Graphic Designer

01

Advertising

Kill A Cigarette, Save A Life. Yours.
This is an anti-smoking campaign for Ministry Of Health. The visuals are impactful and clearcut, sending a clear message to the target audiences.

Do Not Drink and Drive
This is a single poster campaign for Land Transport Authority Singapore. The campaign is against driving after drinking. The road is dgitally manipulated into a rollercoaster, to depict what the drunk drivers will see, and eventually leads to a crash.

Redbull Advertisement
This is an advertising campaign for Redbull. The concept is to portray the spirit within by using Dragon, bull and pheonix to depict ferocious, fearless and swift. The creatures are dgitally manipulated into the ads to show the end results of consuming this product.

02

Branding

CREATIVE STRATEGY : LOGO DESIGN
For every event, there must be a logo and a system of identity. World Robo Tournament is targeted to the vibrant tech savvy community, comprising of majority the young and young at heart. Demographics ranges from students to their families, parents, educators, and robot enthusiasts. After much of brainstorming sessions, we then proceeded on to a few proposals for the WRT ‘09 logo and a glimpse of possible visual logo concepts that are designed to suit the target audiences.

Sketches & Development

Proposed Design I

WORLD ROBO TOURNAMENT
ROBO ACADEMY

The logo comprises of geometric shapes to keep a robotic look, making it modern, simple yet creating a fresh new look to an event logo.

This version serves as a teaser to the actual logo. The alphabets are brought to life as if they transformed into robots and while the 2009 melts in the heat of the event!

WORLD ROBO TOURNAMENT 2009

Freeplay! The basic logo is turned into many variations, however keeping the shapes consistent.

Proposed Design II

This concept is based on clarity and readability. It features a straight-forward and clear cut lettermark. The top version is the original form of the font, and the above is done with a 3D effect for enhancement.

Come join the fun for a day! Date: Venue: Admission:

This is a sample of how the logo is to be used, together with a basic colour scheme.

Final Design
As the event aims to promote robotics in a light and casual mood, basic shapes made up of rectangles, triangles and circles is used to form the initials WRT. This is to create the impression of paper cut technique, commonly used in school art projects. The paper cut style Thus this event is about creative expression in medium of robotics.

Logo
Color One Color White on Black

Primary Logo - full color

Primary Logo - minimum size
X

Primary Emblem - clear space
X

Symbol

20mm

Lettermark

X

Usage on Colored Background

Clear space area

For color background of warm and light colors.

Alternative for red. Use reverse white.

Data Sheet Color Usage

90C 11M

Pantone 2995 C

164G 228B

18M 100Y

Pantone 7406 C

255R 207G 1B

100M 99Y

Pantone 1797 C

219 R 27 B

CMYK

Spot Color

RGB

CMYK

Spot Color

RGB

CMYK

Spot Color

RGB

Gill sans Std Light

Gill sans Std Regular

Gill sans Std Bold

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRST UVWXYZ 1234567890
For certain sub-header.

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRS TUVWXYZ 1234567890
For text copy.

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRST UVWXYZ 1234567890
For headliners.

CREATIVE STRATEGY: ILLUSTRATION STYLE AND ELEMENTS
A unique illustration style wass chosen to represent the identity of WRT. The logo itself was inspired by simple shapes resembling paper cut, hence, the illustration follows this typical style. Bright colors are The theme this year is carnival theme park. Therefore these basic

Marquee & Roboland signage to signify the robots homeplace which is Roboland.

Secondary robot character.

The two main robot characters for this event. A walking bluegreen robot and a purple-headed wheelie. Used usually as focus among the rest of the robots.

Secondary robot characters. Two wheelies resembling ladybirds. any layout.

Marquee with opened curtain, and a Downtown East signage to signify the robots’ arrival at this year’s venue for WRT.

to enhance the carnival feel.

applications, these silhouette of gears and dotted lines are used as patterns to signify technology and movements.

These dots representing carnival lights (bulbs often found running along a carnival themed signage) are used as frames for signages.

Color Palette

Guidelines
These are some simple and basic rules to be followed when using the illustration for any artwork application.

1. Never distort illustration.

2. Never change the colors of the illustration.

3. Never add unnecessary glow, outline or shadow

4. Never enlarge illustration until it appears pixelated.

5. Never have white squares around each layer of illustration.

APPLICATION : ELECTRONIC DIRECT MAILER
The brief to create an EDM stated that the design must have a teaser look, as if something exciting is to be anticipated by the receiver this coming month of November. It must own the precise style and identity as discussed in previous pages.

