Chapter: XinYao'19
Chapter: Xinyao’19 is a campaign that unveils part of Singapore’s story that many have not heardof. Xinyao (新谣) is a music genre written and composed by Singaporean youths in the late 70s. It began when many students started writing songs in Mandarin to express their thoughts and feelings. Xinyao music can be easily identified by its simple folk tunes accompanied by acoustic guitars in the background.
Xinyao was a significant part of Singapore’s story. It contributed many great values such as encouraging youths to follow their passion. However, it died down in 90s due to western influence.
Chapter: Xinyao’19 hopes to bring Xinyao back to its glory days and
along with all of its good values.
The overall art direction for the illustrations was an adaption from various
XinYao songs such as 细水长流 & 我们这一班 into simple elements creating an environment for the characters.
Brochure Design
Miscellaneous such as guitar pick, CD album, tickets, lyrics book and sticker
The lyrics book is for the visitors to follow through during the performances to get themselves educated on XinYao songs. Underlined lyrics, with a darker blue, are parts of the song that are easy to sing along to.
Packaging Design for all the collectibles
The collectibles are designed to encourage self-creation and self-learning on XinYao.
Chapter: XinYao'19 website allows visitors to learn more about the event and it also works as a e-commerce to buy merchandise such as vinyl records, CDs and stickers. The website links to the social media page as well.
