a alexander ng
curriculum vitae
Portfolio part one
alexander ng curriculum vitae MA MCSD +65 9108 7179 axela@talk21.com
Driven by a desire to establish an emotional connection that differentiates client’s brands. online portfolio: be.net /axela behance.net /axela/resume issuu.com/alexanderng1
Professional Experience
issuu.com/alexanderng1/docs/al_cv_portfolio_2015_part1_lr?e=16014325/30511341
Apr 2012 –— Present DDB, Tribal Singapore As the most awarded agency in Singapore, it has a fast pace environment which allows me to be heavily involved in art directing on various new campaigns and initiative pitches. As an art driector and senior creative, I work closely with different copy-writers, account teams and a very supportive production studio. My team main account is DBS Bank (Development Bank of Singapore) and we handle most of it’s above-the-line creative campaigns. The creative spread across a wide spectrum of services the banks offers, ranging from exclusive private banking wealth sectors to the main stream consumer end products. The team also handle internal communications campaigns across various departments of this financial body. Apart from working on DBS and it’s affiliated projects, I was also actively involved in various pitches. Key Projects : DBS Bank (DBS Wealth, DBS CBG Consumer Banking Group, DBS GSMC Group, various DBS initiatives and collaborations), POSB Bank, National Library Board, Jewel Changi Airport and Manulife. Pitch Works : Changi Airport, Škoda Auto, BMW, Sony, Walls Ice-Cream, Singapore Institute of Management, Central Provident Fund and National Council of Social Service.
Jan 2012 — Mar 2012 Freelance Creative at Peppermnt Singapore
Jun 2009 –— Jan 2012 McCann Erickson, Enterprise London I was with McCann London Enterprise as an Art Director and Senior Designer. Playing a key role in my team that requires me to manage an spectrum of creatives from generating ideas to art directing photoshoots and managing brand issues on design production. Working at McCann, an award winning agency, I thrive in the fast pace environment, always requiring me to work simultaneously with a number of accounts, digital and production teams. The team is constantly working on different pitches while sustaining both our main charter BtoB and BtoC accounts. Additionally, it had provided me opportunities to collaborate with other prominent divisions such as McCann Erickson World Group, Future Brand, Chrome (Post Production) and other related company on various pitches. Key Projects : Akzo Nobel, Barclays, BMW, Exxon Mobil, Lufthansa, Kimberly–Clark, Mastercard, NESTLE Professional, Activyl, DSM, SAGA, Tragus and Virgin. Pitch Works : TATA, Deloitte, HTC, Carbon Trust, Regus, Pritt, Buscopan and Merck.
Mar 2009 — Jun 2009 Freelance Creative in various Advertising and Design Studios in London
Jul 2007 — Mar 2009 Tangible UK London Previously known as Tangible Financial & CCHM:Ping As part of the agency’s tangible assets, my role as a creative designer involve in generating ideas, solving advertising and brand design issues. I coordinate closely with account teams, digital teams and production departments on various pitches and commissioned projects. Tangible Financial has previously won numerous Midas and Money Marketing Awards. It is a brand-minded integrated agency with a primary aim on achieving distinctive financial brands and producing engaging advertising communications. Key Projects : BNP Paribas, Schroders, Scottish Life, Witan, AAC Capital, Britannia, Life Trust PLC, Munich Re and Partnership.
Jan 2007 — Jun 2007 Brand Architects London Graphic and Interactive Designer. Key Projects : Benfield, Totaljobs.com, Alconeras and KG Fruits.
Sep 2003 — Jan 2007 Splash of Paint Limited Reading As a key member in the team, my involvement entails conceptualisation to design art direction and coordination with account managers and IT specialists on delivering creative solutions. SOP received both Campaign Fresh Awards and Marketing Design Awards in 2005. It is a communications consultancy driven by its methodology of Brand New Thinking™ and Mirror Marketing™. Key Projects : Mitsubishi Motors Europe, Office Depot, DHL Europe, Anvil Trust, Royal College of Music, Sanity Group, Foundation IT and The Institution of Engineering & Technology.
June 2002 — Nov 2002 Think Farm London Previously known as 4i Group Graphic and Interactive Designer. Key Projects : Virgin Radio, GreenPeace, Vertigo, 1st Byte and TeleWare Telecommunications.
Jul 2003 — Sep 2003 Network Photographers Limited London Key Projects : The Guardian and Various Media groups.
May2003 — Jul 2003 Tunelight Design London Key Projects : Metro Tartan Distribution UK.
Feb 2003 — Apr 2003 Singapore Asian Fashion Week 2003: Digiland Productions Events : Mercedes, La Perla, LUXE, Bella Superclub, Bollywood Cutting Edge.
Feb 2003 — Apr 2003 Trine Design Associates London Key Projects : Asia Europe Foundation, Haworth Asia Pacific, Banyan Tree, Pan Pacific Singapore and Heidelberg.
Jan 2000 — Apr 2000 Net-wise Communication London
Feb 1999 — Sep 1999 Pandora Interactive Multimedia Studio Singapore Graphic and Interactive Designer. Key Projects : Control Data, CB Richard Ellis, Philips Singapore, Hewlett Packard and Dell Asia pacific.