APPLICATION : POSTER
Poster to be placed at schools and other venue outlets to publicise the event. It features the three main highlights of the event and the attraction which is the prizes. Also, contact details and website.

APPLICATION : THE WORLD ROBO TOURNAMENT EVENT
The venue for the event was at a 38 by 44 metres air conditioned hall of D’ Marquee at Downtown East. A crowd of 500 to 600 people were expected to attend the WRT on the 24th November. This one-day event operated from 10 am to 5 pm. The on-site event operations was run by a group of student volunteers recruited by our client through their website and schools. With a sponsored production budget of S$15,000, we were given the task to transform the dull hall into a carnival themed competition playground. The major highlight was the RoboGladiators competition in which the grand champion would walk away with the prize money of a thousand dollars. The other highly anticipated programme that was on-going throughout the run of the event was the Project Arcadia. These booths of mini games were showcase of students’ creativity in adapting technology to gameplay, robotics to function and fun. Participants comprises of students from primary and secondary schools island-wide. requirements and restrictions on the event’s setup and collaterals.

Site Recce Photos

Floorplan from client

Final Layout
Floorplan
D’ Marquee Downtown East Event date 24 November 2009 Setup 23 Nov 2009 Drawn to scale
Stage

Media Corner 3x3m
Red 181

Exit
Dark Blue 150

Message Boards

Exit Cheers Booth 3x5m

RA Booth 3x3m

Yellow 200

AsiaSoft Booth 3x5m
Dark Blue 150

RG Holding Area 15x6m

Photo Booth 3x3m Exit Redemption Booth

Graphite Grey 163

Exit

15m

Munchies! 10m Canberra Ponggame JYPS ROarDition JYPS GetBoxed JYPS Archery PRORACER JPYS Shooting Game XHPS Basketball entrance Registration & Tickets Banner RoboGladiators 5x5m each
Mustard 213 Brown Solid 212

ZHSS Fish A Fish ZCGS Horse Racing EGPS Basketball EGPS Golf EGPSYOG EGPS Sudden Attack

SCGS Table Game ZHSS BOOMZ AMK Shooting Game

3-D Visual

Stage Design
To fully maximise the big stage area we decided to have a main backdrop and the sponsor logos in panels, spreading across the stage. Having the main backdrop with die cut shapes to break away from the boring rectangular backdrop, and in addition, cut out of the two main robots to give a sense of depth. For the logo panels, a and gears, so as not to distract the placement of the logos. Illustration of the robot parts in paper cut style is used on the stage platform to add to the fun and carnival feel but keeping it to two colors as not to over crowd the stage with too many colors. The event tagline “Robolution Comes Alive” illustrated on a light box cut out is placed in front, at the edge of the platform to create a sense of depth.

Placement
Top view:
Logo Panels
STAGE

BACKDROP Logo Panels

stgbot

Stage Platform

Robolution

Robo Academy Backdrop
A 3 x 2.4 m backdrop placed at the Robo Academy booth at WRT 2009 event.

Media Corner
The media corner is a space provided for the press people to do interview. A backdrop was required to dress up the space.

Photo Booth
The photo booth was a free play area for us as the client do not people to take pictures for fun. So, inspired by the huge raw illustration sketch printed on the panels. shown on the right. We decided to blow up some of our sketches for the photo booth backdrop. The idea was to show the birth of WRT brand and to show people that we the designers are serious and passionate about what we are doing.

In addition to the backdrop, these two standees were placed at the booth to let people know that this is a photo booth.

3-D Visual

Event Programme Signage
An adaptation of the same look and design elements. The “calefare” characters were used instead of the two main robots that has been used in most of the designs.

Event Map Signage

Executive Summary
Sheng Siong Supermarket is being run very much like a family-run scenario. Somehow rather, it lacks corporate image and branding is equally weak. As a matter of fact, branding should come before marketing. Therefore, it is important to beef up its branding prior to public listing. Thus, we have decided to rebrand Sheng Siong’s corporate image to achieve a higher visual outlook, which might give them the opportunity to raise their branding and reliability level. The corporate logo will be designed also to appeal and attract new consumers. The new visual identity could then be used in various ways such as a new corporate logo, advertising media and might even be used for Sheng Siong’s house brand packaging. The modernization of their branding aims to increase overall sales revenue.

