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Festival of Creativity
26 - 28 September 2018
Singapore

Category

Award

DIRECTORY

ClientTHE ARCHITECTURE SOCIETY
CategoryA02. Posters
TitleDIRECTORY
Product/ServiceARCHITECTURAL ORGANISATION
Entrant Company:LEO BURNETT/ARC WORLDWIDE SINGAPORE, SINGAPORE
Design/Advertising Agency:LEO BURNETT/ARC WORLDWIDE SINGAPORE, SINGAPORE
Credits
Name Company Position
Chris Chiu Leo Burnett Executive Creative Director
Alex Lim Thye Aun Leo Burnett Creative Director
Alex Lim Thye Aun/Tang Kee Hong Leo Burnett Art Director
Chris Chiu/Alex Lim Thye Aun Leo Burnett Writer
Joseph Chua Leo Burnett Account Manager
Tan Kee Hong/Michelle Chow/Anthea Lin Leo Burnett Photography
Tang Kee Hong/Alex Lim Thye Aun Leo Burnett Typographer
Alex Lim Thye Aun/Tang Kee Hong Leo Burnett Designer
Tang Kee Hong Leo Burnett Retoucher

Brief Explanation

The tiny island-state of Singapore, although renowned for being land-sparse, takes great pride in its iconic skyline — literally a collective showcase of the accomplished architects in Singapore. Our goal was to capture the architectural magnificence of Singapore and translate it into an iconic visual for TAS.

Describe the brief from the client:

The Architecture Society (TAS) is a professional trade organisation representing licensed architects and architectural firms in Singapore. Its mission is to promote the architectural profession and to raise public awareness about the architectural landscape of Singapore. We were tasked to announce that TAS’ latest directory, which lists some of Singapore’s most prominent architects, was now available online.

Description of how you arrived at the final design:

As much as people revel in the magnificence of a building from afar, just as many are awed by their beauty from a closer proximity. It is with this in mind that we created a type-based solution formed by using the negative spaces of the many incredible shapes and angles of buildings within the city. No two letters in the headline of the poster and every one of them was painstakingly photographed and minimally retouched.

Indication of how successful the outcome was in the market:

The poster was displayed at TAS’ head office as well as at architectural events and exhibitions, libraries and architectural schools. After three days of publicity, TAS’ website registered a record 4,987 hits, an increase of almost 74%. Membership to TAS also increased from 84 to 109.