2018 – 2019
Print Booklets
Helping heritage trail participants explore with confidence and delight
CLIENT
Maritime Port Authority Singapore
SCOPE
Art direction, Graphic design, Illustration
ROLE
Print designer,
Collaborative work with Think Tank Studio
Overview
ST Photo: Kelvin Chng
The Singapore Maritime Trails is an outreach initiative by the Maritime Port Authority, created to educate the public on Singapore's rich maritime history and culture. While the trails offer rich content, the on-site experience lacked clear wayfinding and ended without a tangible takeaway. My task was to design a series of booklets that would guide participants on the trail and serve as keepsakes.
How might we help participants navigate with clarity, while preserving the experience tangibly?
Design Approach
• Distinct yet cohesive art direction
Designing for a series meant ensuring a good balance between keeping a consistent look across and allowing each trail to still show its unique theme
• Chosen art direction
It was necessary to include real life photographs so landmarks are easily identifiable. The art direction uses a collage style where simple line illustrations can give the necessary context but still match well.
Brochure Design
The brochures are designed to reflect the focus of each trail, with a large number on the cover filled with thematic illustrations related to each trail. Spot illustrations on each page corner act as easter eggs to delight trail participants.
COVER DESIGNS
Layout Design
The layout choice mirrors the physical experience of traversing a trail. Each spread highlights a landmark and continuity line across gives a sense of movement with a dynamic trail experience.
LAYOUT
Outcome
Art Direction enabled scalability
Trail 3 was added a year later in 2019 without needed any redesign, saving time and resources for further trails.
Media Adoption
The visuals provided a strong anchor for external coverage and positioned the trails memorably.
