The Frame Awards bring together industry-leading designers, architects, furniture brands and manufacturers. In my role, I collaborated with in-house and external teams to develop and oversee the content and campaign vision, messaging, output and direction, leveraging Frame's extensive digital content network, including the Frame Awards & Frame magazine website, social media, email and newsletters.

From a website launch, submission and nomination campaigns to ticket sales and post-event coverage, we crafted engaging narratives that reinforced Frame’s core mission to empower spatial design excellence while highlighting the exceptional quality and expertise of jury members, speakers, the nominated and winning designers and the hot takes on what’s next in spatial design.

In conceptualising and developing the Frame Awards' narrative from scratch, we built a new flagship content platform for Frame to sustain its thought-leadership position. Our narrative strategy positioned the Frame Awards as an industry-leading event above all others, attracting over 1,000 submissions and attendees from more than 35 countries in its inaugural edition and even more in the following year.