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.


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.