Deliverable 1 & 2

Deliverable 1

Awareness poster;

Environmental advertising;

Deliverable 2

Pull tab cards;

Served as educational materials to be given out during the day of campaign or given out to students.

Pulling the tab to reveal the x-ray underneath. The used of red is to emphasize the risk of plastic surgery. With the tagline “It is as fragile as it is”.

Task 1A: Exploratory Research

Current issues confronting our world today:

1. Food wastage;

Many may not take the importance of food wastage where because the convenience of getting food anywhere but nearly one-third of the food that is produced in the world is lost or wasted due to one reason or the other. Food wastage, which includes both food loss and food waste, is not only morally irresponsible, but also causes huge economical losses as well as severe damage to the world around us. The UN estimates that one in nine people in the world do not have access to sufficient food to lead a healthy life.

Food wastage leads to harmful effects on the environment as well, when all food waste that ends up in landfills produces a large amount of methane – deadlier than CO2. Excess amounts of greenhouse gases such as methane, CO2 and chlorofluorocarbons absorb infrared radiation and heat up the earth’s atmosphere, causing global warming and climate change.

2. HIV-related stigma and discrimination;

In 35% of countries with available data, over 50% of people report having prejudice, negative attitudes, abuse directed and discriminatory attitudes towards people living with HIV/AIDS. People nowadays have the perception of HIV/AIDS can be transmitted like wildfire and it is always associated with death. And people that are contracted with HIV/AIDS is the result of personal irresponsibility or moral fault, deserves to be punished.

“My daughter refused to go hospital to receive medicines. My daughter died because of the fear of stigmatisation and discrimination” – Patience Eshun from Ghana, who lost her daughter to an AIDS-related illness

3. Mental disorders;

Society has stereotyped views about mental illness and how it affects people. Many people believe that people with mental ill health are violent and dangerous, when in fact they are more at risk of being attacked or harming themselves than harming other people. Nearly nine out of ten people with mental health problems say that stigma and discrimination have a negative effect on their lives. People with mental health problems are amongst the least likely of any group with a long-term health condition or disability to find work, live in decent housing or even be socially included in mainstream society.

4. Cosmetics surgery;

Does cosmetic surgery really make people feel better about their bodies? In posts across Instagram, Twitter, and other social media platforms, women have been denouncing the use of cosmetics and a culture that pressures as many as one in three women to undergo some form of plastic surgery. As society conforms to a set of standards for beauty, people are constantly trying to meet the standards also due to the convenience of cosmetics surgery.

Topic chosen: Cosmetics surgery

The media is full of makeover programmes glamorising cosmetic surgery and celebrities who look ever more perky. Subliminally and not so subliminally, our culture is changing how humans feel they should look. There is increasing pressure to look young and beautiful, especially for women, who are still more likely to be judged on appearances, particularly in the workplace. Although some statistics say people are happier after cosmetic surgery, those statistics (and the self-reported happiness) are just as skin-deep as the surgery itself. The truth is, people who pay thousands of dollars to go under the knife to change their appearance are engaging in a last resort to save their plummeting low self-esteem. There will be long term psychological effects of not being satisfied with the outcome of the surgery, hence constantly going for multiple surgeries to aim for perfection in their outlook.

Target audience:

Targeting mainly on women aged 17 to late 20s whereby one South Korean survey found that more than 60% of women in their late 20s and 40% of women in their early 20s had had a cosmetic procedure. Overall, 85% of people who have cosmetic surgery are women. People believe they will be happier and more successful if they conform more closely to these cultural norms.

This is often due to impossible standards of beauty set by society through the media. Celebrities who causally share their surgical journeys with their fans contribute to the normalisation of cosmetic procedures and increase the perception that these surgeries are harmless. Which makes them having the wrong impression of “since everyone’s doing it, it can’t be that dangerous, right?”

Visual reference:

Nose Cup

Agency: DDB | Client: Toronto Plastic Surgery | Medium: Plastic Cups | Year: 2006

This ad cleverly made use of literally plastics cup to symbolise the plastic surgery procedure and the perfection of nose and lips were printed on the cup. When a woman holds the cup and drinks from it, the design covers the user’s nose and lips to show that there’s nothing perfect under the portrayed perfection in the society.

Client: Simple Beauty Plastic Surgery Clinic | Medium: Advertisement | Year: 2015

A family portrait is displayed with both their parents, the mother and the father looking dashingly good but not the three kids. With the tagline “Explaining to your kids will be the only thing you need to worry about.” The fact that both their parents had undergone cosmetics surgery to look good but genes is something you cannot escape from, hence the three kids have their parents’ ugly genes.

