Crafting Relevance For A Digital Age

Bynd Artisan is a Singapore-born atelier known for its personalised and customised leather and paper gifts, founded by husband-and-wife duo James Quan and Winnie Chan. The brand blends heritage leathercraft and bookbinding with contemporary design, serving as a symbol of thoughtful gifting and meaningful luxury, where every creation tells a personal story.

Yet in an increasingly digital world, the question lingered: how could a heritage brand steeped in tradition stay relevant to the next generation?

That was the challenge posed to students of the SMU-X course Digital Marketing, led by Senior Lecturer Patricia Lui from the SMU Lee Kong Chian School of Business. Partnering with Bynd Artisan, the students were tasked with identifying digital strategies to reach Gen Z and millennial audiences, while staying true to the brand’s DNA.

“We were in a period of transition, exploring new areas, experimenting with fresh ideas, and refining our strategies,” recalled James. “We began with some uncertainty about how much students could offer within a short project cycle, but we remained open and hopeful that their fresh perspectives would surface ideas previously unexplored.”

“It was more than just clicks or impressions,” remarked Patricia. “It was about honouring the brand’s story while reimagining how that story could unfold in the digital space.”

Split into small teams, the students immersed themselves in research, conducting mystery shopping exercises, engaging with Bynd Artisan’s social media channels, and analysing competitor benchmarks across the lifestyle and gifting sectors. They uncovered insights around the brand’s appeal to sentimentality, customisation, and sustainability, exploring how these qualities could resonate with younger consumers who seek meaning in
their purchases.

What impressed me was how seriously the students took the discovery process... They moved beyond simply ticking boxes. They genuinely tried to understand our brand, our customers, and what mattered to us.

— Winnie Chan

Andy Tan, one of the students, reflected on the process: “What astounded us was how emotionally resonant the brand already was. Our job was to amplify that.” His teammate, Don Teo, added, “We aimed to create digital content that was beautiful and aligned with how Gen Z discovers brands, through Instagram Reels, TikTok challenges, and authentic storytelling.”

Armed with data and creativity, the students presented tailored strategies, from digital brand collaborations and influencer storytelling, to content calendars and e-commerce user journey enhancements. Some even proposed integrated campaigns themed around milestone gifting, sustainability, and artisanal discovery, bringing fresh ideas to the table that the Bynd Artisan team found surprisingly actionable.

Bynd Artisan implemented several of the students’ recommendations during their 2021 e-commerce platform migration, including User Experience (UX) redesigns, improved Search Engine Optimisation (SEO), and enhanced Search Engine Marketing (SEM). One year after implementation, online orders surged by 270%, webstore sales rose by 49%, and corporate sales, a key revenue stream, grew by 64%. These outcomes reflected stronger digital engagement and greater visibility across both business-to-consumer and business-to-business segments.

Winnie and James were struck by the students’ thoughtfulness. “They understood our heart, and that made all the difference,” said Winnie. “Some of their ideas are already influencing how we’re thinking about our next phase.”

For James, it was a reminder that relevance goes beyond reinvention; it is also about resonance. “The students brought a different lens, and their perspective helped us see our brand anew,” he said.

One group’s understanding of digital marketing tools really stood out,” James added. “Their recommendations were strategic and aligned with best practices, similar to what our agency later advised us on,” said James. “That level of alignment was immaculate and affirmed the value of their work.”