(Just in case you were still wondering, we’re really an independent design and advertising agency based in Singapore. Not a bakery.)
Organised by the DesignSingapore Council, Singapore Design Week 2024 was a culmination of its year-long campaign spotlighting the “People of Design” – the everyday visionaries among us making meaningful contributions to society through design.
United By Design
People of Design celebrated designers and everyday individuals, including festivalgoers with their curious minds and creative attitudes. With that guiding principle, we sought to create a festival identity that reflected our diversity and individuality, clearly showing how design can indeed bring people from all walks of life together.
Whether on the ground or up the walls, animated or printed, through an assemblage of illustrated silhouettes, our campaign identity literally brought together a colourful community of people (and even some furry friends), all in celebration of design.
People, Illustrated
To really drum up the hype and excitement in the city, our illustrated individuals were rendered as print collaterals offline, from standees to bus decals, banners and even “lurkers” stationed at points of interest to help festivalgoers find their way.
Festival Avatars
Online, we also created a dedicated website for the festival, which included a “Create Your Own Avatar” segment. As part of our aim to rally the public, folks could channel their creativity and personalise their digital alter ego to be used as profile pictures on social media.
Getting Social
On the social media end, we planned, conceptualised and crafted content to help spread the word about the festival. Staying true to the theme, the social media posts were not only designed to retain the same visual cues, but also angled to be people-led.
Design Districts
While Singapore Design Week 2024 featured over 70 events across the island, the three key Design Districts of Bras Basah.Bugis, Marina and Orchard were the highlight of the festival. We therefore created a distinctive sub-identity for each district to help people better navigate and locate events both in-person and on social media.
“Singapore Design Week Celebrates Everyday Champions Of Design”
The Straits Times
