in Project 2: Research and Development

Week 5: Develop Slogan & Moodboard

Brainstorm Map

Keywords which I had derived were the words happy, fun, rainbow, hearts, caring volunteers, freedom. Of which, I chose to work with the idea of Arts & Hearts to derive the three slogans from below.

Proposed Slogans

#01 Arts On The Groove

Grooving is associated with a dance movement to jazz. I wanted to portray the performing arts side of arts as well as the fun factor in the programmes. Having people come together and have fun.

#02 Artsy Funsy

Derived from Artsy Fartsy, it is catchy as people mention Artsy Funsy. Also trying to bring out the fun factor within the slogan. I wanted a familiar slogan which does not seem too crude in the hospital environment. Hence the modification to the slogan.

#03 Arts From The Hearts

It is important to note that the center of this programme harness on the efforts of the caring volunteers. Also, the participants who go through the art programme gets to channel their artistic side from the hearts. Which got me thinking of this slogan Arts From The Hearts, that could represent both the care given by the volunteers as well as the expressive arts from the participants hearts. 

Of all the three,  I decided to go with #03 Arts From The Hearts as it best represented the programme spirit and what I was trying to achieve.

Concept Sketches

#01 Art & Hearts

Brush and palette motif

Asymmetrical placement

Playing with negative spaces






#01 Art & Hearts

Brush with a red paint dipped tip.

Red tip also shows a heart motif

Asymmetrical placement

Good line of motion with the brush directing the eyes




#03 Art & Warmth

Designed to show warmth from the sun

Visual hierarchy as focus is being on the slogan in front of the sun

Pencil and patch work motifs that doubled up as craft suggestions





All in all, I decided to go with the third concept as I wanted to play with the idea of paper cut texture to represent the craft side of the programme. Feedback was given that the poster had to show the music or performing arts side as well.


The mood I wanted to give was to show was mainly the caring side of the programme as well as the art approach that value adds the journey. Most importantly, I wanted to use the texture of paper cut because this would set the overall concept for the poster design such that at one glance, people could tell that it is an arts programme.  

The choice of typeface were to be script or something along the lines of scribbled words while retaining the legibility. This is to harmonise with the overall design concept which I was proposing for.