Category: Visual Communication 1 – G3

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.

Project 2: Final design

I added more branches laterally across the composition to integrate the text and the art. I chose Gill Sans as it was a san serif type, and was less rigid and formal than the other typefaces that I experimented with. I extended the clouds to the edges, with butterflies near the periphery of the poster. Overall, I think the composition is well balanced after a few rounds of editing. The text integrates well with the art and the overall feel of the poster is serene, yet with an element of excitement and unexpected fun.

Project 2: Research and Development II

I started off this project with a few moodboards based on a few different themes. I wanted to deviate from the common portrayal of arts in posters, with an element of storytelling.

Moodboard 1: art and music

Moodboard 2: enjoyment

Moodboard 3: fairytale

Thereafter, I came up with drafts of all 3 ideas based on the mindmap i created

Arts and music

The first draft was too immature, and the visual narrative was quite misleading; is Jack climbing the beanstalk to visit the hospital? Or is he painting a heaven? With these questions in mind, I then decided to create a cleaner composition.

I decided on the fairytale as a theme for my poster. Using Jack and the Beanstalk as a reference point, I used illustration to portray the idea of “creating your own adventure”, with the patient or volunteer identifying with the character Jack painting a mural that comes alive, filled with passion and immersing himself into the environment of the hospital.


This is the composition before I added in colour. I felt that there was a flow to the image, with the overlapping forms and the visual narrative. The font I initially chose was Bebas Neue, but I eventually realised it was too geometric for a fun composition.


This was draft 1 of the poster. (the colour is a bit off after uploading jpeg to OSS) The feedback I got was that the background was a bit too dull. I decided to explore more exciting colours for the background. I decided to stick to the current narrative as I liked the idea of the squirrel having been painted by Jack, decides to give back in love. In terms of the composition, the type also does not meld well with the art, which was something to consider. The type was too big and rather distracting. Again, the serif fonts felt too formal for the informal design.

Project 2: Research and Development I

I started off doing some research into vintage ads because I liked the simplistic style and technicolor aesthetics, and hoped to find some inspiration. I found an illustration magazine and among its pages were the following posters.

I liked the muted color palette and the simple, clean forms of the artwork. It was direct and sent a clear message.

I like this poster the most because of its composition, art direction and message.

The poster’s message is simple: wear and share your Nike Airmax sneakers. Being a sneakerhead, I like the way Nike has implied a community. Indeed, the brand builds communities around sports. The poster does exactly that.

By using a limited color palette with teal, red, white and black, it is able to create an immediate visual impact with space-themed aesthetics. With balls in orbit, one can easily interpret them as footballs, tennis balls etc. It has enough ambiguity to be playful. The shoe is smack in the centre, like the sun, pulling everything into its orbit.

This is the essence of the poster – Airmax is the centre of the universe. And the emotion it elicits is that of awe and amusement; that something worn on the feet can be celebrated in such a way.

The big bold custom typeface enhances legibility the poster. Together with vector illustration, flat bold colours and good contrast, it generates visual interest with the space-themed illustration first before giving clarity in the big bold type.

Overall, I feel that the playful approach makes this a very effective ad as it conveys the energy of the brand (Just Do It) as well as the call to action (AIRMAX DAY). The execution was bold and forthcoming, combining a limited palette with a bold illustration style and even bolder typography.

Task 3: Final Designs

From the previous 2 designs, I reduced the number of elements in the logo and sought to combine both ideas. The biggest challenge I faced were to incorporate elements of the previous 2 drafts into the final versions.

I started working with a pink background as i felt it would complement well with the teal vests given to volunteers.  The lighthouse made way for a more abstract form that resembled the sails of a ship. I morphed the pencil head of the previous logoform into the tip of a brush. I retained the eye in the logoform to make it come alive, imbuing it with a life of its own. This created movement and dynamism in the logoform.

In greyscale, the colours are more muted, but it was still very visible and contrasted well with the background. The form can be analysed objectively from colour, and the way the brushtip rode the skateboard with an upward movement made it fun.

I made another draft in a different color, without the eye.

This design looks less ambiguous after the removal of the eye, and thus won’t be misconstrued as a bird. As blue is the color of wisdom and reliability, it will complement well with the bold, energetic orange, pink and purple of the logoform and type, symbolising vitality.

Research for Logo Design: NTF Hospital

Before embarking on our first VC project for this semester, I did some research on logos and identity.

I chose this book as it had a wide range of logos created by notable designers. Companies like NBC network and Martha Stewart co. were notable clients. It also included the thought process that went behind the ideation.

This page illustrated the different types of logos and possibilities of each type.

This page defined the logo and its purpose.

I like the designer’s approach to break down the logo and create something new out of the deconstructed form. It was clean, minimal and effective.

This caught my attention as I realised the possibilities of scaling up a logo into an abstract watermark. Its versatility appealed to me as much as its Impressionistic style aka Georges Seurat.

The playfulness of this brand is unique; the logotype appeals just as much as Pacman does. The color scheme is also bright and cheery, with the added design possibility of converting it into an exclamation mark.

I like the use of font as well as negative space in this logotype. The 3-dimentional logotype also looks good as a backdrop, reiterating the dynamism of this company.

The color scheme works, along with the contrast between navy blue and white type.

This is one of my favourite packaging designs in this book as it creates an image in consumers’ minds. It creates an evocative mood.

The semi abstract forms have a cutout effect that showcases the rawness and expressiveness of the brand and its event, similar to the Apple ipod ads in the early 2000s.

This VISA moodboard shows how colour alone can create so many expressions of the brand.

This clipping mask technique can be emulated for a cinematic effect.

Again, a design built out of coloured dots. It seems to reinforce the KISS rule.

One of my favourite brand designs of all time, I love how the brand conveys the classiness of the restaurant effortlessly. The type, subtle curves and motifs makes for a visual treat.

Love the simplicity and imagery associated with these 2 logos.

Love how the grid was used for this poster. The neon vibes rock.

The ideation process for NBC was initially a rainbow before it became a peacock.

Very smart way of looking at things.