1. Campaigning for Singapore Polytechnic's
First Virtual Open House 2021

Adjusting to the new normal was a struggle as many felt disconnected during COVID19. In this case, Singapore Polytechnic faced challenges when it came to their annual Open House.
SPOH21 is a campaign that ran from Oct 2020 to Jan 2021, done by me, Erica Lee and Chew Man Ting from SP DVMD during our Final Year Internship under APT811 Design & Innovation Agency.

The desired outcome for this campaign was to drive graduating secondary school students to choose SP as their first choice school to kickstart their polytechnic education.

We did a survey across 120 students and found out that SP students hold their polytechnic memories close to their heart and that they managed to excel because of the support given from SP, which helped them achieve various first milestones in polytechnic.

Hence, the campaign’s keyword is “FIRST” and we angled this campaign from the perspective of the SP students where we take their SP-unique first experiences and sell them as USPs of the school. ‍
Stories of the current and alumni SP students can help bridge the connection between prospective students and the school.

Graphics for this campaign are pins where common/relatable SP students' first experiences were illustrated by us. Bold colours and typography were used as well to be loud and vibrant, increasing engagement with our younger target audience.

Physical banners that were displayed on campus and the microsite where the virtual event was held.

A QR Code was specially designed for this campaign and scanning it would lead to the microsite, encouraging users to sign up for events and win freebies.

This campaign was very social media centric as we designed social media posts and Instagram filters to to increase interaction with the students.

2. A New Way of lyf

Some social media work done for @live.lyf.here – a hospitality concept of coliving apartments.
I was in charge of lyf's account during my time at Section. My goal for lyf was to create captivating and engaging content that resonated with the target audience, while effectively promoting the brand – authenticity, bold and fun.

I brainstormed and developed a range of creative concepts in order to convey a sense of excitement, adventure, and joy, all while staying true to the company's values and unique selling points. I had to keep a lookout for any social media trends (e.g Wordle) or trending audios, ensuring that the content was fresh as well as visually engaging.

The posts usually ranged from tactical to engagement focused, and based off analytical insights from each month's social media performance, I made sure that each post was crafted in alignment with it's specific purpose. Most importantly, also making sure the social media feed was cohesive and aesthetically pleasing!

3. UNIQLO Home & Lounge

Focusing on the importance of relaxation for better mental wellness through Uniqlo's Home & Lounge products.
This was to show that Homage is able to do anything in order to provide the best professional care for the elder, and be their friend in need.

‍For our service design, we proposed a new feature in the Homage app where a collaboration with Therapy Dogs Singapore is launched.

Caregivers who wish to book Homage, are able to add on Therapy Dogs to the service as studies have shown that therapy dogs can aid in different forms of issues.

Lastly, we created an unconventional advertising through a set up of en escape room where people can participate. Inside there will be different puzzles to solve in order to escape the room but we made the puzzles almost impossible to solve by yourself. One would need another person to be there and work together to get out.

Hence, a helpline would be present for them and the helpline will enter the room and help the player escape. This was to show that it's okay to ask for help, which emphasizes on our main message, You Are Not Alone.
During my time at Section, I had the opportunity to work on Uniqlo Singapore's campaign for their Home and Lounge products. The objective was to promote the lineup of products but we decided to take a more soft approach by angling the campaign to focus on the importance of wellness.

By doing so, we emphasised more on the kind of values Uniqlo is able to provide to their consumers instead of just focusing on the products' functionality or features. This approach enabled us to reach out to a wider range of audience, especially through the 3 different KOLs we decided to partner up with – Amanda Olivia, Kelly Latimer and Jason Lee.

Partnering with the KOLs, we ventured into their personal space and created a series of 3 videos in explaining what relaxing and self-care looked like to them, titled 'Get in Bed with Us'. We focused on their hobbies and lifestyles, while also weaving in the messaging of treating yourself right by taking time off to unwind and how Uniqlo's Home and Lounge product line supports that.

Also with the 3 videos, we decided to cut them down for social repurposing, as a form of sustenance content during the campaign; giving the audience tips and tricks on how they can take care of themselves as well.

4. Bringing Uniqlo to a Local Heartland with
The Uniqlo Neighbourhood Store

In celebration of Uniqlo SG's first heartland outlet, we welcomed shoppers to Uniqlo's Neighbourhood Store.
For this campaign, I worked closely with a team of creatives from Section to bring this to life, deliverables ranging from a hero video, OOH advertising as well as social media. I contributed in terms of social media rollout and art directing of the photoshoot for the tableware set.

