As its marketing activity expanded across product launches, industry events, editorial content and sales, the challenge was to keep the brand consistent while making it easier to produce and launch new work at speed.
Working as a Brand & Digital Designer, I helped extend the visual system across these touchpoints and took ownership of the Webflow website and its ongoing development. A key part of my role was turning repeated design needs into reusable systems — from CMS-driven landing pages to modular campaign assets.
As BidMachine’s marketing needs grew, the website had to support new campaigns, events and content without requiring every page to be designed and built from scratch.
I developed reusable Webflow structures and CMS-driven templates that gave the marketing team flexibility while keeping the underlying design consistent. Instead of creating fully custom pages for every event, repeatable content and layouts were turned into scalable systems, with room for individual overrides where a campaign required them.
This approach reduced repetitive production work, made new pages easier to launch and maintain, and kept the digital experience consistent as the website continued to grow.
• CMS architecture and reusable page systems
• HubSpot integration
• Greenhouse integration
• China website optimization
For major industry events including ChinaJoy and DMEXCO, I extended BidMachine’s visual system into physical environments and supporting campaign materials — from large-format booth graphics to event visuals, swag and digital promotion.
The goal was to make the existing brand work at a very different scale and in visually competitive environments, while keeping the experience recognisable across the booth, social content and event landing pages.
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BidMachine’s social content covered different needs, from product updates and events to company news and campaigns.
I created a flexible visual system with reusable layouts and graphic elements, rather than designing each post from a completely separate direction.
This made the content easier to adapt while keeping the brand visually consistent across different topics.
The same visual system was extended across editorial graphics, whitepapers, presentations and client-facing materials, creating a more coherent experience between BidMachine’s brand, marketing and sales communication.
I used shared visual principles to keep the brand recognisable across very different formats and audiences.
I joined BidMachine while the brand was going through a visual evolution, and helped extend that direction into a more consistent system across web, content, events and ongoing marketing.
Since then, the CMS-based website system has supported 11 international events and more than 25 editorial pages, alongside a steady flow of new content — around 2–3 blog posts, 4–6 LinkedIn posts and one newsletter each month.
The reusable structures and visual systems made it easier to keep this growing output consistent across channels while adapting the brand to new formats and campaigns.
