Month: November 2017

Assignment 4: RnD + Final

My project’s theme is based on architecture x photography. I aim to use architectural photography to express the 26 letters of the alphabet. This is achieved through composition and cropping of architectural features.

I started off with 2 moodboards with the central themes of type as architecture and type as human anatomy.

I decided to go with type as architecture as I felt it would be more interesting looking for local architecture with interesting features rather than simply illustrating human organs and morphing them into type.

The following are the images taken around (but not limited to) Suntec City, Promenade, City Hall (National Gallery, Victoria Concert Hall), Outram Park (People’s Park Complex, Pearl Bank Apartments), Clarke Quay, Bencoolen MRT station, Victoria Street, Dhoby Ghaut.

With this compilation of photos, I began to work on creating the alphabet.

After editing the photos, I managed to come up with the 26 letters.



























On top of the book, I also designed a promotional poster for architectural photography.

This is the printed version of the typographic book. I chose Futura as the typeface as I felt it was clean, geometric and simple, much like the architectural forms I tried to simplify. I also used ring binding as I felt it would better resemble an architecture lookbook with a skeletal spine exposed, almost like “scaffolding”.

Project 3: Final Design

Taking into account the feedback that was given during the consultation, I pushed the graphic elements even further, removed non-essential elements and weaved in a narrative flow to the information of the arts and health programme.

Front cover: featuring the uniform of the nurses and the vests of the volunteers

Full spread: pictures showcasing the full breadth of the arts and health programme at Ng Teng Fong Hospital

Project 3: Research and Development

I started off the brochure project by researching on brochure design and applications of graphic elements.

This book, titled The Best of Brochure Design, offered an insight into the process of making brochures.

I looked into handdrawn illustrations as a reference for its organic and friendly outlook.

I then looked into architectural brochures for their geometrical composition, clean simple lines and efficient use of emphasis.

I was also rather inspired by this brochure taking reference from Mondrian’s composition. Its bold outlines and 3 tone colors resonated strongly with me.

I then went on to research on graphic elements that I could use for my brochure.

The use of media and color interested me; I also wanted to find a way to engage the audience appropriate to the context of Ng Teng Fong hospital.

This use of die cut and fold for a tailor in Australia made me sit up and think about the ways I could make the brochure memorable and convey the associations of arts and health to the audience.

Overall, some of the examples left an indelible impression on me as I began to explore the various ways of incorporating design elements into my brochure.


Draft 1:

The first idea I had for the brochure was incorporating the nurse’s uniform into the brochure. As the attire represented the hospital, I thought it would be able to convey the principles of the Arts and Health programme. During the consultation, Michael and I agreed that incorporating the vest of the volunteers would further enhance the idea of arts collaborating with health; volunteers working with hospital staff to improve the welfare of patients.

The first draft of the brochure was done via grid formatting, and it was clear that there was not enough flow after consulting with Michael. The grid, instead of being a liberating tool, became a limiting factor for the brochure.

The exterior had the following issues:

  1. The front cover had 2 logos which competed with each other for hierarchy.
  2. The grid on the second page was too obvious, and the titlehead could not be seen clearly.
  3. The negative space of the back cover made it look barren and awkward.

The interior had the following issues:

  1. Having the uniform on the outside and the hospital vector illustration on the inside makes it look jarring and incoherent; should stick to one central idea.
  2. Bottom too image heavy; need to shake up the composition by placing elements more dynamically.
  3. Looks too plain.

When I printed out the first draft of the brochure, I started off with the left flap of the brochure as the front cover. However, as one can see from above there is a misalignment of the “collars” as I used a larger gutter for breathing space on the right flap for indication to flip over.

I sought to resolve those issues in my second and final draft for the brochure.