100%YOU Campaign

Medium: Interactive Media | Year: 2017

100%YOU Campaign by Shaily. Her mission is to get young Asian women to change their perception of beauty by disregarding the monotony of the societal standards of beauty dictated by the media and get them to appreciate their unique and natural selves.

Dialogue in the dark

I have always thought that this was the same as the dining in the dark experience but didn’t expected it was more of a walk through. Initially I was kind of scared where I constantly thinking that I might trip over someone or hit someone with the stick. Therefore, I was laughing non-stop to make my presence known. After a few minutes in the dark, I kind of felt that I was being trapped and a little suffocating. But after sometime within the total blackness, The other senses rather than sight became more sensitive than ever. Especially the sense of touch and hearing. 

I kept relying on the walls or the person in front of me. Or whenever I couldn’t feel the person’s shoulder in front of me, I felt super lost and helpless all of a sudden. This is where I truly felt the importance of sense of sight. Near to the end of the tour, I then realised that the visually impaired have to go through the specific route times and times again to have it memorised in their head. 

This experience let me gained insight that we do not take any of our senses for granted where others may be as privileged as us. Also the understanding of the power of imagination+sense of touch, smell, hearing, where in this case the imagination takes control over sight. Everything we feel and smell would create an image in our heads.

The ideal of role-playing in design research studies is important whereby one may “step in one’s shoes” and whereby it can make us think much further and not just the surface for our designs. And also to strengthen our observations of the world.

Project 3 | Process

As much as there are so many different kind of paper folds out there, I personally chose a 3 panel z-fold for my final brochure design. Initially I thought we had to incorporate our whole poster in the brochure but turns out it is not necessary.

I didn’t want to exaggerate any of the folds or have any complicated die-cuts. I felt that the content within is much more important. But in order to make things interesting, I incorporated my skewed window shape the 3 panel z-fold to have a stronger relationship with my previous poster design.

Having the shape of my window integrated into my brochure results in the protruding of  inner page and the back page. Hence I tried to play with all the elements and try to have kinda like a sneak peak of the inner and back page.

The protruding part of the brochure

Initially I thought of showing a sneak peak of a lit window for the inner page, but it kinda failed miserably. The window doesn’t really show much and the red colour is also feels out of place.

First mockup (folded)
First mockup

I had my title to purposely cut across the second page but when it is folded in, my title looks like an error instead of a purposeful treatment. The front page was seem too empty and quiet for a front cover of a brochure.

First mockup

Initially I’ve muted the colours of the profiles and a border around the profile so that the lit windows would have more of the contrast. But after rounds of consultation, was told that there are too many empty gaps and spaces in between, there are too many windows, the names of the artists don’t really stand out from the body copy and the yellow border don’t really make emphasis of the profiles. Hence, everything was kinda scraped.

Second mockup (folded)
The protruding part of the brochure

The sneak peak of the brochure is much more clearer now with the illusion of 3 layers of window being seamlessly joined together. This creates a more enticing experience for the reader without having to open the brochure fully yet.

Second mockup

Instead of having the profiles in B&W, I’ve put a yellow filter on top of them so that now it has more relationship with the look and feel of the brochure. I’ve add the coloured windows at the front cover instead, and the title not cutting into the second page. I’ve also replaced windows with lines whereby the subtle hint of the windows are still kept remained. Small little yellow boxes beside each profile shows the emphasis as well. The artists names are taken out from the body copy and standing alone.

Second mockup

The information page are all in yellow to differentiate from the featured artists. Multiple lines with different weights cut across the page of the brochure to show the dynamics and also help to lead the readers’ eyes.

Overall it was quite an experience, and having only the basic technical skills wouldn’t bring me anywhere. Designing a brochure is not as simple as I thought it would be, the importance of the flow of information, the placement of the elements and especially the measurements. I’ve always try very best to break away from my comfort zone, my safest design style. Constantly reminding myself to break the grids, not to be afraid of exploring…. to BE UNORTHODOX.


Singapore Design Week | Development

My initial 3 concepts were rejected due to being too rigid, too literal and too educational. Where the taglines don’t really flow with my moodboard as well.

Final concept; I feel that we designers in Singapore are constantly being trapped, or very much restricted / having censorship due to politics. Hence most of us tend to obey the rules and not going off the grid, like myself, always trying to stay safe and not stepping up. We are constantly questioning ourselves, are we designers, or are we artists. How are we able to escape from our comfort zones and be different.

My initial concept was to have multiple buildings with windows to represent us living under HDB flats, implementing the way of us being trapped in boxes. HDBs are like boxes and boxes. The buildings are then being too straight in the face. I then slowly removed the buildings and only leaving the windows behind.

Initially I had one huge window smacked in the middle, opening halfway to represent a door-like structure also to show the opening to much more opportunities behind. Afterwards I thought having only a huge window doesn’t make any sense to my concept. This sketch is therefore being scrapped.

