The Nanyang Technological University (NTU), School of Art, Design and Media (ADM) Bachelor’s Degree graduation showcase was held from 10–18 May 2019 at the former St Andrew’s Mission Hospital, located at 5 Kadayanallur Street.
The creative concept for the identity puts the spotlight on the often-overlooked yet absolutely critical aspect of the design—its process; without which, there would be no final design outcome. In the case of ADM graduation showcase, the design process itself could, perhaps, be understood as a metaphor for the (iterative and arduous) journey that the 2019 graduates took in their four years at NTU ADM.
Integrating the actual sketches from the 2019 graduates’ final year projects as the central part of the graphic identity, the sketches are elevated by giving them a a metallic silver Pantone ink treatment by reproduced in print medium, placing the sketches to their rightful place of prominence. The inks also accentuate the quirks of the each sketch, as well as to celebrate each creative individual’s uniqueness. For those attending, they also serve to provide a sneaky preview into what is to come at the graduation showcase.
Understanding that promotional strategies for the Showcase were focused on the digital medium, the identity that was specially designed to evolve over the four weeks of promotion prior to the opening of the showcase: the sketches would gradually fade out to give way to end results of the graduates’ final year projects as the opening date draws near. In addition, the identity typeface would also morph from a rough, imperfect one into the bold and confident Modernist san-serif over time. Most strikingly, the application of the identity colours which started with a white base with blue and red accents, would gradually transition into block and bold applications replacing the white background almost entirely, as seen on the collaterals received on-site as well as throughout the exhibition graphic design.