Jan 1997 — Sep 1997 Markers & Brushes | Oglivy & Mather Singapore Key Projects : TTG Asia and National Kidney Foundation.
Oct 1995 — Apr 1996 Batey Advertising Singapore Key Projects : United Overseas Bank and Singapore Airlines.
alexander ng curriculum vitae
Driven by a desire to establish an emotional connection that differentiates client’s brands.
MA MCSD +65 9108 7179 axela@talk21.com
online portfolio: be.net /axela behance.net /axela/resume issuu.com/alexanderng1
Aug 2006 Chartered Society of Designers MCSD Member of the CSD Oct 2001 — Jul 2002 University of Arts London London College of Communication Previously known as London College of Printing MA Interactive Multi-Media Oct 1999 — Jul 2001 University of Arts London Central Saint Martins BA Hons. Graphic Design Sep 1997 — Jan 1999 Army Military Service Jul 1993 — Jun 1996 Temasek Polytechnic Diploma Visual Communication
References
Education
issuu.com/alexanderng1/docs/al_cv_portfolio_2015_part1_lr?e=16014325/30511341
Adam Denny Managing Director of Mccann Erickson Enterprise APAC adam.denny@mccannwg.com Jaakko Alanko Former Managing Director of Mccann Erickson Enterprise London alanko@saqnet.co.uk Stephen Meade Managing Director of Mccann Erickson Enterprise London stephen.meade@mccannlondon.com Will Sheperd Creative Director of Mccann Erickson Enterprise London will.sheperd@mccannlondon.com David Morris Creative Services Manager of Mccann Erickson david.morris@mccannlondon.com Ian Boyle Senior Art Director of Mccann Erickson London Ian.boyle@mccannlondon.com
Jan 1988 — Dec 1992 Nanyang Academy of Fine Arts 1982 — 1992 Cambridge GCE ‘O’ Levels and PSLE
Lucian Camp Chairman of Tangible Financial lucian@luciancampconsulting.com
Skills
Jonathan Spooner Executive Creative Director of Tangible – London
Creative Conceptual Thinking Art Direction and Brand Developments Versatile in Print and Digital Interactive Design Team Building and Leadership Abilities
Matthew Frost Creative Director of Earnest – London Creative Director of Tangible Financial till 2008 matt.frost@earnest-agency.com
Liaison with Clients and Printers Proficient in all Creative Software Skills
Awards
Basic Knowledge in most Digital Interactive and Motion Graphics Software
29th Oct 2002 7th Edition iCastelli Roma International Animated Film Festival Best Non Narrative Film Award 23rd Sept 2002 D&AD 2002 Campaign Screen London New Director Nominee
Featured
4th July 2002 PlayStation2 The Third Place London Awards for Innovation 2002
4th October 2002 Campaign Haymarket Publication London Jun 2002 — Oct 2003 TVE Television Espana Metropolis Spain Latin America 19th Kurz International Hamburg Germany Canal Plus Spain, TEIAF and Animadrid 2002 Spain 45th International Leipzig Festival Germany Dark Light 4 Digital Film Festival Ireland Annecy International Animated Film Festival France
Malcolm Hatton Managing Director of Splash of Paint – Reading malcolm.hatton@splashofpaint.com
Professor Alan Sekers Former Media Professor at London College of Communication alsekers@mac.com Professor Phil Baines Professor of Typography Central Saint Martins p.baines@csm.arts.ac.uk Stuart Jones Media Artist & Senior Research Fellow Central Saint Martins s.jones@csm.arts.ac.uk
DBS Multi-Currency Account DBS Visa-Debit DBS Campaign Launch Main TVC Video Ice-cream (Japan) areas : Campaign Launch client : DBS Bank Ltd. CBG Consumer Banking & Cards roles : Art Direction, Design, Story Boarding Visualization and Brand Overview creative group head lead / writer: Juliana Koh cd: Francis Ooi producer / film director: Roslee Yusof freeflow productions
Ice-cream ( Japan) Campaign Launch Video / TVC 45 Seconds in Cinema Commercials
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DBS Multi-Currency Account DBS Visa-Debit DBS Campaign Launch Main TVC Video Ice-cream (Japan)
Social Facebook Video
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DBS Multi-Currency Account DBS Visa-Debit DBS Campaign Launch Social Engagement Ice-cream (Japan)
Facebook social contest 1 15 seconds Engagement Video
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Teaser video
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Teaser ends half way
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DBS Multi-Currency Account DBS Visa-Debit DBS Campaign Launch Social Engagement Ice-cream (Japan)
Reveal video after 2 weeks
Full video reveals
Facebook social contest 1 15 seconds Engagement Video
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DBS Multi-Currency Account DBS Visa-Debit DBS Campaign Launch Social Engagement Ice-cream (Japan)
Facebook social contest 2 15 seconds Engagement Video
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Teaser video
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Teaser ends half way
