Unshaken Love

17 March 2011

Unshaken Love
Charity Campaign
10.5cm × 15cm, 5 variants
Artcard
March 2011
Aid Japan Through Design

"Unshaken Love" is a series of 5 postcards I created for the "Aid Japan Through Design" charity campaign.

About "Aid Japan Through Design"
"Aid Japan Through Design" is a charity postcard campaign initiated by my senior Joy Ang Tze Qi on 16th March 2011 to raise funds to help the victims of the Sendai Earthquake / Tsunami.

As of 31st March 2011, "Aid Japan Through Design" has receives 800 designs by 77 contributors from Singapore, Hong Kong and Japan. Donors get to purchase a random pack of 10 postcards. 100% of the proceeds are donated to Singapore Red Cross. All production cost are sponsored by Tze Qi.


Variant 1


Variant 2


Variant 3


Variant 4


Variant 5


Advertisement for "Aid Japan Through Design"

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Unshaken Love   © 文彬 2004~2024. All rights reserved.

Donation to help 311 Tohoku Earthquake/Tsunami Survivors



Please help the victims of the 311 Tohoku Earthquake/Tsunami by donating to the Red Cross.

Singapore Red Cross
15 Penang Lane
5 mins from Dhoby Gaut MRT Station
Mon - Fri 9.30am to 9pm
Sat, Sun & PH 9.30am to 6pm

The survivors are left with nothing. Currently they need drinking water and food for survival, fuel and blanket to combat the cold winter. They also need to rebuild their homeland, which had been completed destroyed for most part of the Tohoku region.

There are many donation links out there, but some might be hoax/scam. Therefore, it is best not to donate via 3rd party organizations. Red Cross (listed in Embassy of Japan in Singapore) and Doctors Without Borders are still among the most trusted organization.

To donate via the donation channels provided by the Singapore Red Cross Society (SRCS):
http://www.redcross.org.sg/Singapore-Red-Cross-establishes-a-tracing-service-to-help-restore-family-links-for-Singaporeans-and-Japanese-affected-by-the-recent-Japanese-disaster.phtml

Donors may make cash donation at the Singapore Red Cross:
15 Penang Lane (5 mins from Dhoby Gaut MRT Station)
Mondays to Fridays 9.30am to 9pm
Saturdays, Sundays and Public Holidays 9.30am to 6pm

Do contact your local Red Cross if you do not reside in Singapore.

Alternatively, you can also directly remit their donations to:

Disaster victims
Name of Bank: Sumitomo Mitsui Banking Corporation
Name of Branch: Ginza
Account No. : 8047670 (Ordinary Account)
Swift Code: SMBC JP JT
Payee Name: The Japanese Red Cross Society
Payee Address: 1-1-3 Shiba-Daimon Minato-ku, Tokyo JAPAN

The Japanese Red Cross Society for their rescue activities in this disaster
Name of Bank: Sumitomo Mitsui Banking Corporation
Name of Branch: Ginza
Account No. : 8047705 (Ordinary Account)
Swift Code: SMBC JP JT
Payee Name: The Japanese Red Cross Society
Payee Address: 1-1-3 Shiba-Daimon Minato-ku, Tokyo JAPAN


At the meantime, I will be updating news of the disaster through my Twitter.

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Donation to help 311 Tohoku Earthquake/Tsunami Survivors   © 文彬 2004~2024. All rights reserved.

utter Dialects

22 January 2010

utter Dialects
Social Campaign Project
A3 (42cm × 29.7cm)
Photography and video still printed on paper
April 2009
Icograda World Design Congress 2009 Education Conference

utter Dialects is a campaign to create awareness on the fading traditions of Chinese dialects in Singapore.

This project is dedicated to my grandmother,
Toh Pang (30 August 1924 ~ 24 May 2009).

Research

interviewing my grandmother on information related to dialects

Background
Due to the introduction of "Speak Mandarin Campaign", usage of Chinese dialects was significantly reduced and became a fading tradition in Singapore. Currently, most of the speakers of Chinese dialects are the elderly, the working class and in conversations between family & close friends. Some effects of this fading tradition includes unnatural and unethical language elimination, dissociation with original roots and cultural identity, threaten family ties between the dialects-speaking elders and the Mandarin/English-speaking youth, and influences on individual or place names.

