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SPRING Singapore: CCI Pitch

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  • Chosen Option:
    Dimensions: 210mm(W) x 210mm(H)
    The idea for this option is to show dots connecting services and customers together. Hence, you will see circles and lines passing throughout the entire booklet, and eventually back to the butler icon on the cover pages. To enhance the look and feel, 8 different colors were used to represent each article individually. Black was chosen for the cover to provides the feel of classy and elegance, as client plans to distrubute booklet during the 2013 Service Excellence Medallion Awards (a black tie event). Alternatively, the back cover can be considered the front cover for the Mandarin version and vice versa for English. 
  • Option no.2
    Dimension: 267mm(w) x 189mm(H), 176mm(w) x 189mm (H)
    This is the alternative option that was proposed to client alongside with the chosen option. Again, butler was the theme for this concept, as we often perceive them providing excellent customer services. The bulter's hand guestures, instead of circles and lines, were implemented and closely related to each article as possible. In addition, the unique selling point for this option, is that every alternate pages covers 2/3 of the booklet original size. This is so that readers would be able to see the gestures and quotes from the next/previous article. Therefore, creating a level of interest to continue reading/flipping through. In contrast, there was no plans in changing the direction for Mandarin version. Reason being, the desire to show the butler's back for its back cover, so as to give an overall sense of completeness for the entire booklet.