Brand / Logo Specifications
The new logo and brand identity will be designed so that the visual identity will stand out and hence achieving a visual outlook. Through modernization makeover, the rebranding will make a positive impact to Sheng Siongs’ existing customers but it will also appeal to the younger crowds. As the above mention, the new rebrand will give Sheng Siong the opportunity to raise their branding and reliability level. Sheng Siong’s new logo will convey a message to existing and new consumers that their main focus is base on their customers’ needs and services. This way, they will be able to constantly grow and improve. Upon that, the rebrand might also attract investors and create even more opportunities for Sheng Siong’s expansion. A related company will be NTUC to provide a inspiration for the look at feel of the logo as NTUC had recently done their rebranding, thus leading to greater sales revenue. Cold Storage, Carrefour and Giant could also be taken into consideration. We foresee that the new logo should only be in two colors as it’s expensive to produce that of more. The visual identity of the logo would allow recognition from a distance or from object such as vans, boxes, product packaging’s.

Strategy Implementation
Base on the information’s collected, we have gathered that the main issue Sheng Siong faces is their weak brand image thus leading to a decrease in reliability by general consumers. Therefore, we have decided to rebrand Sheng Siong’s corporate image to achieve a higher visual outlook, which might give them the opportunity to raise their branding and reliability level. The corporate logo will be designed also to appeal to the taste of the younger generation as it is stated in the SWOT analysis under opportunity that younger people are choosing to shop at supermarkets instead of wet markets. According to our survey results, younger generation people also prefer to shop at NTUC and Cold storage instead of Sheng Siong. The new visual identity could then be used in various ways such as a new corporate logo, advertising media and might even be used for Sheng Siong’s house brand packaging. In order for Sheng Siong to keep up with their competitors, loyalty card scheme will also be introduced. Loyalty card schemes are structured marketing efforts that reward, and therefore encourage, loyal buying behavior — behavior that is potentially of benefit to the company. For instant, consumers who patronize Sheng Siong could benefit from a point storing loyalty system that is able to use the accumulated points to redeem other products. This will allow customers to keep coming back to patronize the supermarket. As Sheng Siong does not give incentives to their customers, the loyalty program could attract more customers to Sheng Siong, which will then lead to a higher annual turnover. In spite of the current online shopping trend, Sheng Siong aims to break away from this trend by offering free delivery to door step with a minimum purchase of 300 dollars. The cost of doing door to door delivery is lesser than processing online orders then delivery the goods to consumers. Moreover, consumers get to examine the quality of fresh foods and goods on the spot. According to our SWOT analysis, we recommend that Sheng Siong should promote the use of recycling shopping bags instead of plastic bags. This way, they are able to conform to the government’s idea of going green. Therefore, we will be designing environmental bags with Sheng Siong’s new visual logo implemented onto the bag. This will also act as a way of advertising for the company.

Logo Design
Signature Elements The Sheng Siong signature is the most fundamental part of our brand, and it represents our entire company, externally and internally. From product packaging, value for money products, customer service and exellence service, it functions as a personal sign-off on the ideas we’re presenting and sharing. The signature consists of two elements that work together as a whole.
Sheng Siong Signature

Neumonic Symbol

Logo Type

Neumonic Symbol The nuemonic symbol shows a shape of a S in negative space. The shapes that form the ‘S’ are environment recycling shaped arrows as we strongly believe in the idea of recycling and re-using to conserve the green environment. Logo Type Our logo type using Futura Medium. With no gratuitous ornamentation, this typeface is strong yet friendly, self-assured yet down-to-earth; qualities we’re happy to associate with our brand. In this unique logo type, the baseline and the cap line are cropped to suggest that we are helping customers to trim off their uneccessary expenses and compromising them with the best value for money products.

Primary Signature The Primary Signature is the preferred version of Brand Sheng Siong. The Primary Signature is the full colour nuemonic shape with the logotype and brandline, used in the horizontal lock-up.

Primary Signature without Logo Type The Primary Signature can also be solely used without the logotype.

Logo Design
Secondary Signature When the horizontal lock-up is not practical for your graphic requirements, a secondary signature can be used. The Secondary Signature is the Neumonic shape with the logotype used in a vertical lock-up, as shown below.

Secondary Signature Type B The Secondary Signature is also used throughtout the stationery sets as the core signature. The logotype have to be smaller than the neumonic shape so as to achieve balance in the stationery sets.

