the heart of future design // final brochure

Building on the idea of “The Heart of Future Design”, I created a brochure with the same elements as the poster as well as creating new ones.

I decided to use the gate fold with a simple cut out and slit to keep the fold from being ajar. This was also to illustrate the idea of viewers having to unlock the brochure to get to the “heart” which is the first thing you see when you open the brochure.


For the outside of the brochure, I wanted to keep it simple with the interlacing veins running around. Also by placing “SDW” and “Singapore Design Week” at the front and central cover of the brochure, allows viewers to immediately know the purpose of the brochure.

Initially, while doing the mockup, I didn’t realise that because the two sides meet in the center, the veins should I align for it to appear to flow properly. However, I decided to prevent having any veins intersecting the central area of the to ensure that the focus is on the title “SDW”. I also made use of the veins to aid the gaze towards the title.


To create a contrast between the inside and outside of the brochure, I decided to use a bright red and blue. By creating a new element which is the blood cells looking blobs, it also creates an element of surprise from the cover of the brochure. I left several white areas to allow for some breathing spaces. The main issue I had while creating this composition was alignment. I was trying to avoid having any images or words cutting across the fold.


Here are some comments received during critique:

  • While trying to keep to the 150 word limit, I had to resort to keeping the words small. The feedback received was that the words were too small, and that I could increase the size of the brochure. The margins and text were also too tight.
  • I could have added more white areas of the right side of the inside brochure to balance the composition out better.
  • For the outside of the brochure, the blurb could not be seen. I should have considered moving the veins around to allow for room for the blurb.

This comes to the end of my VC1 journey. To have a look at the design process, click here design process.


the heart of future design // design process brochure

And so the final project for VC1 begins.

The first step was to explore the different types of folds.

I started by researching on some interesting (and doable) folds or brochure designs.

After which, I experimented with several folds which I thought I could work with.

1st Experimental Fold


Inspired by:

2nd Experimental Fold

Generally, the comments received for the first and second folds were the same. Firstly, an outer brochure makes it look more like a packaging. Rather than using different sheets of paper, I should explore the brochure using a single sheet of paper. Another comment was that I had too many folds which did not contribute to the message I wanted to send. Hence, I could reduce the number of folds and get straight to the message I would like to send.

3rd Experimental Fold

Using the accordion fold, I intended to die cut the slogan, “The Heart of Future Design” on the front page. However, the comment received was that I did not consider the meaning of the page from the back. If I were to die cut a page, it should add meaning to the page be it from the front or back of the page.

With the comments in mind, I decided to work with the first fold and try a different variation of a gate fold.

1st Draft

Further developing from the first experimental fold, I first began with observing how people would instinctively open the fold. I began by asking people around me to open the fold which did not had any words on it. Naturally, everybody had different ways of opening the fold be it horizontally or vertically. After which, I added the words “SDW” on the fold horizontally, in hopes that this would help people decide which way to open the fold. The results? 4 out of 5 people opened it following the direction of the words (horizontally).

Then, I began designing the brochure.

Several comments during consultation:

  • There was a lack of contrast, especially for the inside of the brochure. There were too many elements that were fighting for your attention. Hence, creating more contrast will help the problem.
  • There was no need to continually emphasize “SDW”. Thus, I could forgo the “SDW” inside the brochure.
  • There was a lack of visual interest in the inside of the brochure. A suggestion was that I create a new visuals that could encapsulate the artist bios.
  • I could also look into the meaning of what the new visuals could be.
  • For the outside brochure, there was no central focus and that I should use the veins to direct the gaze towards the center of the brochure.
2nd Draft

For this exploration, I wanted to create a different variation of the gate fold. However, I decided to work on for the first draft for the final submission.

We have come to the end of my design process for this assignment. To have a look at the final brochure, click here final brochure.

the heart of future design // design process poster

Let’s start from the very beginning.

This could easily be one of my projects with the most sketches and drafts, so bare with me as I ramble on about how it has developed from the beginning to the end.

First Sketch/Draft

Left: The Heart of Future Design (Singapore/Heritage)

Inspired by the aim of putting Singapore on the map, one of my ideas was to create an abstract road map motif.

Centre: A Visionary Metamorphosis (Community/Interlace)

As SDW aims to become the hub that connects designers, I was inspired to create a motif connecting motif to showcase that.

Right: The New Design Revolution (Leadership/Innovation)

With the main aim of SDW being a venue to showcase innovation, I figure that the concept of “thinking out of the box” might work.

Initially, the response I got from the class was generally quite good, with many pushing me to go for the first idea (map). Hence, I decided to continue working on that theme. Nonetheless, I wanted to try out the second idea (interlacing).

Here are some other sketches I worked on during my design process.

Second Draft

As mentioned previously, I started expanding on the first 2 ideas.

A Visionary Metamorphosis

Using a “3D” gradient pipes to create an interlacing composition.

I was excited by the outcome of this composition, to be honest. However, I received some critique over this design. Firstly, the class felt that the concept was not strong enough, the meaning behind the pipes were not clear and the white frame didn’t appear to have any sort of meaning (purely aesthetics).  Nonetheless, people found the placement of the slogan interesting, but the class highlighted that it was hard to read. In conclusion, my concept needs to be stronger.

The Heart of Future Design

Building on to the map idea, I created a more abstract image of the map of the surrounding area of National Design Centre. I incorporated the heart at the centre of the map. However, I was really not satisfied with how this turned out. The colours did not look right, and it felt too messy. So, I didn’t really showcase this design because I was too embarrassed.

Third Draft

To further strengthen my concept, I decided to go with the slogan “The Heart of Future Design”.

I fused my favourite elements from each composition, combining the pipes and heart.

I was starting to feel proud of my design (finally). To be honest, I was really in a complete dazed after the previous consult.

However, there were still much to improve on. The general consensus from the class was that it was too red, the “SDW” is not obvious enough, the heart in the centre needs to be more prominent, play more with the placement of the slogan.

With that, I arrive at my final artwork, you can see my process and final artwork here: final | brainmap + moodboard | research | interesting poster.


the heart of future design // final poster


Why The Heart of Future Design?

Heart = “a hub where the best design talents and businesses from Singapore and Asia converge to be showcased to the world;”

Future Design = “needed innovation and solutions to build businesses, engage communities and enrich people’s lives”

I derived my slogan primarily from these two sentences. Singapore Design Week (SDW) hopes to make Singapore the hub or centre of design. Thus, the heart of design. SDW aims to engage designers to create innovative solutions for the future. Thus, future design.

Why this design?

In the initial phase of my design process, I came up with two designs for different slogans. To know more about these designs, have a look at my design process post here: design process.

I incorporated the elements that I liked from each composition.

Left: The gradient pipes

Right: The heart in the centre

The pipes coming from different directions, creates a form of a heart in the centre of the composition. This represents the different stakeholders of the design industry converging to the hub. Furthermore, the colours of the pipes, red-blue gradient, were chosen to resemble the human veins.

The addition of a gradient heart fill on top of the outline, allows for the heart to stand out more. The slogan is placed inside the heart with an arching effect to create a 3D effect to the heart.


Looking back at my poster, I think there are some adjustments that could have been made.

I think I was focused on the motifs of the composition, that I may not have paid enough attention to the text. Thus, some of the text may have been left untreated.

I think segregating the “Singapore Design Week 2019, 04 – 17 Mar” from the slogan created a disparity between the text and slogan. What I would have improved on was to seamlessly integrate the text together with the slogan to form one collective entity.

That is all for this project! To see the process of how I came to the final composition, click here design process | brainmap + moodboard | research | interesting poster.