The objective of this was to raise hype around Uniqlo's new outlet at 51@AMK, marking it as their first outlet in a heartland. Hence, we wanted to go along the lines of localisation and the warmth of a tightly knitted community, as if Uniqlo was a new neighbour moving into AMK.

Inspired by the feeling of nostalgia and Singapore's local culture, we incorporated visual cues like the checkered patterns which was inspired by the checkered tiled tables at HDBs, as well as ensuring we stuck closely to Uniqlo's branding of Red and Blue.
This was to show that Homage is able to do anything in order to provide the best professional care for the elder, and be their friend in need.

‍For our service design, we proposed a new feature in the Homage app where a collaboration with Therapy Dogs Singapore is launched.

Caregivers who wish to book Homage, are able to add on Therapy Dogs to the service as studies have shown that therapy dogs can aid in different forms of issues.

Lastly, we created an unconventional advertising through a set up of en escape room where people can participate. Inside there will be different puzzles to solve in order to escape the room but we made the puzzles almost impossible to solve by yourself. One would need another person to be there and work together to get out.

Hence, a helpline would be present for them and the helpline will enter the room and help the player escape. This was to show that it's okay to ask for help, which emphasizes on our main message, You Are Not Alone.

5. Livin' It Up with Livspace

Handling of @livspacesg Always-On Content across different social media platforms.
Livspace provides valuable renovation tips and information, foster meaningful interactions, and stay on top of current trends. By incorporating eye-catching visuals, informative content, and active engagement strategies, I ensured that Livspace's social media presence aimed to position the company as a go-to resource for renovation expertise and services.
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During my time at Section, I created engaging social media posts for Livspace from July 2021 to August 2021, I also had the opportunity to work on supers for LivHomes – Livspace's series of home tours as well as adhoc tasks like Instagram GIF-stickers.

The objective was to leverage social media platforms to connect with the target audience – homeowners, first-time homeowners or couples who are about to get their BTO flats, etc.

Additionally, I worked on producing and executing content for Livspace's TikTok as well, with a few videos going viral – for example this video gaining almost half a million views!

6. ARC

A step into Asia's most curated members-only community – @arcthecommunity
ARC connects a network of impactful and influential people to contribute ideas, resources and networks as a frontier of pushing the Web3 space in Asia.
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I had the opportunity to create social media posts, merchandise as well as design EDMs that were to be sent out to existing members of the community.

Through these works, I got to learn more about the Web3 space, as well as understanding the intricate process of creating NFTs; from designing of the clothing to the background artworks.

4. Making Choices You'll
Love Living with Livspace

xxxxx co-living, lyf values
xxx
This was to show that Homage is able to do anything in order to provide the best professional care for the elder, and be their friend in need.

‍For our service design, we proposed a new feature in the Homage app where a collaboration with Therapy Dogs Singapore is launched.

Caregivers who wish to book Homage, are able to add on Therapy Dogs to the service as studies have shown that therapy dogs can aid in different forms of issues.

Lastly, we created an unconventional advertising through a set up of en escape room where people can participate. Inside there will be different puzzles to solve in order to escape the room but we made the puzzles almost impossible to solve by yourself. One would need another person to be there and work together to get out.

Hence, a helpline would be present for them and the helpline will enter the room and help the player escape. This was to show that it's okay to ask for help, which emphasizes on our main message, You Are Not Alone.

7. Destigmatizing eldercare with ‘Homage’

Diving deeper on what it means to be a filial child, You Art Not Alone was created to lift weight off the shoulders of our Unequipped Caregivers and tell them that it's okay to ask for help. Eldercare is not a one man job.
You Are Not Alone was a campaign done by me, Natalie Chia, Tasha Sun, Chew Man Ting, Dion Phang, Elijah Ho, Kristen Mah and Farihath Samsul, in hopes of raising awareness about Homage.

Homage is a Singapore-based social-enterprise startup in 2016. It is an on-demand caregiving service for the elderly. It is a web and mobile based platform using smart technology to match curated and trained caregivers with care recipients and their families.

We wanted to tackle the lack of awareness as from our research, there is a negative filter that a child is seen as unfilial if they don't take care of their parent personally, even if they have a lot of responsibilities on their plate or if they're not equipped with proper knowledge to do so.

