Creative Directions

Established In 2001, Creative Directions has been creating and producing events for nearly two decades. Offering a start-to-finish solution, from concept to implementation, the company creates unique, memorable events and has developed the expertise and experience to fulfil any and every brief with superb production value, outstanding creative concepts, and true professionalism. This ethos underpinned the design and development of the new Creative Directions website, launched in 2018.

Claudia Eicker-Harris, Creative Director:

“Apex Communications was contracted to overhaul the Creative Directions website in 2018. The team’s ability to advise and to organise large amounts of content into a succinct, impactful and easy to use platform was invaluable. The value-add of copy editing, writing and proofreading as well as content creation was especially appreciated.

“With 17 years’ worth of content, including copy, photography and videos available, it was difficult for us to decide what was relevant and would work online, but Apex guided us and made the process seamless with minimal effort from our side. They kept us on track with regards to schedules and deadlines, and were available at all hours to make changes or discuss ideas. We are completely satisfied with Apex Communications’ service and would recommend them to prospective clients.”

Sector: Eventing and brand development
Scope: Content strategy and development; website design and development
Duration: January – May 2018

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Architecture ZA 2018

Architecture ZA is Africa’s premier urban cultural festival focused on architecture and is structured to target the largest possible audience of architectural professionals, students, the wider built environment and design fraternities, and interested members of the public. Since its launch in 2010, the event has become a significant national multi-disciplinary design symposium. Our comprehensive campaign for the 2018 event included all aspects of digital marketing, stakeholder liaison and media engagement.

Marguerite Pienaar, Lecturer: University of Pretoria, M.Arch (dist)(UP), B.Arch (dist)(UFS), B.A.S. (UFS):
“I came to know Karen Eicker from Apex Communications during the months leading up to the Architecture ZA (AZA18) – Africa’s premier architecture conference that has grown and developed since its registration in 2010. While the primary host for the event is the South African Institute for Architecture (SAIA), the University of Pretoria (UP) was the co-host in 2018. As such, I acted on behalf of the UP to determine the theme and curate the content of the event. I therefore got to work very closely with Karen over the course of the build-up to the event and during the event itself.

“The quality of the campaign she ran was absolutely outstanding. She understood the content immediately and, with great insight, carefully constructed the type of information sent out to cater to a diverse audience. Through media liaison, e-marketing and social media channels, she created a visually engaging, well-written and attention-grabbing campaign. Within a very short period of time, she met and even exceeded our expectations in terms of deliverables. I appreciate consistency in the quality of marketing of the event, her reliability and, overall, I found in Karen a person who takes responsibility and is pro-active. I believe these are rare qualities. Without a doubt, her contribution resulted in the overall success in attendance of the conference.”

Sector: Architectural and urban planning event
Scope: Content strategy and development; website content development and oversight; media strategy and liaison; social media management
Duration: January – May 2018



GreenED is an online education resource for professionals and students who want to learn about sustainable design in the built environment and green rating certifications. GreenED offers CPD-validated online courses and webinars, together with Green Star related training.

GreenED seeks to respond to the needs of the African built environment, coupled with the rapidly-evolving digital transformation of the workplace, where businesses need to be agile, adaptable and at the forefront of their sectors in order to remain relevant and increase profitability. Easy access to, and affordability of, relevant green building sector education is essential to this process.

Apex has been involved in GreenED’s technical development and marketing strategy and rollout since its inception in 2016 – developing the marketing strategy and handling all aspects of marketing collateral.

Sector: Sustainability and Education
Scope: Marketing strategy & development; stakeholder liaison; website design and development; content generation
Duration: October 2016 – ongoing

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Activate Architecture

Activate Architecture creates high performance buildings with imaginative, intelligent and sustainable solutions, based on each client’s specific needs and context, with director level management assured from inception to built reality.

Activate started out as a collaborative of idealistic young graduates determined to design great buildings and make a difference. The firm has grown into an award-winning practice with noteworthy projects in the public and commercial sectors, and is committed to building on a solid base defined by twenty years of commitment to the best that architecture can offer.

Between January 2018 and March 2019, Apex worked closely with the Activate team to celebrate the practice’s work and achievements through media engagement, feature articles, media releases, videos and an effective digital marketing campaign.

Sector: Architecture
Scope: Content strategy and development; digital marketing; media strategy and liaison
Duration: January 2018 – March 2019

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