SAVING
PENANG
TRISHAW
BRAND & MARKETING CAMPAIGN
The project seeks to modernise and boost the dwindling trishaw trade in Penang, while retaining its cultural and heritage significance.
Riders will be more coordinated with regulated business opportunities, uniforms and reskinned trishaws, and training to elevate their services as tour guides instead of just riders. The campaign also aims to attract new and young riders with its refreshed outlook on the trishaw trade.
Drawing inspiration from traditional chinese seals, we extract the characteristic parts of a trishaw to give our logo a recognisable yet elegant look.
NATIONAL
FAMILY
WEEK
EVENT MARKETING CAMPAIGN
Supported by Ministry of Social and Family Development, National Family Week brings together stakeholders nationwide, including corporate partners, government agencies and the community, to increase support on the importance of families. A distinctive visual look and feel is created and adapted to various touchpoints.
Families come in all shapes and sizes — nucleus, multi-gen, or single-parent familes; families with young kids or furkids; families with persons with disabilities/special needs. We created a vibrant and modular visual system that captures all of that.
Primary shapes are utilised with infinite possibilities to present different family types and communication graphics.
Note: This project was submitted as a pitch.
THE
PRIVILEGED
CIRCLE
BRAND ACTIVATION
TPC is a personal concierge company providing luxury services to high-net-worth individuals of a financial advisory firm representing Manulife.
TPC’s clients are the next-gen wealth in their 20-40s. The demographic is young, bold and unapologetic with their affluent lifestyle. It’s a shift away from the usual narrative of luxury of sterile suits and ties, limo back seats, and overlooking skylines.
TPC focuses on living, experiencing, celebration and allure. It’s about access to excess and the brand is designed to embody that.
GO
GREEN
SINGAPORE
BRAND & MARKETING CAMPAIGN
Go Green SG is an annual whole-of-nation sustainability movement that rallies the community with over 300 activities organised alongside 160 partners.
To effectively create awareness and drive sign-ups for the campaign, we focus on making living sustainably easy, fun and relevant instead of top-down preachings on sustainability.
The campaign allows everyone to find green initiatives that fit into their lifestyles and interests. The countless ways to be green for each personality and lifestyle are represented by the characters in all shapes and personas.
NUS
GIVING
ON-GROUND BRAND ACTIVATION (AUGMENTED REALITY)
NUS Giving is the university’s philanthropic arm, and its new brand identity uses a seed to represent its brand theme ‘Seeds of Change’.
To bring the seed to life, we created a life-size seed sculpture on campus which has an AR element that allows on-screen engagement though a Virtual Sculpture Garden.