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. After much of brainstorming sessions, we then proceeded on to a
World Robo Tournament is targeted to the vibrant tech savvy few proposals for the WRT ‘09 logo and a glimpse of possible visual
community, comprising of majority the young and young at heart.
Demographics ranges from students to their families, parents,
educators, and robot enthusiasts. 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 This version serves as a teaser to the actual logo. The
robotic look, making it modern, simple yet creating a alphabets are brought to life as if they transformed into
fresh new look to an event logo. 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 Thus this event is about creative expression in medium of robotics.
form the initials WRT. This is to create the impression of paper cut
technique, commonly used in school art projects. The paper cut style

Logo
Color One Color White on Black

Primary Logo - full color Primary Logo - minimum size Primary Emblem - clear space
X
X

Symbol 20mm

X
Lettermark

Clear space area

Usage on Colored Background

For color background of warm and light colors. Alternative for red.
Use reverse white.

Data Sheet Color Usage

90C 164G 18M 255R 100M 219 R

11M 228B 100Y 207G 99Y 27 B
Pantone Pantone 1B Pantone
2995 C 7406 C 1797 C

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 abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRST ABCDEFGHIJKLMNOPQRS ABCDEFGHIJKLMNOPQRST
UVWXYZ TUVWXYZ UVWXYZ
1234567890 1234567890 1234567890
For certain sub-header. For text copy. For headliners.
CREATIVE STRATEGY:
ILLUSTRATION STYLE AND ELEMENTS
A unique illustration style wass chosen to represent the identity of The theme this year is carnival theme park. Therefore these basic
WRT. The logo itself was inspired by simple shapes resembling paper
cut, hence, the illustration follows this typical style. Bright colors are

Marquee & Roboland
signage to signify the
robots homeplace
which is Roboland.
Secondary robot The two main robot characters
character. for this event. A walking blue-
green robot and a purple-headed
wheelie. Used usually as focus
among the rest of the robots.
Secondary robot Marquee with opened
characters. Two wheelies curtain, and a Downtown
resembling ladybirds. East signage to signify the
robots’ arrival at this
any layout. year’s venue for WRT.

These dots representing carnival

to enhance the carnival feel. applications, these silhouette of gears lights (bulbs often found running
and dotted lines are used as patterns along a carnival themed signage) are
to signify technology and movements. 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 3. Never add unnecessary 4. Never enlarge illustration 5. Never have white squares
colors of the illustration. glow, outline or shadow until it appears pixelated. 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.
Site Recce Photos
Floorplan from client
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.
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
Message
Exit Boards Exit
RA Booth
3x3m Cheers Booth
Dark Blue 150 3x5m
Yellow 200

RG Holding Area
AsiaSoft Booth 15x6m
3x5m Photo Booth
Dark Blue 150 3x3m
Graphite Grey 163

15m
Exit Exit

Redemption
Munchies! Booth
10m RoboGladiators ZHSS Fish A Fish
5x5m each
Mustard 213
Canberra Ponggame Brown Solid 212
ZCGS Horse Racing

JYPS ROarDition EGPS Basketball

JYPS GetBoxed EGPS Golf

EGPSYOG
JYPS Archery
Banner
EGPS Sudden Attack
PRORACER SCGS Table Game
JPYS Shooting Game ZHSS BOOMZ
XHPS Basketball AMK Shooting Game
entrance

Registration
& Tickets

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
BACKDROP
Top view:
Logo Panels Logo Panels
STAGE

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 3-D Visual

standees were placed at the booth to let
people know that this is a photo booth.
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 rebrand-
ing, 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, photo-
graphs or graphic elements.

0.25x x

0.25x
x
0.25x

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 Sheng Siong Type Logo

Spot Color
Pantone 363C Pantone 2757C

Process Color Process Color

62% Cyan 5% Magenta 100% Yellow 88% Cyan 72% Magenta 0% Yellow
26% Black E
ON
NE NT
O PA 57C
NT 27
PA 3C
RGB Value 36
R: 83 G: 143 B: 52 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%

Linear
-90°
0% 100%
C: 54 Location C: 69 C: 88 C: 59
M: 11 56.44% M: 0 M: 7 2 M: 2
Y: 100 Y: 99 Y: 0 Y: 0
K: 11 K: 38 K: 38 K: 13

Outer Glo w
Mode: Normal
Opacity 40%
Blur 2.27pt
C: 0 M: 0 Y : 0 K: 60

64% 65%

Radial
90°
0% 100% 0% 100%
C: 21 C: 69 C: 88 C: 59
M: 0 M: 0 M: 7 2 M: 2 1
Y: 30 Y: 99 Y: 0 Y: 0
K: 1 K: 3 K: 38 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 engrav-
ing is possible.

Green Blue Black White

Spot Color Spot Color Spot Color Spot Color
Pantone 363C Pantone 2757C Black White

Process Color Process Color Process Color Process Color

62% Cyan 88% Cyan 0% Cyan 0% Cyan
5% Magenta 72% Magenta 0% Magenta 0% Magenta
100% Yellow 0% Yellow 0% Yellow 0% Yellow
26% Blac k 38% Blac k 100% Blac k 0% Blac k

RGB Value RGB Value RGB Value RGB Value

R: 83 R: 0 R: 0 R: 255
G: 143 G: 38 G: 0 G: 255
B: 5 2 B: 100 B: 0 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 Blue

Spot Color Spot Color
Pantone 349C Pantone 2757C

Process Color Process Color

90% Cyan 88% Cyan
30% Magenta 72% Magenta
95% Yellow 0% Yellow
30% Blac k 38% Blac k

RGB Value RGB Value

R: 0 R: 0
G: 104 G: 38
B: 5 6 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 Arial Regular

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

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

Futura Standard Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890@#$%^&*!?/:;.”{ }[ ]( )
Stationery Sets
Standard Letterhead Left Margin 1.25”

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

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

Not actual size

Standard Envelope Left Margin 0.393”

Address block text:

Futura Std Medium 7pt Top Margin
Tracking +75 0.708”

Black 80%

Size: 220 x 110mm

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 Rachel Teh
Black 80% Human Resource
+65 9876 5678
Sheng Siong Supermarket Pte Ltd hr@shengsiong.com.sg
3000 Marsiling Road
Size: 90 x 55mm Singapore 739108

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.