Category: Project 3_Design Research and Development

Project 3 – Process Documentation

Drafts for first consultation


  • There was major misalignment. The folding lines are not accurate as I draw out the fold lines on an A4 and then scan it to import it as vector lines on illustrator.

  • Besides that, the page above seems to be very unstable. The letters should not be cut off and also it does not give a sense of ‘surprise’ when the user opens it.

  • For the content of the brochure, I had make use of my previous poster’s element graphic – which are the splashes.
  • The play of angular and diagonal crops for the images, seems to be good. But due to this overall shape, there are some weird empty spaces. The blue ‘filler’ also does not serve any purpose and necessary for the design intent.  Hence, for my next draft I decided to remove it.
  • The event description was placed on top of the brochure. It was suggested to be placed at the back of the brochure instead. So that the user will know what’s the event is about without having to open and open another page.


Hence to rectify the problems listed, I decided to use a much accurate method to draw out the fold lines – which is by using autocad. And it works. Even though it is really difficult to make it as accurate as possible. This is because my design is on both sides and a little shift in printing it will affect the whole grid layout design of the brochure. (*apparently ‘true colors’ print it perfectly than ‘colorvizio’ )

As for the ‘surprise’ element, I decided to play with the contrast of colors. The user will see a huge paint of blue, as contrast to the front page of the brochure. I intended to pique the user’s curiosity to find out more what’s inside.

However, again, the alignment problem is still there. It was suggested that I totally removed the flaps if I could not make it work somehow. Simple folds with good design layout will holds the information better than a complicated one.

Another version of the design (without flaps)

Hence, I decided to just make another version, which is without the flaps. Personally I prefer this as the content inside is very neat and clean. The slogan is then placed at the back of the brochure since the flaps are now gone. However, I feel the brochure is not really impactful. So I decided to go with my original idea and try to make the flaps  design work.

final design

Concept & ideas:

  • Once the user opens up the front page, they will see the slogan ’embedded in our DNA’. This slogans seeks the user to peek inside what’s embedded in that DNA. So the visuals – as you can see, is a strand of DNA that is in dispersed form in order to reveal what is inside/implanted in that DNA.
  • The play of contrasting colors is very important to create a visual interest of the reader.
  • Continuity of visuals, which are the ‘splash’ element. This is to ensure that it gives the consistent message and theme throughout the brochure.
  • The size of the brochure (A3) is too big. Perhaps can reduce the size as there are some empty spaces at the back of the brochure.
  • One of the artist, Andre Wee, body text is too close to the margin and seems out of place. Suggestion is that reduce the overall text size for every artists’ description by 1 point and squeeze in Andre Wee’s part in middle part.
  • Accuracy in alignment can be improved on.
  • Include “Singapore Design Week” on front page as SDW acronym might be unfamiliar to some.
  • At the back, include in the location.
  • The arrows to indicate the images are very helpful.
  • The stark contrast between the front page and the one after, is successful. ^^

5 artists/designers


Machineast is an independent creative studio specialising in design, motion graphics and visual arts. With a combination of over two decades of experience in the motion graphic, advertising and design industry, Fizah & Ando – Directors of Machineast have been collaborating with worldwide creative studios, agencies and leading brands. Driven by a great passion for making things aesthetically pleasing, Machineast always does their best to offer creative solutions to their collaborators.

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Andre wee

André wee is a visual designer, illustrator and fine artist originally from Singapore. He graduated with a bachelors of fine arts from the Rhode Island School of Design and is currently based out of Singapore. His works have been featured online, in print and exhibited internationally. Apart from drawing, painting and 3D modelling, André used to be a fencer and a military paratrooper before college.

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Sam Lo/SKL0 also known as the sticker lady, is an urban visual artist currently based in Singapore who specializes in installations but constantly strives to hone her skills- be it old or new, by working with a wide array of various mediums, to name a few: sculpting, watercolor, wheatpaste and spray paint. Her work is heavily inspired by daily observations and research on the sociopolitical climate, from which she executes through visual commentary comprising of text and imagery.

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Justin Gitlin, a.k.a. Cacheflowe, is an independent creative coder, musician and multimedia artist based in Denver, Colorado, USA. His disciplines have increasingly intertwined after spending two decades in parallel worlds of software development, music and multimedia production. Justin has built video games, interactive installations, web sites and mobile apps for clients like Nike, Google, and the Denver Art Museum. His work has been covered by major media outlets like NPR, Buzzfeed, and Communication Arts Magazine, and has received awards from the FWA, Awwwards and The One Club, among others.

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Felipe Pantone is an Argentinian-Spanish artist. He started doing graffiti at the age of 12. He graduated with a Fine Art degree in Valencia (Spain) where his studio is based. Pantone’s work deals with dynamism, transformation, omnipresence, and themes related to the present times. His work has been exhibited all over Europe, America, Australia, and Asia. Felipe Pantone has earned an international reputation in the graffiti world under the name of Pant1, multiplying actions and collaborations. A prolific artist, his creations are visible on the walls of the whole world: from the Mesa Contemporary Arts Center to the Long Beach Museum of Art (USA) and the Palais de Tokyo (Paris), passing by Mexico City, Osaka, Lisbon, Palestine, Italy or Australia.  Felipe Pantone is the spearhead of a renewed street art scene, which is not confined to outdoor spaces and enchains projects: majestic frescoes, paintings, sculptures or monumental installations.

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