"Change is the only constant," as it is often said, which aptly describes the reasons behind this project with Singapore Centre for Chinese Language (SCCL). A change in perceptions about the organisation's brand was needed, starting with the development of this commemorative paperback.
Officially opened by Lee Kuan Yew in 2009, the organisation's main focus is to enhance the effectiveness of teaching the Chinese language in Singapore's bilingual environment. Old perceptions of the organisation being too traditional and outdated needed to be shifted.
With this in mind, we designed a paperback rendition of your typical hardcover coffee table book, paying careful attention to Chinese typography rules while playing with layout and illustrations to uplift the content. A unique twist to the cover depicting different versions of the Chinese character for change, "变 (biàn)", was used to represent the transitions between seasons and time.