Hence, through our campaign, we want to target Unequipped Caregivers and let them know that eldercare is simply not a one man job. Homage is there for them to help fill in the gaps of professional eldercare.

We presented this campaign with four phases and various collaterals. Print ads were done in a series of three with a brand film.
This was to show that Homage is able to do anything in order to provide the best professional care for the elder, and be their friend in need.

‍For our service design, we proposed a new feature in the Homage app where a collaboration with Therapy Dogs Singapore is launched.

Caregivers who wish to book Homage, are able to add on Therapy Dogs to the service as studies have shown that therapy dogs can aid in different forms of issues.

Lastly, we created an unconventional advertising through a set up of en escape room where people can participate. Inside there will be different puzzles to solve in order to escape the room but we made the puzzles almost impossible to solve by yourself. One would need another person to be there and work together to get out.

Hence, a helpline would be present for them and the helpline will enter the room and help the player escape. This was to show that it's okay to ask for help, which emphasizes on our main message, You Are Not Alone.

8. Bengawan Solo: Here Then, Here Now

Passing on the warmth of Bengawan Solo’s goods from one generation to the next, “Here then, here now.” shares Bengawan Solo’s passion for lovingly and consistently prepared bakes.
This was a group project done under my school's module CS2058 Integrated Marketing Communications. We were tasked to do an integrated branded campaign for our chosen brand – Bengawan Solo.

Bengawan Solo has played a pivotal role for Singaporeans, starting from their childhood, especially since it is a household name.

With the modernisation of dessert culture in Singapore due to the rise of trendy cafes, how can we keep Bengawan Solo relevant without compromising on its brand values?

Therefore, based on our big idea that Bengawan Solo has always been and always will be a constant in people’s lives; we want our consumers to remember that Bengawan Solo will continue to be a source of comfort for them throughout their lives.

Hence, we strived to achieve this by creating a brand image centered around family and nostalgia, which have strong ties to the feeling of comfort.
Our campaign compromised of a series of activities, starting with a payphone activation where we invite people to share their fondest childhood memories, teasing the campaign's overarching theme. In exchange, they will receive an invite to our next activation, The Bengawan Solo Museum in collaboration with The Peranakan Museum. Various activities will take place and they were designed to target the 5 senses – touch, smell, sight, hear and taste.

We also proposed to work with media outlets in order to better our campaign's engagement – i.e hosting a day for the media to visit our activations, working with content creators like The Daily Ketchup.

Not forgetting to tap onto socials, we proposed a series of content pillars to run throughout our campaign, a mix of tactical and engaging content. Additionally, a call for user-generated content regarding people's experiences at our activations.

If interested, you may find our full pitch deck here!

9. Branding for ‘txh’

Branding my own personal identity.
My Chinese name is 欣慧 which is pronounced as Xin Hui! I used the 欣 (Xin) character for my logo & in the character, there are the initials of my full name which is Thian Xin Hui.
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Main reason why I chose to use 欣 because of it's positive meanings which are all related to happiness & the word 心, which means heart, is also pronounced as Xin. I wanted to show that for every work I produce, I put my heart & soul into it.

To enhance my branding, I created self promotional items that was supposed to be used for my school's annual creative market place event. My concept for the items was candy packaging, because my brand colours are very bright and bubbly.
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Usually, for children, going to the candy store is often seen like a reward or celebratory occasion because they’ve done something great, and candy is often associated with happiness as its a mood booster for everyone of all ages.
So, I want to show promote myself like candy which is a mood booster, that me and my designs are able to bring people joy and put a smile on their faces, impacting my audience whether its big or small.
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I also wanted to show that I can be sweet despite my fierce exterior, my personality is a surprise on the inside and people just have to get to know me. Also, hiring me is a joyous occasion as I’m able to add value to the team to create milestones that are worth celebrating.
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​Hence, I decided to create a chocolate packaging where the other side is my resume. It's to show that I'm specialised in branding as I put my own twist on chocolate packaging, along with real chocolate wrapped inside it for a small treat.

10. Digital Imaging

I created a poster to practice some digital imaging in Photoshop.
This poster was created for a hypothetical Spring campaign for Nike's Air Jordans.
I am personally a big fan of sneakers so I thought it would be cool to create a poster for Nike's Spring 2021 Air Jordan release to practice my digital imaging.

