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    In a fast-paced and ‘go-getting’ 21st century society, preserving the kampung spirit ensures that each generation learns the important values of … Read More
    In a fast-paced and ‘go-getting’ 21st century society, preserving the kampung spirit ensures that each generation learns the important values of honour, kindness and consideration for others, the joys of friendship and togetherness, compassion, and the courage to fight for the greater good of a community, with much heart in all the hard work. My research brought me all the way back to the birth of Singapore to understand the real meaning of kampung spirit. Fusing the old style of batik design and modern typography art direction, I came up with a detail representation of the theme. Read Less
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SG50 / Kampung Spirit


What is SG50? Well, it represents the little red dot that we’ve come to know as home. The logo celebrates the Singaporean spirit – signifying that our dreams are not limited by the physical size of our island nation. I was glad to work alongside with Kult Singapore & SG50 for their Tote bag campaign. My theme of choice was 'Kampung Spirit'. In a fast-paced and ‘go-getting’ 21st century society, preserving the kampung spirit ensures that each generation learns the important values of honour, kindness and consideration for others, the joys of friendship and togetherness, compassion, and the courage to fight for the greater good of a community, with much heart in all the hard work.

My research brought me all the way back to the birth of Singapore to understand the real meaning of kampung spirit. Fusing the old style of batik design and modern typography, I came up with a detail representation of the theme.
Image Moodboard
Pencil Sketch
Typography Illustration