3. Discovery inputs3.2 Brand & website appendix
SOQ Design & Website Appendix
Brand assets, public website capture, and a professional online branding audit of SOQ — reference for design tokens and TMS catalogue fidelity.
Why this appendix exists
SOQ’s new TMS must look and read like SOQ — not a generic LMS. That means we take design language from SOQ (logo, colour, typography, photography, tone) and reuse as much public website information as possible so the catalogue, course detail pages, and registration flows start from real content.
AIEE.DEV proposes a living Appendix — SOQ website & design reference in this CRD package: an indexed snapshot of soq.edu.sg plus SOQ-supplied brand files. Engineering and design teams use it during Sprint 1 and Day 28 handoff.
Proposal: SOQ approves AIEE.DEV to capture all public website pages and assets (text, structure, structured data, images where rights allow) into this appendix. No student PII — marketing / catalogue content only.
Pairs with: 3.1 Discovery (course spreadsheet + business pack) - 5.4 UI/UX - 5.2 Prototype
Live capture snapshot (Sep 2026)
Crawled from soq.edu.sg — full URL index: soq-website-inventory.csv.
| Capture | Detail |
|---|---|
| Tagline | Learn for the Future - Build Skills, Create Opportunities |
| Nav | Company - AI & Business - Retail - Beauty - Workshop - Resources - Student Portal |
| Student Portal URL | soq.trainingsystemsg.com/TMS/login |
| Hero CTAs | Explore Courses - Contact Us To Know More - Get Course Advice |
| Catalogue tabs | AI & Business - Beauty & Wellness - Retail & Soft Skills - Workshop |
| Course URL pattern | /course/{slug} - lists /course/list/workshop |
| Detail chrome | Overview - Certificate - Trainer - FAQ - sticky Enroll / Contact / From $ / Schedule (Drive) |
| Codes seen | SOQ-DBS - TGS-2023041023 |
| Fee patterns | From $180 (WSQ) - From $499.77/Month (diploma) - View Full Pricing modal |
| Enquiry | Individual/Corporate - Name Contact Email Course Message - PDPA -> /data-policy - captcha |
| Direct | Tel +65 6996 3383 - WA +65 8718 2308 - academy@soq.edu.sg |
| Campus | 10 Anson Road, International Plaza #23-08 & #35-16, Singapore 079903 |
| Trust | Google 4.9/5 - SWDA ATP - UEN 201723514D - ERF Jun 2026–Jun 2032 - est. 2013 |
| Funding copy | MCES 70% - Baseline 50% - SFC - UTAP - SME 70% - Non-SME 50% - SFEC $10k - AP $4.50/hr - EIS |
| Cert badges | WSQ SOA - SOQ Completion - SOQ Educational - iTEC/VTCT |
| Social | Facebook - LinkedIn - Instagram - TikTok - YouTube |
| Key pages | /about-us - /pei-profile - /corporate-training - /faq - /trainer/list |
UI patterns to carry forward
| Pattern | Keep / adapt | Notes |
|---|---|---|
| Category tabs (AI - Beauty - Retail - Workshop) | Keep | Add Care filter if ops wants parity with cards |
| Consult-first CTAs + WhatsApp float | Keep | Dual path with self-serve Enroll |
| Trust strip (UEN - ERF - Google - certs) | Keep | Footer + course detail |
| Funding band blocks | Adapt into fee wizard | Legal review on auto-calc |
| Course detail tabs + module hour split | Keep | Classroom vs async hours |
| Trainer cards on course pages | Keep | Link Trainer portal profiles |
| Legacy TMS enroll deep-links | Replace | Map /TMS/program/{id} -> new enrol |
1. Design assets SOQ must provide
These are mandatory for on-brand prototype (Sprint 1). If missing, we infer tokens from the public site and mark assumptions for SOQ sign-off.
| # | Asset | Format | Used for |
|---|---|---|---|
| D1 | Logo (primary + reversed) | SVG + PNG | Public site header, portals, certificates |
| D2 | Favicon / app icon | ICO / PNG | Browser + PWA |
| D3 | Brand colours (hex or “match website”) | Spec or URL | Design tokens |
| D4 | Font files or Google Font names | OTF/WOFF or links | Public + student surfaces |
| D5 | Photography / hero images (3–5+) | JPG/WebP | Catalogue, course detail |
| D6 | Brand guidelines (if any) | Tone, spacing, logo clear space | |
| D7 | Sample brochures / prospectus PDFs | Diploma & WSQ copy patterns | |
| D8 | WhatsApp / consult CTA copy | Text | Match consult-led GTM (4.15) |
Design system build: tokens + components in 5.4 UI/UX are seeded from D1–D8 + appendix crawl, not invented in isolation.
