VC1 | brochure final

Task: To conceptualize and create a brochure that’s appropriate for the Singapore Design Week 2019.

Your poster should include the following:

  • Singapore Design Week 2019;
  • A Slogan (of no more than five words) that captures and reflects the aims of the event.
  • 04-17 March 2019
  • National Design Centre
  • Singapore Design Week champions design thought leadership by bringing the design, business, and public policy worlds together to answer how they can intersect better to bring about needed innovation and solutions to build businesses, engage communities and enrich people’s lives. Save the date!
  • 150 words write-up each of 5 designers, 2 international & 3 local.

Here’s the digitalised version of the brochure and a video format.

These are videos and pictures of the physical brochure.







Read here on my design process and my write-up for the designers!

VC1 | brochure five designers

VC1 | brochure explorations

Reflection on Assignment 2

Prior to completion, I had a really tough time trying to break out of the grids and the straight lines. I wanted a more interesting fold as I feel that something visually engaging and playful will work really well with a fun fold as well. However the fold restricted me in a manner whereby there are fixed places for certain elements and that got me caught up on how to incorporate the stuff I had to put inside in a manner where it’s cohesive too.

I tried to make sure of the 5 main colours to show cohesiveness between the 2 spreads – yellow, green, blue, purple and pink. By having 2 different background colours, I think that it brings out the contrast as well. I also unintentionally found out that there was another way to read the back spread (you don’t have to fully open the whole thing to read it’s damn sik!!!!)

ALSO, I realised that the fold might be a little hard for the audience to understand. While showing to the class, half my mind was afraid that people might not know how to fold it back!!! But thankfully most of them knew how to.

Feedback from classmates

Visually engaging, front spread the 4 coloured squares opening up to the bigger square and having the slides shows continuity. Brings our eyes to the communal area (middle section which is like the pool)
Fun elements that helps to make it more visually engaging.
Too much text, alignment of the text can be better.
Fold might be a little too complicated.
Although the slogan at the cover breaks when open, it still shows continuity.

Feedback from Michael

Way better than the consultation, issue that I had was resolved. To push the design further, can explore in having Singapore Design Week in the front (beige side) to have more “play” around like Slidin’ with Creativity.
Slides can be more fun as well, as the variations of the slides seem quite similar.
Can have more different curves.
Maybe can have the same colour treatment for the designers’ name.

Overall, I enjoyed doing up the project and if given another week or so, I think it will be a better work!

Till then,

VC1 | brochure explorations

Before deciding on my final brochure design, I went onto pinterest to search for some inspirations!

From there, I came up with 5 different designs which I felt that will suit my theme of “Slidin’ with Creativity”. These are just some sketchbook drawings!

Out of the 5, I think that the last 2 suits the whole theme more as there was a more “playful” vibe to it. The 4th design was a game many Singaporeans played during our primary school days and its does bring back a lot of young and fun memories! I asked around for opinions on which was better and many agreed that the last one suited the overall look more, while the other brings us back to younger days!

But I wanted to try both designs and see which worked out better thus I went to digitalise both.

Design 1

design 2

I had trouble trying to fit in 5 designers into a square, especially design 1 where  the design was binded the 4 paint elements – which I wanted it to be there so that when the brochure is closed, it can be seen.

design 2 was just a draft to show Michael how it will look like!

Comments from Michael during the consult

Scrap Design 2, design 1 is better.
Break out of the square grids, give the whole design more breathing space.
Can have more “fun” and “play” for the text.
Have the “Singapore Design Week” at both the back and front, with the date and information inside. Have the SDW write-up at the back diamond.
Tighten leading for international artists.
Make the humans smaller. BREATHING SPACE!!
Orientate to 1 direction. 4 paint buckets at the back, can have elements of SDW (PD, VC, etc)
Can have the humans holding names of artists.
Will be good to have colour contrast on both pages.

I went on to further develop my idea and came up with the final design!

Till then,

VC1 | brochure five designers

kllylmrck (kelly limerick) – local

Kelly Limerick is the pseudonym of Singaporean-born artist Kelly Lim (born 1991).
She is a crotchet artist and also a graphic designer.
Having first picked up crochet in 1997 when she was 7 years old, Kelly then taught herself knitting, and has since been using both skills for her distinct artworks.

Kelly often creates without a sketch or set patterns to produce unique, one-off designs. Her work includes elements of ‘kimo-kawaii’ (きもかわいい)- a Japanese term meaning grotesque-cute- and focuses on textures and details.
Recently, she has been exploring large-scale installations, which inject unexpected visual impact in urban spaces and aim to provide immersive experiences by engaging the site.
Much like a living creature, her art ‘grows’ with new inspirations every single day.

Read more about her here:

I chose her as she is pretty well known in Singapore for her crotchet art, and she breaks people’s perspectives on what art should be. She really is Singapore’s pride as she is daring enough to be who she wants to be. She even changes many perceptions of crotchet art, as majority assumes it to be an old people’s art.

studio juju (local)

Studio Juju is led by Timo Wong and Priscilla Lui to practice design across disciplines in furniture, products and spaces.