Since it's a spring release, I wanted to relate the graphics back to spring. Hence, the usage of butterflies and the clear sky, pairing with the copy 'Smell The Fresh Air' which is also a play on the product's name, Air Jordan.

I kept the colours consistent as well which was blue, to give off a calm and serene feeling to match what spring felt to me.

4. Designing a website for ‘Cynosure’

Creating a minimalistic style website for Cynosure to match their luxurious and sleek brand, creating a cohesive brand experience for the interior design company.
Cynosure is an accredited design firm that specializes in creating extraordinary interiors architectural and they believe that good design is timeless, personal, and enriching.

The branding was done by APT811 Design & Innovation Agency earlier so the logo and the art direction for the branding was already established. I was mainly in charge of designing the website during my Internship.

The website’s art direction is quite minimal and sleek as the brand itself is quite clean. There was a lot of emphasis on white space in the website to match with the brand's focus of using space in their designs.
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In terms of user experience design, the website was kept to minimal buttons and text which relied on more of the visuals of the projects that were displayed. This was to create a seamless and straightforward experience for the user.

Visit the website to view it live.

5. Rebranding ‘Tang Kay Kee’

Hawker Culture in Singapore is an integral part of Singaporean way of life that has been around for ages. Through this rebranding, we aimed to identify the best way of creating a cohesive and innovative brand experience.
This rebrand was a project done by me and Chew Man Ting from SP DVMD.

Tang Kay Kee, a zi char stall which marries the best of both traditional zi char and modern zi char lunch bowls into one stall. They have been “wok-ing” since 1946 as a humble cart along Upper Hokkien Street before moving to Hong Lim Food Center. ​
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Zi Char is one of the most traditional forms of Chinese food in Singapore. It reminds many of home cooked food that is lovingly made and shared around the table with others.

The main symbol of the logo is the Wok in the Chinese character of “Tang”. Since all Zi Char dishes are cooked in a large wok.

Hence, portions of the character are made to look like the Wok is on top of a flame to represent the act of cooking Zi Char on a wok, which is typically a lively action.
Our main wordmark for the Chinese characters is in a handwritten-like font, symbolsing the culture of Tang Kay Kee - homemade food, warm family-like environment.
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We also proposed a vending machine for Tang Kay Kee. As our target audience is office workers that don’t have enough time to eat, our vending machines was created to give them a hearty and homemade meal that they can eat by themselves in a short span of time.
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We wish to bring Tang Kay Kee to these office workers and expand Tang Kay Kee, wanting to share the joy that Tang Kay Kee offers; comfort and fulfilling for one’s heart.

8. Visualising the story of ‘Singapore Sling’

Singapore's iconic cocktail origin story in a illustrative form.
The story behind this iconic cocktail was that it was made by a Hainanese bartender, Ngiam Tong Boon, at Long Bar of Raffles Hotel back in 1915.

He made the drink for a young commander who wanted to woo the heart of this beautiful lady he saw in the bar.

Hence, the cocktail was born & with it's alluring redish pink colour, just like the crimson lipstick the lady wore.

Also, with every love story, comes with a happy ending of course, with the couple getting married in the end.

The illustration is the main point of the infographic as it's the couple riding the tunnel of love, having going through the stages of love & coming out together of the ride as a married couple.
As the waterfall goes down, the drink falls into a cup that holds the cocktail, along with the usual cherry & pineapple topping on the drink. ​​​​​​​
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Lastly, I used romantic symbols like the tunnel of love, swans & waterfalls.

The tunnel of love - Where couples take for an excuse to have physical contact with each other due to the darkness of the tunnel.

Swans - They're often used as romantic symbols because swans are actually known to mate for life, somewhat like having a soulmate.

Waterfall - This was inspired by the Niagara Falls, a honeymoon tourist spot where many couples go to.

9. SP Scholarship Posters 2021

A simple poster project for SP's annual scholars.
I was tasked to create 51 posters for Singapore Polytechnic's Annual Scholarship Awards 2021.

I had to photoshop the various scholars and make them look presentable to be placed onto the posters. Above are a few samples of the posters created.

I learned how to photoshop and touch up the students in terms of brightening their faces and patching their skin if required, as well as adjusting their photos with curves to enhance them.

9. Kinetic Typography

I tried to experiment with typography animations as a form of practice!
I wanted to play around with typography animation in After Effects so I tried out various animations! I wanted to resonate the text with the animation's movement as well.