2. Public website capture (proposed scope)
AIEE.DEV crawls public, unauthenticated pages on SOQ’s marketing site and related listings. SOQ confirms domain list and usage rights for images.
Primary sources
| Source | URL (example) | What we extract |
|---|---|---|
| Main site | soq.edu.sg | IA, copy, course pages, contact, legal |
| Course detail pages | /courses/*, programme pages | Titles, fees, duration, outcomes, JSON-LD |
| Corporate / training pages | Corporate training section | B2B copy, enquiry patterns |
| MySkillsFuture listing | SOQ ATP profile | Public course codes, TGS references |
| Social / linked properties | As SOQ provides | Optional cross-links only |
Per-page capture template
Each URL in the appendix gets one row:
| Field | Example |
|---|---|
| URL | https://www.soq.edu.sg/... |
| Page type | Course detail / Category hub / About / Legal |
| Title & H1 | Diploma in … |
| Body copy (markdown excerpt) | First 500 chars + full export in appendix file |
| Structured data | JSON-LD Course, Organization, breadcrumbs |
| Images | Filename + alt text + source URL |
| Internal links | Linked courses / enquiry forms |
| Last captured | ISO date |
| TMS mapping | Catalogue SKU / registration flow (F-01–F-04) |
Technical observations (already noted in CRD)
| Signal | Implication for TMS |
|---|---|
| LiteSpeed + Laravel-style session on current site | Public site may stay separate short-term; TMS public app replaces catalogue over time |
| Course JSON-LD on pages | Import into catalogue SEO + fee metadata |
| Consult-led conversion | Public TMS keeps enquiry + register dual path |
| 4.15 Market intelligence | Competitors, traffic signals, pain points — 6 branding audit in 3.2 |
3. Appendix deliverable (what SOQ receives)
| Deliverable | Location | Access |
|---|---|---|
| Appendix index | This CRD page + PDF export | Board / ops / design |
| Page inventory spreadsheet | Download CSV - docs/appendix/ in handover zip | Ops / design |
| Markdown snapshots | docs/appendix/soq-web/*.md per major page | Searchable reference during build |
| Asset bundle | docs/appendix/soq-brand/ (logo, fonts, approved images) | Design + frontend |
| Design token draft | Figma + packages/ui/tokens (Day 7+) | 5.4 |
Living document: Re-run capture before go-live if SOQ publishes new courses or rebrands. Diff is shared in handover notes (5.10).
4. How appendix content feeds the build
| Appendix input | TMS output |
|---|---|
| Course page copy + JSON-LD | Public catalogue + course detail + SEO meta |
| Category IA | Public nav (Diploma / Short / WSQ / Corporate) |
| Fee text patterns | Registration wizard labels + tooltips |
| Images (rights cleared) | Hero / card imagery in prototype + MVP |
| Trainer / about copy | Optional trainer bios in Trainer portal |
| Legal / privacy URLs | Footer links until SOQ legal replaces |
| Enquiry form fields | Public enquiry -> CRM lead shape (4.6) |
Without appendix + 3.1 course spreadsheet, Sprint 1 uses placeholder names and stock UI — not acceptable for SOQ UAT.
5. SOQ approval checklist
| # | Item | SOQ sign-off |
|---|---|---|
| A1 | Domains approved for capture (soq.edu.sg + any subdomains) | |
| A2 | Image / copy reuse approved for TMS (marketing only) | |
| A3 | Brand assets D1–D8 delivered or “derive from site” confirmed | |
| A4 | Consultation CTA strategy on new public site (keep / simplify) | |
| A5 | Appendix inventory reviewed — missing pages flagged |
Send brand files to: Pei Han / Eddy - Technical appendix questions: HK / Andy Koh - aiee.dev
6. Professional online branding audit — SOQ International Academy
Method: AIEE.DEV applied a professional-grade digital brand audit checklist (visual identity - messaging - UX - conversion - trust - SEO - accessibility - differentiation) to SOQ’s public presence, centred on soq.edu.sg and cross-checked against 4.15 Market intelligence.
Date of observation: September 2026 - Scope: Public marketing site only (no logged-in systems).