5x x 3x

Minimum Clear Space Always maintain the minimum clear space ration around the Brand Sheng Siong signature to preserve its integrity. To maintain visual clarity and to provide maximum impact, the signature must never appear to be linked to or crowded by copy, photographs or graphic elements.
0.25x 0.25x 0.25x x x x x

x x

x

Signature Sizes To protect the integrity, legibility and impact of the Brand Sheng Siong Signature, it must never be reproduced in sizes smaller than those shown on this page. For print applications of the Primary Signature, do not use the nuemonic shape smaller than 15mm in width. For usage of the signature without brandline, the width of the nuemonic shape can be reduced to 15mm. Also, do not use the logo type smaller than 35mm or any further reduction would impair its legibility. Minimum Primary Signature Size Minimum Secondary Signature Size
15mm

35mm 15mm 35mm

Pantone Colors

Sheng Siong Logo
Spot Color Pantone 363C Process Color 62% Cyan 5% Magenta 100% Yellow 26% Black RGB Value R: 83 G: 143 B: 52
O NT PA 3C 36 NE

Sheng Siong Type Logo
Pantone 2757C Process Color 88% Cyan 72% Magenta 0% Yellow
E ON NT PA 57C 27

R: 0 G: 38 B: 100

Inner Glo w Mode: Darken Opacity 30% Blur 3pt C: 75 M: 42 Y: 100 K: 39
50% 50% 62% -90° 0% 100%

Linear

C: 54 M: 11 Y: 100 K: 11

Location 56.44%

C: 69 M: 0 Y: 99 K: 38

C: 88 M: 7 2 Y: 0 K: 38

C: 59 M: 2 Y: 0 K: 13

Outer Glo w Mode: Normal Opacity 40% Blur 2.27pt C: 0 M: 0 Y : 0 K: 60
64% 65% 90° 0% 100% 0% 100%

Radial

C: 21 M: 0 Y: 30 K: 1

C: 69 M: 0 Y: 99 K: 3

C: 88 M: 7 2 Y: 0 K: 38

C: 59 M: 2 1 Y: 0 K: 13

Primary Color Palettes When creating the Brand Sheng Siong Signature, use the colours specified in the Primary Color Palette page. The primary usage of the signature should be of the full-colour on a white background. The other alternative nuemonic shape and logo type shown on this page can be used if the full-colour shape cannot be created, or does not provide sufficient contrast against the background. The secondary alternative single-colour signature with the black nuemonic shape can be used if the other versions cannot be created, or does not provide sufficient contrast against the background and if only one colour of ink, paint, stitching or engraving is possible.
Green Spot Color Pantone 363C Process Color 62% Cyan 5% Magenta 100% Yellow 26% Blac k RGB Value R: 83 G: 143 B: 5 2 Blue Spot Color Pantone 2757C Process Color 88% Cyan 72% Magenta 0% Yellow 38% Blac k RGB Value R: 0 G: 38 B: 100 Black Spot Color Black Process Color 0% Cyan 0% Magenta 0% Yellow 100% Blac k RGB Value R: 0 G: 0 B: 0 White Spot Color White Process Color 0% Cyan 0% Magenta 0% Yellow 0% Blac k RGB Value R: 255 G: 255 B: 255

Original logo with full gradient

Original logo with full gradient

100% White 100% Solid Logo Type Blue

100% Solid Nuemonic Green 100% White 100% Black

100% Black

Primary Background Colors The Primary background colours of Brand Sheng Siong are: Dark Green, Blue, White and Black. For applications such as banners and lamp post buntings, White, Dark Green and Blue should be used. The different versions of nuemonic shape should be used against the different background colours shown here. The colours of the logotype should be used with the respective colour versions of the nuemonic shape as indicated on this page, depending on the design content.
Dark Green Spot Color Pantone 349C Process Color 90% Cyan 30% Magenta 95% Yellow 30% Blac k RGB Value R: 0 G: 104 B: 5 6 Blue Spot Color Pantone 2757C Process Color 88% Cyan 72% Magenta 0% Yellow 38% Blac k RGB Value R: 0 G: 38 B: 100

Optimal Signature Colour on Various Coloured Backgrounds For pale background colours, it is recommended to use the full-colour signature. The single-colour logo type with the neumonic shape is also acceptable. However, please use the single-colour signature when the background harmonises with the full-colour or two-colour signature.

Pantone 2603C

Pantone 320C

Pantone Yellow 012C

Pantone Red 032C

Fonts The primary typeface is Futura, a simple and contemporary type style that complements the nuemonic shape of Sheng Siong. The secondary typeface is Arial used for websites to ensure readability in any server. These typefaces must be used across all Brand Sheng Shiong applications. Primary Typeface Secondary Typeface

Futura Standard Book
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890@#$%^&*!?/:;.”{ }[ ]( )

Arial Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890@#$%^&*!?/:;.”{ }[ ]( )

Arial Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890@#$%^&*!?/:;.”{ }[ ]( )

Futura Standard Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890@#$%^&*!?/:;.”{ }[ ]( )

