The logo we designed for the Families for Life Celebrations and SG50 Picnics event hosted by Families for Life. The client's brief was to have a friendly and approachable logo that incorporates their existing organisational logo. Colours were to be red and white, both due to the corporate colours of the organisation, as well as the affiliation with Singapore's national colours.

The second banner we designed for the Families for Life Celebrations at Universal Studios Singapore (USS). The client wanted a representation of USS yet incorporating the various booths that will be set up during the event itself. Working around possible copyright issues, alternative suggestions of core attractions at USS were used, basing it off the core theme of the attractions instead of the brand:

- Pyramids and obelisks stand in for the Mummy attraction.

- Robots/Mecha stand in for the Transformers attraction.

- Twin red and blue rollercoasters stand in for the Battlestar Galactica attraction.

- Dinosaurs stand in for the Jurassic Park attraction.

- Googly-eyed monsters stand in for the Sesame Street attraction.

- European medieval-style castle stand in for the Shrek attraction.

The proposed massive outdoor banner for the SG50 Picnics event was designed to catch the attention of passer-bys through vibrant colours and an abstract yet childlike graphical illustration style which captures the spirit of families - the maturity of parents mixed with the childlike innocence of children. Based on the client's brief, the illustration had to incorporate the three major races in Singapore - Chinese, Malay and Indians, as well as age groups ranging from children to grandparents. The disabled are represented as well.

As the event coincides with Singapore's Golden Jubilee, the illustration has within it hidden symbolisms. The skyline of Singapore's Central Business District with the Marina Bay Sands hotel and Gardens by the Bay dome being the most prominent alludes to the economic prosperity and "garden city" status of Singapore. The various forms of kites - butterfly, bird and boomerang - symbolises the transformation of Singapore from a backwater fishing village to a globally competitive cosmopolitan city, aiming for ever greater heights in achievements but always remembering it's roots, returning home where it belongs. The joyous scene is supplemented by the rising sun, signalling the dawn of a new era for Singapore upon it's 50th anniversary.
 

The proposed design for street banners advertising the picnics. As the event at Marina Barrage was of a different time and date with the other three parks, we split them up to make things clearer. We experimented with having different visuals based on the location, however the decision to use the iconic Singapore skyline with the 50 formation flyby was made based on the fact that this is overall, an SG50 event, as well as keeping in line with the rest of the advertising campaign collaterals.

We designed the website for the SG50 Picnics event based on the Wordpress platform, which allowed for seamlessly responsive layouts to cater for the increasingly diverse ways of accessing the internet. The website's header banner moves from dawn to night across all four locations covered by the SG50 Picnic events, visually imparting this information to anyone who visits the site.

 

The website can be viewed at: www.sg50picnics.sg.

The flyer printed and distributed to drum up awareness of the event was designed to match the website so as to provide interested applicants with a seamless experience both online and offline.

Similar to the SG50 Picnics flyer, the flyer for the FFL Celebrations utilsied illustrations in the same vein as the website's - ensuring visual harmony across the two FFL events.

Namecard sized infocards were printed and distributed as "bite-sized reminders" to visitors and attendees of the events. The above card represents one of four different variants, touching upon working adults, youths, parents and couples.

This tote bag printed with the illustration was distributed to families during the event at all four parks as part of the funpack giveaway.

Our illustrations and logos were prominently displayed during the event at Marina Barrage, taking different forms such as this entrance arch. The whimsical illustrations provided a general atmosphere of fun and joy.

The primary food truck was also decked out in our illustrations, tying the event together and solidifying the branding for the SG50 picnics event.

A separate set of advertising/public awareness collaterals were designed for the Ministry of Social and Family Development. Intended to roll out in conjunction with the FFL Celebrations held at Universal Studios Singapore, these posters featured a combination of average families and well known personalities to impart tips that families can follow in order to stengthen bonds and improve family time.

 

Style-wise, these set of collaterals represent a paradigm shift from the illustrative branding done for the SG50 Picnics and FFL Celebrations events.