Scoring key
| Symbol | Meaning |
|---|---|
| ✅ Strong | Clear, consistent, competitive — carry into TMS |
| ⚠️ Partial | Present but uneven — fix in design phase |
| ❌ Gap | Missing or weak — TMS must address |
Professional checklist - public site - Sep 2026
Visual identityscore3
Messaging & voicescore4
IA & UXscore3
Conversion & CTAsscore4
Trust & credibilityscore4
SEO & structured datascore4
Mobile & accessibilityscore3
Differentiationscore4
Download: Branding audit checklist CSV — reusable template for re-audit before go-live.
A. Visual identity system
| # | Checklist item | SOQ observation | Score | TMS action |
|---|---|---|---|---|
| A1 | Logo current + correct usage (header, favicon, social) | SOQ wordmark on site; favicon present | ⚠️ | Extract SVG/PNG in D1; enforce clear space in design system |
| A2 | Colour palette consistent (hex locked) | Institutional palette on marketing site; no public hex spec | ⚠️ | Sample from site + SOQ confirm -> tokens in 5.4 |
| A3 | Typography limited to 2–3 families | Web fonts in use; hierarchy readable on course cards | ⚠️ | Document heading/body scale; ops console may use denser variant |
| A4 | Imagery style consistent (photo vs illustration) | Mix of course/category imagery; beauty + business verticals | ⚠️ | Tag image styles per vertical in appendix |
| A5 | Icon / UI component language | Marketing site ≠ future app — expected drift | ❌ | New component library — seed colours/type only from SOQ |
| A6 | Layout rhythm (spacing, radius, cards) | Long homepage with repeated course card pattern | ⚠️ | Catalogue grid inherits card pattern; Admin stays calmer density |
B. Messaging & verbal identity
| # | Checklist item | SOQ observation | Score | TMS action |
|---|---|---|---|---|
| B1 | 5-second clarity (what / who) | “Learn for the Future” - ATP - WSQ + diplomas - CBD campus | ✅ | Hero + meta description on TMS public app |
| B2 | Tagline / promise consistent | “Build Skills, Create Opportunities” supports main tagline | ✅ | Lock boilerplate in CMS strings |
| B3 | Tone of voice (expert vs casual) | Professional, subsidy-aware, consult-friendly | ✅ | Registration copy + student comms templates |
| B4 | Value pillars articulated | Job readiness - talent development - workplace skills - innovation | ✅ | About block + corporate training page |
| B5 | Funding language accurate | MCES 70% - baseline 50% - SFC - UTAP - SFEC - absentee payroll | ✅ | Fee engine labels must match — legal review with SOQ |
| B6 | Audience segments named | Individuals + corporate - Mandarin cohorts on selected diplomas | ✅ | IA filters + locale flags in catalogue |
| B7 | Terminology (WSQ/SWDA/ATP) | Uses SWDA post-merger language on site | ✅ | Glossary in 1.1 Overview - tooltips in reg wizard |
C. Information architecture & UX
| # | Checklist item | SOQ observation | Score | TMS action |
|---|---|---|---|---|
| C1 | Primary nav reflects business lines | Category hubs: AI & Business - Beauty - Retail - Workshop | ✅ | Top-level catalogue taxonomy |
| C2 | Course findability | Large scroll catalogue on homepage — high volume | ⚠️ | Search + filters (type - duration - funding - language) |
| C3 | Course detail completeness | Cards show mode, duration, tags | ⚠️ | Detail template: outcomes - cert type - venue - fees |
| C4 | Corporate vs individual paths | Individual / Corporate funding blocks present | ✅ | Split CTAs on funding explainer + CRM source tag |
| C5 | FAQ answers real objections | 8 FAQs: WSQ, location, registration, attendance, certs, funding | ✅ | Import into public help + Student portal |
| C6 | Footer / legal / contact | Footer shows UEN - ERF - address - phone - WA - email - data-policy | ✅ | Keep in TMS footer |
D. Conversion & calls to action
| # | Checklist item | SOQ observation | Score | TMS action |
|---|---|---|---|---|
| D1 | Primary CTA obvious | Explore Courses - Contact Us To Know More - Get Course Advice | ✅ | Dual path: Register + Talk to advisor |
| D2 | Consult-led funnel acknowledged | Registration via website or consultation team | ✅ | Enquiry -> CRM (4.6) before or instead of checkout |