The studio’s approach is fresh and optimistic and each project is a union of simplicity and warmth, functionalism and whimsy, refinement and relevance.

Timo and Priscilla consider their design practice as a freedom to exploration, and as a medium for collaboration.

Studio Juju has been honored the “Designers of the Future” by Design Miami/ in 2011. They were winner of the Design Report Award at SaloneSatellite in the same year.

In 2014, the studio was awarded the Singapore President’s Design Award, Design of the Year for their ‘Rabbit & Tortoise Collection’ for Living Divani.

A Tent, situated in W Hotel, Hong Kong

This is a really interesting product which was previously conceived for the Design Miami/Basel “Designers of the Future” award.

Back in 2011, Studio Juju captured both the Design Report Award for best newcomer contribution at SaloneSatellite, and the W Hotel Designers of the Future Award.  

Their design philosophy was designing a good experience with any project. They believe that the encounter with any physical design has to be both sensorial and emotional.

I chose them as I feel that the spatial furniture and other works done by them is really modern and creative.

Alexandra Alberta Yeo (Local / London)

From Indonesian Chinese heritage, Singapore born Alexandra’s core inspiration is travel and adventure as she has travelled the world extensively since she was a teenager. Having gone to all-girls boarding school in Sydney and Brisbane, Australia then a period of high school in Long Beach, California and completing college at University of Southern California in Los Angeles. California. Later, working in fashion in New York City and Los Angeles for designers such as Lanvin, Rag & Bone and Opening Ceremony. Her curiosity for culture and adventure is evident and undeniable. Her fascination with gemstones was intensified when she attended the prestigious Gemological Institute of America in New York City. Alexandra Alberta’s passion for playful, colorful gemstones are seen in her designs. Never boring, and unafraid of color, her designs display a rainbow array of different tones and colors. This really exemplifies Alexandra’s free-spirited, multi-layered personality, and her individual style. She believes in dressing however she wants, without any subscription to one particular style.  But always, polished and well put together.

From the moment Alexandra began designing jewelry, she has been smothered with requests to purchase her one-of-a-kind pieces.

mike voropaev (russia)

Digital artist Mike Voropaev was born in December 1992 in Kirov, Russia. From early ages he was interested in computer technologies and 3D graphics. At age of 11 he created his first 3D model for a elementary school talent show.He studied computer science and engineering at local university and graduated with a masters degree. Later he rediscovered his passion for design and 3D graphics, and started to work as a freelance designer with strong technical background.Now he lives in Saint Petersburg, Russia and works internationally with a lot of well known brands and startups, creating unique visual experiences.In each of his projects he actively experiments with different styles and unexpected tools – from 3D graphics, VR, AR, code, animation to paint, cloth and even analog film.
Intensively using his knowledge in technologies, fashion and every aspect of contemporary culture, he tries to resonate with zeitgeist and topics society worried about.

houth (taiwan)

Image result for houth taiwan

HOUTH is a creative studio based in Taipei, Taiwan that flexibly integrates creativity, strategy, design and resources to create fresh solutions for our clients.

HOUTH designers appreciate simple, pure things, and interpret “this hilarious world” through a unique perspective. They strongly believe there are no rules to follow in life; instead, there are only choices. Inspiration always comes from real life experience. The two H’s in ‘HOUTH’ represents the two co-founders, while ‘OUT’ represents their desire to transcend established systems or frameworks.

Ho Wan Chun – – – Art Director & Illustrator
Huang Chi Teng – – – Creative Director & Photographer

They specialise in:
Branding: Naming, Logo & logotype, Identity system, art direction, creative direction
Graphic Design: Event, Exhibition, Book Design, Packaging, Typography, Photography, Illustration
Motion Graphic

Till then,

VC1 | poster design final

Task: To conceptualize and create a poster that’s appropriate for the Singapore Design Week 2019.

Your poster should include the following:

  • Singapore Design Week 2019;
  • A Slogan (of no more than five words) that captures and reflects the aims of the event.
  • 04-17 March 2019
  • Singapore Design Week champions design thought leadership by bringing the design, business, and public policy worlds together to answer how they can intersect better to bring about needed innovation and solutions to build businesses, engage communities and enrich people’s lives. Save the date!

This is the look of it after being printed and filtered by apps .

Concept: Design Playground

For my Singapore Design Week theme, I wanted to show that design and creativity is fun, playful and colourful. I decided to use a water playground, as playground shows the fun and playful element. By using water playground, I am able to show colourful as there are splashing going on, and it’s pretty similar to the colour run concept, when you go in clean and out filled with colours. I wanted to show that there’s no limit to how creative one can get, and if you’re in the water playground, you can keep hanging around there!

