2018–2019
Print Booklets
Lengthening the trail experience for participants with accompanying keepsake brochures
Developing a brand identity to anchor a startup post spin-off
CLIENT
Maritime Port Authority Singapore
SCOPE
Art direction, Graphic design, Illustration
ROLE
Graphic Designer
Project done with Think Tank Studio
Overview
The Singapore Maritime Trails is an outreach initiative by the Maritime Port Authority, created to educate more locals and tourists on the rich history and culture of Singapore maritime. I was tasked with creating accompanying brochures to aid wayfinding and the trail experience, and also double up as a keepsake takeaway.
How might we make the trail experience more memorable?
ST PHOTO: Kelvin Chng
The Design
COVER DESIGNS
The brochures are designed to reflect the focus of each trail, but kept consistent with the use of large number typography on the cover filled with relevant illustrations. Illustrations at each page corner were added as an easter egg to delight the trail participants.
An open collaborative wireframing process with the Bove founders guided the development of the Bove App. The pain points of pregnant women are being examined and being translated to helpful functions and features on the app.
Trail 1: Our Heritage focuses on local maritime heritage and prominent preserved landmarks.
Trail 2: Our Progress is centered around the development of the industry and new landmarks.
Trail 3: Our Legacy looks at the intricacies of the culture that has been influenced by the industry
LAYOUT
The layout is kept dynamic throughout, giving a sense of movement as the trail moves from one landmark to the next.
Outcome
PHOTOS FROM
SINGAPORE MARTITIME TRIAL PRESS RELEASE
Scalable system saves time
Trail 3 was added only in 2019, and time was saved where the art direction can be easily extended to it without another round of re-design.
Media coverage
Visuals were also used to anchor the trails for media
