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,

GRAPHICFORM | locale zine


To respond to a specific location in Singapore, expressing it’s uniqueness through an abstract graphic form.

Create an A5 Saddle Stitched zine with a maximum of 8 pages.

Let’s go on a journey to Hell!


To focus on the effect that Ten Courts of Hell gives visitors, upon visiting that attraction. Tapping on to the creepy and scary vibe that Ten Courts give, to create an abstract zine that makes people hallucinate and trippy!


I wanted to focus on the punishments without text, and mostly pictorial. However, I was afraid that just pictures will not reach out to viewers on the punishment, thus the addition of the Chinese words illustrations.

I consistently used a colour scheme for each page, and only at the back cover page, bringing them together. Trippy/hallucinating art style was also incorporated in the artwork.

Stone – Grey
Cold – Blue
Heart – Red
Boiling – Orange
Tongue – Purple
Knives – Green









Feedback from classmates:

Feedback from Joy:

It’ll be better to have consistency in the Chinese words illustration
Colours are working out better with one colour on each page, and it comes well together on the last page.
Strongest spread – cooking spread (spread 2), which incorporates the mural & words.

Personal Reflection:

Overall, I had really mixed feeling about the zine that I’ve created. I felt that I could’ve done way better than what was produced, but I couldn’t think of other ideas to make the zine abstract.  There were many ideas floating around in my head, but none of them seem to tick the checklist of “abstract”. But, thankfully I didn’t give up!! I decided to start working randomly till an idea got to me, which I stuck with it through! Making a zine sure isn’t easy, as there are many pages to take care of, and it is very important to be consistent – something I’m not very good at. After many trial and errors, I finally got my zine to come along together and I’m just glad that at the end, it all (kinda) worked out well! Super hyped that I managed to create something I can call my own, from scratch, and I got to learn more about zine-making!

About 60% happy with my zine :’)

Fun fact: showed my mum my zine and she had goosebumps viewing it halfway, and didn’t dare to finish it HAHAHA.

Assignment 2, Completed!!

Till then,

GRAPHICFORM | locale artist references

I was greatly inspired by trippy art to create my zine, as I wanted to give people these reactions:

“what just happen”

“my mind got blown”

“so creepy”

thus I went to my trustworthy site – Pinterest to get some inspirations, and here’s what I got!

I realised they usually have very vibrant colours, and sparks at random places. Tons of overlay was used also to create the effect of messy, random.

pinterest : jvnxie ☹ ☻
Image taken from
Image taken from

From this, I went ahead to experiment my own style of trippy art!

Chineasy is a publication that I saw on Ted Talk! The artist, ShaoLan Hsueh, a Taiwanese based in London, came up with easy pictorial way to teach children Chinese, in a visually engaging manner!


She incorporated the Chinese words into the form itself and it was easier to learn those words, especially for kids and visual learners!

ohmyasian: “2114. Chineasy by Shao Lan Hsueh. Cute drawings to help you remember some easy chinese characters! ”
Image taken from

I was greatly inspired by her work to come up with mine as well, not to teach Chinese, but to inform my zine’s viewers about the punishments in Ten Courts.

I didn’t want to include chunky text as description, and just wanted something sweet, simple, yet have other meanings to it.

Image taken from

Some illustrations done by her!

Therefore, I did up illustrations of a few Chinese words, and that really aided me a lot in my zine!

That’s it for my art references!

Till then,