Figma maker collective singapore

Award-winning B2B event strategy connecting practitioners and enterprise leaders

CAPITAL-e partnered with Figma to deliver the Figma Maker Collective Singapore and Figma Leadership Collective Singapore, a strategically designed event series created to bridge the gap between product practitioners and enterprise decision-makers. The program was recognised internationally, with CAPITAL-e awarded B2B Agency of the Year at the B2B Marketing’s Hall of Fame Awards 2026 for the submission.

Figma faced a common B2B challenge: practitioners drive adoption from the ground up, while enterprise leaders make investment decisions based on ROI, security and scalability. The objective was to create a connected experience that spoke meaningfully to both audiences without losing relevance for either.

Designing a Sequenced Experience for Real Business Impact

Rather than creating a traditional one-size-fits-all conference, CAPITAL-e developed a curated dual-event strategy that guided attendees through a structured engagement journey. The Maker Collective focused on hands-on product immersion for practitioners, creating space for experimentation, collaboration and real-time problem solving using Figma’s tools.

Inspired by the theme Creativity at the Speed of Thought, the experience was designed as a living playground for creativity, where every touchpoint encouraged curiosity, exploration and peer learning.

In parallel, the Leadership Collective at Raffles Sentosa Singapore created a more focused executive environment centred on business outcomes, operational efficiency and enterprise scalability, supported by real customer stories and practical use cases.

Commercial Outcomes Beyond Attendance

The event series delivered measurable business impact across pipeline, product adoption and enterprise engagement.

Beyond revenue impact, the experience also drove strong user engagement, product adoption and attendee participation across both tracks, proving that high-touch proprietary events can function as a true B2B conversion channel while strengthening brand advocacy at every level of the organisation.