity and Innovation: A consistent ability to innovate and offer creative solutions for diverse design challenges underscores my portfolio.
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Project Management: My experience in various design projects underscores my robust project management skills, enabling me to handle multiple tasks and deliver results within stipulated timelines.
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Collaboration: My participation in diverse sectors showcases my capacity to effectively collaborate with varied teams and stakeholders, ensuring streamlined communication and project success.