Stationery Sets
Standard Letterhead Address block text: Futura Std Medium 7pt Tracking +75 Black 80% Size: 210 x 297mm
Top Margin 2”
Month XX, XXXX Ms. Jane A. Doe Organization Street Address City Name, State 00000-0000 Dear Ms. Doe: Lorem ipsum ud et luptat, quate enibh ea facing ex et num deliquat. Ed dolorpe rcidunt volorerit, quis eugue do commolobor summy nullaore do exerat, voloborem er ad endion henis nis nis autpatie conse eu faciliquatum venibh et am nonsent pratem dunt lumsandre magna at aut lore conulput dolor amconsed te tisl dolor aut vel in exerostrud er autem alit wis alit, volorem iustinis diam, veniam, veriliq uipsum ver illaor iriure molorpe rciliquat. Duis eriurem velisi bla feu faccumsan utatet la feu faccum er at. quate enibh ea facing ex et num deliquat. Ed dolorpe rcidunt volorerit, quis eugue do commolobor summy nullaore do exerat, voloborem er ad endion henis nis nis autpatie conse eu faciliquatum venibh et am nonsent pratem dunt lumsandre magna at aut lore conulput dolor amconsed te tisl dolor aut vel in exerostrud er autem alit wis alit, volorem iustinis diam, veniam, veriliq uipsum ver illaor iriure Lorem ipsum ud et luptat, quate enibh ea facing ex et num deliquat. Ed dolorpe rcidunt volorerit, quis eugue do commolobor summy nullaore do exerat, voloborem er ad endion henis nis nis autpatie conse eu faciliquatum venibh et am nonsent pratem dunt lumsandre. Magna at aut lore conulput dolor amconsed te tisl dolor aut vel in exerostrud er autem alit wis alit, volorem iustinis diam, veniam, veriliq uipsum ver illaor iriure molorpe rciliquat. Duis eriurem velisi bla feu faccumsan utatet la feu faccum er at. quate enibh ea facing ex et num deliquat. Ed dolorpe rcidunt volorerit, quis eugue do commolobor summy nullaore do exerat, voloborem er ad endion henis nis nis autpatie conse eu faciliquatum venibh et am nonsent pratem dunt lumsandre magna at aut lore conulput dolor amconsed te tisl dolor aut vel in exerostrud er autem alit wis alit, volorem iustinis diam, veniam, veriliq uipsum ver illaor iriure. Magna at aut lore conulput dolor amconsed te tisl dolor aut vel in exerostrud er autem alit wis alit, volorem iustinis diam, veniam, veriliq uipsum ver illaor iriure molorpe rciliquat. Sincerely, John L. Doe

Left Margin 1.25”

Sheng Siong Supermarket Pte Ltd, 3000 Marsiling Road, Singapore 739108

Not actual size

Standard Envelope Address block text: Futura Std Medium 7pt Tracking +75 Black 80% Size: 220 x 110mm

Left Margin 0.393”

Top Margin 0.708”

Ms. Jane A. Doe Organization Street Address City Name, State 00000-0000

Not actual size

Sheng Siong Supermarket Pte Ltd, 3000 Marsiling Road, Singapore 739108

Back

Standard Business Card Address block text: Futura Std Medium 6/8 pt, tracked +75 Name: Futura Std Medium 8pt, tracked +75 Designation: Futura Std Medium 7pt, tracked +75 Contact block text: Futura Std Medium 6/8 pt, tracked +75 Black 80% Size: 90 x 55mm
Sheng Siong Supermarket Pte Ltd 3000 Marsiling Road Singapore 739108

Rachel Teh

Human Resource
+65 9876 5678 hr@shengsiong.com.sg

Actual Size

Eco-Friendly Bags Size: 19.7” x 21.8”
19.7”

7.8”

14”

Not actual Size

Delivery Van Website Link Text: Futura Std Book, 15pt

Not actual Size

Logo Applications
Corporate Website Header Text: Arial Bold 14pt Link Text: Arial Bold 12pt Body Text: Arial 10pt Size: 1024 x 768px

Not actual Size

03

Packaging

If You Care, Share.
Packaging and Brochure deisgn. Commissioned work for the charity IFUCARESHARE.

Breakfast Aid
Assignment for Graphic Design. Sometime we don’t have enough time for a breakfast. Thus, this kit is created to act as a disposable breakfast pack for people who always have a rushy morning.

Rat Training 101 Kit
Assignment for my Packaging Class. I wanted to create a product for one of the most misunderstood animals when it comes to personality and intellect, so I thought, why not a training kit! Everything was handmade except the clicker. Even the stitching for the leash with the velcro, shape, ect. Illustrations done by hand.

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