Having only the windows, in it’s very simplified form, on one whole background. The background represents one building with multiple windows on it. Having the illusion of multiple buildings stacking on top of one another.

I came up with a few taglines to go along with my concept;

“Boxed up” – this was my initial tagline, it was seen too literal and straight up forward.

“Are you boxed up” – edited from the previous to being like a open ended question instead, but it was rejected due to it being a question and not a tagline.

Draft 1

The colours on my 1st draft were a bit off, the “Singapore Design Week 2019” was also bigger my tagline. The tagline is too small and wasn’t as prominent and is also at a very awkward position.

Draft 2 with updated tagline

I have updated my tagline to;

“Be unorthodox” – being said  to be unusual and unconventional is what all we need nowadays to differentiate ourselves from the rest.

The lit windows are the ones that are stepping out of their comfort zones, or trying to be unusual than the rest. The colours of the background and the windows are much more muted so that the yellow would pop more than the rest. The tagline is being integrated into the windows to show more relationship with the elements.

Draft 3

I felt that the emphasis should be on the punch line instead of “Singapore Design Week 2019” as it is the first thing that catches peoples’ attention. Therefore the tagline is being enlarged. I also tried to lay it over the window to show the foreground and background.

Draft 3.1

I’ve tried to explore a different font after consultation but it doesn’t really work that well. So I’ll stick back to Draft 3‘s font.

Draft final_final

After much consultations, were told to minimise windows; what they always say “Less is more”. The colours of the window frames were updated with a stronger red. Tagline being the most important one, I have it in yellow as well to really enhance the contrast. I cropped the tagline as well to have the illusion of it cutting in and out of the window. This final draft has a total of 4 layers, the top layer being the tagline, singapore design week 2019, date, 2nd layer being the information of the event, 3rd layer being the windows and last layer being the background.


Five Designers

Thomas Yang | Local

100copies Bicycle Art is the brainchild of Singapore Creative Director  Thomas Yang . An avid cyclist, he decided to combine two of his passions – bicycles and art – into 100copies. All of the products you see here are original designs created by him and are limited to, as the name suggests, 100 copies. Each piece of work will be watermarked, labeled with the title and edition number. As such, no two copies are ever completely identical.

Jackson Tan/PHUNK | Local

He is the creative director of BLACK, a multi-disciplinary creative agency (2002 – present) and founding partner of PHUNK, a contemporary art & design collective (1994 – present) based in Singapore. He has collaborated and worked with brands and clients such as Nike, MTV, The Rolling Stones, Asian Civilisations Museum, DesignSingapore Council, Herman Miller, UNIQLO, Levi’s and Tiger Beer. Notable projects include the brand concept and identity of SG50, a commissioned design created to celebrate Singapore’s golden jubilee, and the experience design of the Peranakan Museum. In 2013, BLACK was commissioned by the Bureau of Cultural Affairs of Kaohsiung City to curate and design ‘CREATIVE©ITIES’, an exhibition that “maps creativity in Asia-Pacific’s cities today”. BLACK was awarded ‘Design: Best of Category’ and ‘Independent Agency of the Year’ at the Gong Show 2014.


Tan Jiahui/FABLE | Local

Fable is a multi-disciplinary boutique creative agency based in the Republic of Singapore. We   observe, research, and conceive concept-driven ideas and intelligent designs that add value over noise for progressive brands and forward-thinking clients. 

I believe that in the discerning and crowded age we live in, design should not only serve as a vehicle to aestheticize. Rather, it should help to craft experiences and communicate perception and thought. This has led the studio to work across various design disciplines, and gave us a chance to work with projects of different scales and purposes.


Gary Tong /TGIF | Hong Kong-based

TGIF is a Hong Kong based graphic design studio founded by Gary Tong in 2010. We provide a full range of design services including branding, corporate communications, web-site design, marketing materials, packaging, exhibition, event design and photography. We believe that our creative thinking brings out positive energy and provoking solutions to clients. His annual report, brand visual identity and poster design were awarded in Hong Kong Designers Association Global Design Awards and Graphic Design in China Awards. In 2013, He was awarded to be 40 under 40 design talents from Perspective. Moreover, He and his works have been featured and interviewed in a variety of publications across the globe.


Kiyan Forootan | LA-based

Kiyan Forootan, a 3D Artist and motion designer. Kiyan Forootan creates transparent, ghost like figures – the typical sheet over a person like ghost – that move in fun, interesting ways, almost like they’re dancing or even walking in public. Forootan uses vibrant and fun colours rather than using white like myself, which makes them look inviting and not creepy like they would be if they were black or white. He uses CGI and motion design to create his work after taking videos of public spaces then creates them digitally which means you’re unable to see the reactions of the public and they are unable to interact with the work.