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Problem
In the fifth edition of its annual movement, #BuySingLit was looking for a refresh to bring Singapore literature to the masses. The task involved creating a new logo and brand identity, along with social media templates for the internal team to roll out weekly.
Solution
Unlike traditional branding projects where it begins from a blank sheet, the client in this instance had provided a single piece of illustration that they wished for the identity to be built upon. The visual language was essentially expanded from there to encompass colour application, image selection, type treatment and all other aspects of the brand voice.
Sing Lit: Read Our World
Brand identity
As the client had requested to keep the shape of the book from the original logo, the redesign began with simplification. The words that were previously wedged in the book were removed while the book outline was made a heavier weight so it could still hold its own in small sizes. The three strokes denoting inner pages of the book was also cut down to one. The brand name sits bottom aligned with the book to visually provide a stable base to the logo mark.
Several sets of social media templates were made to accompany the movements' launch. Each content pillar was designed to have an identifying theme that could be easily recognised on their profile feed. Illustrative elements were spread out across the different designs that in time could come to be known as a trademark for the movement.
Year: 2021 | Market: Singapore | Role: Creative
Athemaster
Brand identity
Ocard
Brand identity
Entto
Brand identity
Alley Guide
Logo
Heidrick & Struggles
Reports
Twitter
Infographics
Tealium
Reports
Trellix
Social media
Sing Lit
Brand identity
Guardian Tales
Social media
Infographics
Videos
Other works
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