| D3 | Funding CTA for high intent | Subsidy band section drives contact | ✅ | WSQ wizard shows net fee early (F-03) |
| D4 | Social proof near CTA | 4.9 / 5.0 rating on homepage | ⚠️ | Confirm substantiation; if approved, show on public TMS |
| D5 | Low-friction next step | No pure guest checkout visible — consult-heavy | ⚠️ | TMS adds self-serve where SOQ wants it; keep consult option |
E. Trust & credibility
| # | Checklist item | SOQ observation | Score | TMS action |
|---|---|---|---|---|
| E1 | Regulatory credentials | SWDA-registered ATP - est. 2013 | ✅ | Trust strip on public + certificates |
| E2 | Certification types explained | WSQ SOA - SOQ cert - SOQ diploma - iTEC/VTCT | ✅ | Badge per course in catalogue |
| E3 | Partner / employer logos | “Established organisations that trust SOQ” section | ⚠️ | SOQ supplies logo pack + usage rights |
| E4 | Media / authority signals | Straits Times / SkillsFuture analysis snippet (Jan 2026) | ✅ | Optional news module — dated content |
| E5 | Physical presence | 10 Anson Road, International Plaza #23-08 & #35-16 | ✅ | Venue on course runs + maps link |
| E6 | MySkillsFuture presence | Listed as ATP (UEN 201723514D) | ✅ | Sync TGS codes in catalogue |
F. SEO & structured data
| # | Checklist item | SOQ observation | Score | TMS action |
|---|---|---|---|---|
| F1 | Page titles / H1 hierarchy | Clear H1 on home; course titles as headings | ✅ | TMS SSR titles per course |
| F2 | Structured data (Course / Organization) | JSON-LD observed on Laravel site | ✅ | Import appendix -> TMS meta |
| F3 | WSQ / subsidy keyword coverage | Strong funding FAQ + subsidy bands | ✅ | Keep URL slugs + content clusters |
| F4 | Internal linking | Category -> course cards | ⚠️ | Breadcrumbs + related courses |
| F5 | Performance / Core Web Vitals | Not measured in this audit | ⚠️ | Target in 5.5 Frontend |
G. Mobile, accessibility & compliance
| # | Checklist item | SOQ observation | Score | TMS action |
|---|---|---|---|---|
| G1 | Mobile-readable layout | Marketing site responsive (verify on device lab) | ⚠️ | Student + Trainer mobile-first in TMS |
| G2 | Touch targets on CTAs | Primary buttons present | ⚠️ | 44px min on check-in + registration |
| G3 | Colour contrast | Needs token audit against WCAG 2.2 AA | ⚠️ | Contrast check in design sign-off |
| G4 | PDPA / privacy links | /data-policy on enquiry + footer | ✅ | Consent on registration + portal |
| G5 | Alt text on imagery | Varies by page — audit per URL in appendix | ⚠️ | Require alt on catalogue uploads |
H. Competitive differentiation
| # | Checklist item | SOQ observation | Score | TMS action |
|---|---|---|---|---|
| H1 | Unique positioning vs peers | Multi-vertical boutique ATP (beauty + digital + care) vs single-lane rivals | ✅ | Messaging in 4.15 |
| H2 | Same-building rival (Equinet) | Both in International Plaza — must win on breadth + service | ✅ | Post-enrolment experience is the TMS moat |
| H3 | Consult + funding expertise | Strong subsidy storytelling vs form-only competitors | ✅ | Net-fee calculator + advisor handoff |
| H4 | International certs (iTEC/VTCT) | Differentiator vs WSQ-only schools | ✅ | Cert type filter + credential display |
| H5 | Mandarin programme line | Parallel diploma titles — niche vs Equinet | ✅ | Language tag on course + cohort |
Audit summary — priority fixes for TMS design
| Priority | Finding | Owner |
|---|---|---|
| P0 | Extract logo, colours, fonts into design tokens (no public brand PDF) | SOQ + Eddy (CPO) |
| P0 | Catalogue IA — homepage list too long; TMS needs search/filter | Product + FE |
| P1 | Confirm 4.9/5 and partner logos — legal approval before reuse | SOQ marketing |
| P1 | Dual conversion — preserve consult CTAs alongside self-serve register | CRM + Public |
| P1 | Funding copy legally aligned with SWDA rules in automated fee UI | HK + Finance |
| P2 | Re-audit social profiles (LinkedIn, Facebook, Instagram) at discovery | Appendix refresh |
| P2 | WCAG contrast + mobile UAT on Student check-in flows | QA |
Re-run this audit after TMS public beta and before Day 28 handoff. Compare scores in appendix CSV — goal is all P0 items ✅ before production cutover.