Walk Up Jardine House

Charity Event Marketing & Registration Platform
Client type
Charitable Organization
Strategy, UX/UI design, Platform Build
Walkup jardines desktop and mobile version

Event Registration & Marketing Platform

Jardine Matheson’s supporting charity organisation, Mindset, collaborated with Butter to produce a new website platform for their annual Walk Up Jardine House event and fundraiser - giving them improved operational functionality while being scalable enough to support an NGO for years to come.

Platform Objectives

Although a simple site at first glance, the new platform had some complex requirements that needed to be carefully considered with a clear digital strategy. Behind those requirements were two main project objectives.

Firstly, we were tasked with breathing new life into the design by taking their key visuals and turning them into a beautiful digital design that elevated the users experience from past versions.

The second objective was building a registration system that was seamless to use for participants and gave Mindset the tools to manage an event with ~2000 participants with a small and time-restricted team.

Walkup jardines landing page
Walkup jardines mental health tips


Butter leveraged the flexibility of Craft CMS to build a completely customised event registration and management system using Craft’s core functionalities and Butter’s ability to maximise the flexibility it offered. This meant we created custom journeys for customers, automated messaging and notification functionality, simple process management dashboards, and custom exporting logic to grab event data.

It was important that Mindset, as an NGO, kept ongoing costs as low as possible after the initial build. With that in mind, Butter helped to create a custom design framework that would allow them to control basic style elements and update them for future events through a simple dashboard.

This custom tool allowed the Mindset team to set primary and secondary colours, adjust fonts, update key featured images, and more on the fly.

Walkup jardines tools used


The website at its core was the single tool that Mindset would use to power and track the external registration for all participants of the event. This required a complicated user structure for participants that could compete in a number of event types (individual and team events, for example) and fulfill a number of roles (team leader or individual participant) for example.

Mindset also needed the site and the platform to feed into their event running processes for the weekend of the physical event that allows simple registering of participants on the day for their respective events. All in all, it needed to complement the event perfectly!

Walkup jardines desktop view


In addition to these more usual challenges, the whole process was completed during a challenging 2020, both for Hong Kong and globally, that ultimately resulted in a floating event data and the postponement of the 2020 event. Despite all that, Butter managed to deliver a beautiful brand experience that was prepared to launch seamlessly when the event was ready to go.

Digital Butter did a great job for Jardine Matheson to create powerful and event-oriented websites. They showed a professional standard on web development, design, implementation and customer support. They understood our difficulties on CMS demand with the event registration system so they provided us the best solution to improve our digital channel. We love working with them and highly recommend them to other companies.

Conan Kou
ACIM, Manager - Digital Channels, Group Corporate Affairs

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