Zakat 2021 Print Campaign (Sample Designs)
Client: Majlis Ugama Islam Singapura, MUIS (Islamic Religious Council of Singapore)
Commissioned by: Mosque-Madrasah-Waqah Shared Services, MMWSS
The 2021 Zakat print campaign required an art direction to be chosen before the actual campaign began in April through May. I was commissioned to create two sample designs to portray my vision:
Infographic Full Page Advertisement (50cm by 32.7cm)
Full Page Poster Advertisement (50cm by 32.7cm)
Each deliverable would live primarily as full page newspaper advertisements on the Berita Harian (Malay for Daily News) which is the sole Malay-language broadsheet newspaper published in Singapore.
The list of collaterals for the actual campaign span beyond these deliverables - hence a clear set of design rules had to be established to be reusable for other dimensions (similar to branding).
Challenges
The infographic was very text heavy in its initial form. I was given the allowance of 8pt for the body text which helped condense the content in a smaller footprint. However, some areas required redesigning in order to showcase important information first. Long sentences could then be condensed into small icons that denote the same meaning such as the calendar icons showing 'Ramadan 1' to 'Syawal 1' that informs readers of the duration of Zakat.
*Illustrations of islamic persons are by Pablo Stanley (available for free here).
I was able to reuse the dome (from the infographic headers) to mask in the hero image. Large ovals laid the hierarchy, leading readers down the page in an informed manner. The same dome element can be seen repeated within them as texture. The contrasting orange creates enough visual interest for readers to wait and read the primary text.
The bright colours were chosen to combat printing issues with the newspaper material later on. Clear contrast between text and images had to be kept in mind for legibility reasons. Overall the design was purposeful in its use of hierarchy, colour and size contrast to communicate its core message to readers.
Special thanks to Amni and Team for their clear communication and critical feedbacks through Zoom meetings despite the pandemic.
*The bidding for the second phase of the project was won by another party, some elements presented in my design were brought forward towards the final design.
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