Archifest
Rebrand
Rebrand
In this complete rebrand; the only requirement of the brief was to retain the "Shophouse" silhouette which was adjusted and simplified to show the transformation of Singapore (from Shophouse to city). To further strengthen the logo, the word mark was moved out of the original silhouette and the tagline was shortened to allow for maximum visibility. Additional graphics, special lock-ups and image-masks were developed to further enhance the brand by allowing for greater cohesiveness plus flexibility across all the various materials.
For the theme, Small Is Beautiful, campaign images with the intention of forcing audiences to "take a second look" by creating visuals that at first glance look normal but in actual fact are made up of simple items that can easily be found in our urban environment.
