Woods Bagot

CONTENT STRATEGIST

2017-2020

Chelsea was the first content strategist Woods Bagot, an international architecture firm with 16 studios in North America, Europe, Australia, Asia, and the Middle East. Founded in 1869, Woods Bagot's oeuvre includes the South Australian Health and Medical Research Institute, Telkom Tower, Sunshine Sanya, The Amberly, Manhatta and Bay Room, and the San Francisco International Airport's Harvey Milk Terminal 1. Chelsea managed the firm’s digital presence, from singlehandedly carrying out a website content migration, redesigning its website with an external developer, crafting and executing a global social media strategy, and managing its internal news page for the firm’s intranet. She was also responsible for helping lay the foundation for a new department within Woods Bagot, which entailed building a team of writers and social media coordinators, establishing infrastructure and protocols, composing content standards while evolving the firm’s voice, educating staff and firm leaders about the critical need for a well-curated online presence, and regularly reporting these efforts to shareholders to communicate the value of this work.

Traffic increased over 25 percent within the time she managed the website from 2017 to 2020. Other notable improvements to the site include reducing the content management system directory by 81%, targeting code scoured by Google indexes to yield better search results, improving page load time, addressing content tagging and taxonomy, and decreasing server size.

The firm also doubled its social following within the first year that she took on this role on its various platforms which includes: Instagram, Facebook, Twitter, LinkedIn, and Pinterest. Some notable projects she managed with Woods Bagot's Digital Team include organizing and executing a successful International Women's Day campaign to recognize equity and women's contribution within the industry as well as promoting a digital campaign around MORE LA: Transforming Parking to Places in Southern California, a major research and design report presented at the third annual LA CoMotion conference focused on future mobility in Los Angeles, which was named both a finalist and honorable mention in two categories in Fast Company’s 2019 World Changing Ideas.

All screenshots @ Woods Bagot; Mobile graphics © Ines Silva

The homepage optimized screen space by emphasizing large imagery as well as an automated carousel feature.

To portray different typologies, two different project page designs were implemented: one with prominently vertical imagery and the other for horizontal.

The new “Process” section provided insight into the decision-making process for projects. Utilizing microcopy provided the reader context but allowed this feature to remain agile.

Project imagery detailed different aspects of the built environment to the firm’s social media audience.

In preparation for an International Women’s Day social campaign, the Digital Team and its in-house graphic designers collaborated on different layouts to determine what would look best for both mobile and web interfaces.