Under the Chinese language family (Sino-Tibetan) are 7 mutually unintelligible dialects, namely Gan, Hakka, Mandarin, Min, Wu, Xiang and Yue. Due to the fact that these dialects are mutually unintelligible (sometimes even among subdivision [i.e. Min]) and speakers shows diverse cultural differences, each dialects fits closer to the category of language than dialect. Therefore there is a need to preserve these Chinese dialects so as to prevent a language from dying.

A vast majority of Chinese Dialects in Singapore are Southern China Dialects, namely Hokkien (Min) [41%], Teochew (Min) [21%], Cantonese (Yue) [15%], Hakka [12%], Hainanese (Min) [5%], Hockchew (Min) [5%] and Other Dialects [1%]. Early settlers from different dialect communities settled in respective quarters of Singapore. Each dialect communities bring along with them specialize skills, food culture and religious practice. As root language is important to cultural identity, enhancement of Chinese dialects would re-establish a tribal sense of belonging between dialect groups.

Objective
The target audience of this project are Chinese Singaporean age 15 to 30, who are born after the "Speak Mandarin Campaign", which was introduced in 1979. The objective is to expose these youth to their root language so as to foster a stronger cultural identity. The project aims to strengthen family ties by encouraging better communication with their grandparents and the elderly. Furthermore, the preservation of Chinese dialects would prevent a language from dying and allows the tradition and culture to be passed down to the future generation.

Concept
My concept is to introduce a series of Flashmobs to create awareness of Chinese dialects. Flashmob is chosen as the media because it is attention-catching, casual, fun and provides an opportunity to unveil the dialect groups among friends. Participants would also get to know more youth from the same dialect group or people who speaks the same dialect, hence increase the opportunity of speaking the dialect in future. As flashmob requires voluntary participation, it is a form of niche marketing that allows targeting of interested learner of dialects.

Six flashmobs, 1 for each dialect, will be conducted at different suburban MRT stations. Stations chosen are of high non-resident traffic volume, near areas where target audience frequent, not dominated by homogeneous dialect group and has ample space. The 6 flashmobs will be held at the same time as an attempt to encourage people to attend flashmob of own dialect group.


utter Dialects flashmob information


utter Dialects flashmob fake mockup

Icograda World Design Congress 2009
Interdisciplinary designer Deborah Lee Alden presented this project in her presentation "A Fading Tradition: Design as a portal to the discovery of one's own cultural heritage" during Icograda World Design Congress 2009 Education Conference. Icograda World Design Congress 2009 Education Conference was held on 29 October 2009 at Beijing.

[This project was submitted for "VIS260 Graphic Design 2" module during AY2008/2009 Semester 2 (ADM Year 2 Semester 2). "VIS260 Graphic Design 2" is a Visual Communication Major Core course offered by Nanyang Technological University (NTU) School of Art, Design and Media (ADM) and was taught by Asst Prof Deborah Lee Alden.]

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utter Dialects   © 文彬 2004~2024. All rights reserved.

river stroll project

river stroll project
Social Campaign Project
[Books] A5 (14.8cm × 21cm)
[Postcards] 10.5cm × 15cm
[Brochure] A3 (42cm × 29.7cm)
December 2009
ADM November 2009 Semester Show

"river stroll project" is a campaign designed to encourage drifting as an alternative tourism option for Singapore River. The project comprises a drift guidebook, a historical picture book, a notebook, postcard series and a brochure map. "river stroll project" was exhibited on 26 November 2009 in ADM Visual Communication End of Semester Show.


"river stroll project" exhibition (26.11.09)

my concept
Singapore River is the source of life for our nation. For centuries, the river has been the economy life blood. The Clean River Project (1977-1987) brought massive changes to the river physically and emotionally. As the river evolves and re-generate a new source of life, life and colour of yesteryear can only be imagined.

Therefore, I proposed the concept of drifting. A drift (derive) is a playful, constructive technique of exploring a geographical space through poetic imagination.

Drift is an open formula. Drifting allows individual to imagine and immense into the landscape. Thus, every drift experience will be different.