Slogan: Slidin’ with Creativity

I came up with this slogan to play around with the words of “working” with creativity. But instead of “working”, it’s to slide with creativity, as my work has many slides.

My concept is that the aim of Singapore Design week is to showcase designers and the endless boundary of creativity, there’s no limit to how creative one can get, and creativity is all about being fun and playful! This slogan helps to strengthen my concept as what my slogan means that at this water playground, you will slide with creativity, and the slides you take will eventually lead you to the common pool, where it’s filled with creativity juices / elements. It also enhances the point that creativity and design make life more fun for designers and audience!

We all need a little creativity and design in our life to brighten up our lives!
Read here on my design process and explorations!

VC1 | poster design brainfarts

VC1 | poster design explorations

Reflection on Assignment 2:

I never expected so much thought to be put into doing up a poster design, and that as a designer, there are so much more underlying meaning to everything we do, more than what the audience actually depicts. With the meanings we want to show to the audience, we try to make it into a creative, fun and visually engaging artwork. I think that I managed to hit that! However, I think doing up such an illustrative artwork was probably a risk I took, as I am not very well-skilled at illustrations and I was very afraid of it. There are still much more room for improvement for my illustration, and I need to pay a lot more attention to details, especially for artworks as complex as the one I did up. Doing up an illustration, there were many things I had to consider of, and one important one was perspective. I wanted to show a 3D water playground on a 2D platform, and perspective was very important which sometimes I overlooked. But from that, I learnt more about Illustrator functions and how it’s able to help my perspective issues!

Feedback I got from Michael was that my slogan doesn’t really pop up due to the colours I’ve used, and it seems to be fighting with attention with the rest of the elements. There can also be more breathing space for the graphics part, and for the body text, it’s a little too tight on space, compared to the rest of the part. The slides were also a little too big and can afford to be smaller. With that, I tried changing my slogan’s words all into one colour and I think it really stands out more!

Overall, I enjoyed doing this assignment and I’m glad I took the risk of doing an illustrative poster!

Till then,

VC1 | poster design explorations

Design Explorations

As concept 3 was the weakest concept I have, I chose to further work and digitalize on concept 1 & 2, and came up with these.








For Concept 1 (Left), I used slides, to show the fluid movement of design and creativity and to show that it is fun and playful. I also tried to put the title “SDW” inside, by having the slide as S, pool as D and the deck chairs as W.

For Concept 2 (Right), I wanted to use the architecture of Singapore to talk about the advancement of design in Singapore, and to use the neon effect to show futurism.


The humans in concept 1 looks pretty weird as they are all the same and very robotic (hahaha) but it was just a mini draft I did up to show that there will be humans in there!

I should play out more, make it more playful and interesting, and add more colours. As there’s only one slide now, it seems finite instead of endless. If I want to use letters, maybe I should make them into floats.

Concept 2 is definitely a no go and I should just focus on concept 1.

From these feedback, I went back and started drafting a few more layouts for Concept 1.

I decided to focus and digitalize the left sketch as my final as I think that there it shows more creative elements and “fun” due to it being seen as a water playground.

I did it up with stroke on Illustrator first, without adding in colours for the elements.

Next up, I added colours into the elements and started playing around with the fonts.

draft 1

draft 2

draft 3

draft 4

Amongst all, I preferred Draft 1 and showed it to the class.

Feedback (for draft 1):

Slogan and Singapore Design Week seems to be fighting with each other as they are of same size. Body text can be smaller for breathing space. Can shrink down to lock the space. Can have a greater affinity with creativity, add more creative elements as now there’s too much summer parts. – maybe diving / water splashing / paint.

Can emerge colourful after sliding?

Can have a common pool, as a gathering point where people converge? Pool can be colourful? Shift location of slogan to form it in the pool, can have some humans holding the words. Bring in some of the play.

Design Refinement

From the feedback, I tried to incorporate and add in the comments mentioned by everyone.

I came up with a rough draft.

I think the humans holding the boards showing the dates and Singapore design week worked really well, but the pool seems abit weird and messy due to the colours.

I tweaked it around and changed it having a blue pool, and when the humans jump in, there’s extra colours (to show them bringing creativity into the pool)








Initially, I was thinking if I should go ahead with a pale blue background or yellow background, but I think that the yellow background shows more contrast!

I presented the following to the class:


Many preferred the one with the purple slide sliding the words Singapore Design Week. Watch out for the body text, can afford to be smaller, and it’s not as readable now, can be cleaner. There’s too many humans, can cut down for breathing space. Currently very cluttered. As I had orange slides for some and yellow slides, many agreed that yellow slide is better. Can shrink down to 80% of the current artwork, focus more on the main areas. There’s perspective issues for the purple slide, need to work on that. Can shift the placement of the slogan in the pool to make it more fun.

With all the feedback I’ve got, I edited it and am done with my final artwork!

Stay tuned for the next post to see my final work!

Till then,