Titled "river stroll project", my work aims to guide participants to immense themselves into the ambient of Singapore River. Through archive pictures and the drift experience, drifters shall be able to picture Singapore River as a source of life and reconstruct scenes in history. Based on imagination, drifters could compare and contrast life of Singapore River then and now. Along the way, drifters may realize how life on the shores of Singapore River has transited from trading activities to leisure and entertainment activities; and how bustling human activities on the water surface has give way to aquatic life in the water. Most importantly, drifters must experience the river, feel the poetic of space and let their imagination run wild.

river stroll project
"river stroll project" is an open-ended drift guidebook for Singaporeans and tourists to explore Singapore River from my viewpoint. Drifters will navigate Singapore River through my eyes, but yet still have sufficient freedom to experience and feel the river. Therefore, drifter might walk the same route as me, but the feelings and emotions generated will varies. Alternatively, drifters could take references, but deviate from my route and embark on their own adventure.


"river stroll project" page 2-3


"river stroll project" page 16-17


"river stroll project" page 20-21


"river stroll project" page 24-25


"river stroll project" page 30-31


"river stroll project" page 38-39


"river stroll project" page 44-45


"river stroll project" page 56-57


"river stroll project" page 58-59


"river stroll project" page 60-61

river stroll life
"river stroll life" is a recollection of memories of Singapore River. The archive pictures portray Singapore River as a source of life and evolution in history. "river stroll life" is a supplement book to "river stroll project". "river stroll life" provides drifter a clearer picture of Singapore River past, and hence strengthens their imagination when comparing life then and now.


"river stroll life" page 2-3


"river stroll life" page 4-5


"river stroll life" page 14-15


"river stroll life" page 16-17


"river stroll life" page 26-27

notebook
"river stroll notebook" is provided for drifters to jot down their drift experiences and memories. Drifters may write interesting encounters, sketch landmarks paste photo taken along the way, or draw map of route drifted in this notebook. Like drifting, this notebook encourages free forms of expression.

postcards
"river stroll postcards" showcase some of the hot spots recommended in "river stroll project" guidebook. Drifters can mail these postcards to share their drift experience.

brochure map
"river stroll map" lists down the hot spots recommendeded in the "river stroll project" guidebook. However, no route is specified to allow drifters the freedom to stroll randomly.

[This project was submitted for "VIS320 Graphic Design 3" module during AY2009/2010 Semester 1 (ADM Year 3 Semester 1). "VIS320 Graphic Design 3" is a Visual Communication Major Core course offered by Nanyang Technological University (NTU) School of Art, Design and Media (ADM) and was taught by Asst Prof Nanci Takeyama.]

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river stroll project   © 文彬 2004~2024. All rights reserved.

Timberland nature playground

Timberland nature playground
Environmental Branding Campaign
October 2009

This is an environmental branding project for Timberland. The objectives of this project is to visually express the brand in an environment without using its logo and merchandise. The project also aims to enhance Timberland corporate social responsibility and the importance of reforestation. The concept is to bring nature landscape into an urban city and to encourage city dwellers to experience outdoor activities.

This environmental branding project needs to be implemented at the plaza outside Raffles City, at the junction of North Bridge Road and Stamford Road. The gray concrete façade of Raffles City is transformed into a green nature landscape through the use of canvas, while the granite tiles of the plaza is covered with portable grass turf. In line with Timberland environmental friendly and socially responsible policies, the brand is visually expressed through placement of tree trunks used for reforestation tree pruning programmes. Boulders and recycled rubber tyres are strategically placed to create a simple rugged playground and at the same time, not obstructing pedestrian traffic flow. Swings constructed using recycled rubber tyres allows passer-bys to rest and chill in comfort.


Site Plan


Site Elevation


Site Model

[This project was submitted for "VIS360 Environmental Design" module during AY2009/2010 Semester 1 (ADM Year 3 Semester 1). "VIS360 Environmental Design" is a Prescribed Studio Elective course offered by Nanyang Technological University (NTU) School of Art, Design and Media (ADM) and was taught by Asst Prof Deborah Lee Alden.]

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Timberland nature playground   © 文彬 2004~2024. All rights reserved.

STAEDTLER LUNA Colour Pencils

12 May 2009

STAEDTLER LUNA Colour Pencils
Advertising Campaign
September 2008

This project aims to create awareness on the positive qualities of STAEDTLER LUNA Colour Pencils. This project comprises 2 promotion campaigns: Children Drawing / Colouring Competition & Free Colour Pencil Collection.

Drawing / Colouring Competition
As children constitute the main target audience, a drawing / colouring competition using STAEDTLER LUNA Colour Pencils would be initiated. It could be held independently by STAEDTLER or in collaboration with schools, museums or other events. For this competition, a simplified package of primary colours half-size colour pencils would be provided. This allows children to test the qualities of the watercolour pencils.


Drawing / Colouring Competition promotional poster

Winning entry of this drawing / colouring competition will be used for the limited edition packaging design. Plus, all shortlisted works of the competition could be exhibited to promote the brand and showcase the talents of these children. Furthermore, winner of the drawing / colouring competition would be rewarded with STAEDTLER LUNA products.


Limited edition packaging design based on winning entry

Free Colour Pencil Collection
Empty packaging box imprinted with message "filled up this box with STAEDTLER LUNA Colour Pencils" and free colour pencil can be distributed to target audience at places where they frequent, like Bras Basah where there is a high concentration of art students, artists and designers. A campaign calendar indicating what colour will be distributed at a specified place and time. This type of "free gift" marketing technique would most probably attract much attention and hype. To complement this marketing strategy, the packaging can be the winning entry of the abovementioned children drawing / colouring competition.


Instruction for Free Colour Pencil Campaign


Campaign Homepage

[This project was submitted for "VIS220 Graphic Design 1" module during AY2008/2009 Semester 1 (ADM Year 2 Semester 1). "VIS220 Graphic Design 1" is a Visual Communication Major Core course offered by Nanyang Technological University (NTU) School of Art, Design and Media (ADM) and was taught by Mr Steve Lawler.]

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STAEDTLER LUNA Colour Pencils   © 文彬 2004~2024. All rights reserved.

LEVI'S Tag Yourself

LEVI'S Tag Yourself
Advertising Campaign
27cm × 29.5cm
Opaque metallic package containing assorted fabric, materials and instruction
February 2009

"LEVI'S Tag Yourself" is a guerrilla promotion campaign to reinforce LEVI'S brand image of original, masculine, rebellious and youthful. It provides consumer with the opportunity to design their own pocket.


Packaging design for "Tag Yourself"

An opaque metallic package inclusive of assorted fabric, materials and instruction would be issued to target audience (age 13 ~ 25) at designated place. Recipients are encouraged to use these fabrics and materials to create Levi's signature M stitches (found on the pockets of all Levi's jeans). Upon completion, participants could bring their masterpieces to the stated venue for professional tailor to sew their design onto a pair of Levi's jeans.


Assorted fabric, materials and instruction included in package

[This project was submitted for "VIS260 Graphic Design 2" module during AY2008/2009 Semester 2 (ADM Year 2 Semester 2). "VIS260 Graphic Design 2" is a Visual Communication Major Core course offered by Nanyang Technological University (NTU) School of Art, Design and Media (ADM) and was taught by Asst Prof Deborah Lee Alden.]

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LEVI'S Tag Yourself   © 文彬 2004~2024. All rights reserved.

Contradictory

11 May 2009

Contradictory
Art
A3 (42cm × 29.7cm)
Transparent Film
November 2008
ADM November 2008 Semester Show

"Contradictory" compare and contrast nature with urban. It is an extension of self identity, portraying me in an environment and how I view the environment. It shows the importance of economy and the rapid speed of urbanization, where large area of Singapore evolved from nature or rural to urban over the past 3 decades.

not 100% Nature


"Urban" is represented by layers of map tracing, overlayed to form an image of a tree. It symbolised urbanization and human effort in conserving nature areas.

Although conserved, nature reserves still suffer from certain extend of human intervention (footpath, street lighting, bench...) and "urbanization" (tree-top walk, boardwalk...).

"green" Urban


"Nature" is represented by layers of floral tracing, overlayed to form an image of a building. It symbolised urbanization and green effort in conserving nature areas.

Despite urbanization, nature is recreated through the construction of parks, gardens and 'green' architecture (eco-building, green carpark, roof-top garden...). Nevertheless numerous efforts, imitation is always fake.

[This project was submitted for "VIS220 Graphic Design 1" module during AY2008/2009 Semester 1 (ADM Year 2 Semester 1). "VIS220 Graphic Design 1" is a Visual Communication Major Core course offered by Nanyang Technological University (NTU) School of Art, Design and Media (ADM) and was taught by Mr Steve Lawler.]

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Contradictory   © 文彬 2004~2024. All rights reserved.