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DBS Multi-Currency Account DBS Visa-Debit DBS Campaign Launch Social Engagement Ice-cream (Japan)
Reveal video after 2 weeks
Full video reveals
Facebook social contest 2 15 seconds Engagement Video
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DBS Multi-Currency Account DBS Visa-Debit DBS Campaign Launch
Full Page Press Ad
DBS Multi-Currency Account DBS Visa-Debit DBS Campaign Launch
Lighted Bill Board in the Central Business District ATM Posters and Screens and Digital Posters in GV Cinema
DBS Multi-Currency Account DBS Visa-Debit DBS Campaign Launch
Digital Online Banners
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Pweb Banner on DBS web page
DBS Multi-Currency Account DBS Visa-Debit DBS Campaign Launch
Digital Online Banner
Digital Online Banner
Pre-Launch Facebook Post
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DBS Multi-Currency Account DBS Visa-Debit DBS Campaign Launch
Direct Mailer Enclosed
Electronic Direct Mailer for the Mass Customers
Electronic Direct Mailer for Treasures Customers
DBS Multi-Currency Account DBS Visa-Debit DBS Campaign Launch
Direct Mailer Pulled and Revealed
Electronic Direct Mailer for Private Bank Customers
Electronic Direct Mailer for Treasures Private Clients Customers
DBS Multi-Currency Account DBS Visa-Debit DBS Campaign TVC Video Snapback (New York) areas : Campaign Launch client : DBS Bank Ltd. CBG Consumer Banking & Cards roles : Art Direction, Design, Story Boarding Visualization and Brand Overview creative group head lead / writer: Juliana Koh cd: Francis Ooi producer / ďŹ lm director: Warren Klass abundant productions
Social Facebook Video
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DBS Multi-Currency Account DBS Visa-Debit DBS Campaign TVC Video Snapback (New York)
Snapback (New York) Campaign Launch Video / TVC 45 Seconds in Cinema Commercials
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DBS Multi-Currency Account DBS Visa-Debit DBS Campaign Snapback (New York)
Lighted Bill Board in the Central Business District
Digital Online Banner
DBS Multi-Currency Account DBS Visa-Debit DBS Campaign Snapback (New York)
Light Li ight B Box ox O OOH OH A Att th the he Arca Arcade ade R Raffl affles es PPlace lace e Pweb Carousel Banner on DBS site
DBS Multi-Currency Account DBS Visa-Debit DBS Campaign Launch TVC Video Ice-cream (Japan) : Behind the Scenes
Behind the Scenes for Ice-cream ( Japan)
DBS Multi-Currency Account DBS Visa-Debit DBS Campaign Launch TVC Video Snapback (NY) : Behind the Scenes
Behind the Scenes for Snapback (New York)
Ĺ koda Pitch and Campaign Launch
areas : Campaign Launch Pitch client : Ĺ koda Auto roles : Art Direction, Design, Visualization and Brand Overview cd: Francis Ooi and Chris Lim cco: Chris Chiu, Neil Johnson art in colab: Ivan Yeh, Sarah Inez, Lynn Hew and Jevanti writer: Juliana Koh & Grace Lim
Launch Activation Ground at Marina Bay
Launch Facebook Post
Ĺ koda Pitch and Campaign Launch
Bill Board along AYE and Kepple Road
Website Landing Page
Škoda Pitch and Campaign Launch
OOH and Supergraphics in Škoda Singapore’s Showroom
Škoda Pitch and Campaign Launch
Interio OOH and Supergraphics Design
OOH and Supergraphics in Škoda Singapore’s Showroom
Grab and Škoda Collaboration
DBS WealthFeed Branding & Campaign Launch
In a world where content is king, we set out to turn content into customers. Engaging, easy-to-understand financial content, served and targeted on social media introduced DBS Treasures to a new audience.
areas : Campaign Launch client : DBS Bank Ltd. GSMC & Wealth Team roles : Art Direction, Design, g Visualization and Brand Overview cd: Francis Ooi and Chris Lim
cco: Neil Johnson
Video Content
DBS WealthFeed Campaign Launch & Branding
Facebook Posts
PWeb Carousel Banner
PWeb Article Page
DBS WealthFeed Branding & Campaign Launch
Facebook Posts
PWeb Article Page
DBS WealthFeed Campaign Launch & Branding
Content Style Guide
DBS Branch Merchandising DVC Campaign Launch
areas : Campaign Launch client : DBS Bank Ltd. CBG Consumer Banking roles : Art Direction, Design, Visualization and Brand Overview cd: Derek Chia and Chris Lim cco: Chris Chiu, Neil Johnson
writer: Nic Leong
Branch Supergraphics
EDM
Branch Supergraphics, ATM and Digital Posters
POSB Branch Merchandising DVC Campaign Launch
Branch Supergraphics
EDM Branch Supergraphics, ATM and Digital Posters
DBS Visa Debit Card 5% Cashback Brand Refresh
areas : Campaign Launch client : DBS Bank Ltd. CBG Consumer Banking roles : Art Direction, Design, Visualization and Brand Overview writer : Nicholas Leong cd: Derek Chia and Chris Lim cco: Neil Johnson and Chris Chiu
ATM Screens
Digital Pweb and Online Banners
DBS Win the Suite Life
Turning holidays into SIA Suites tickets brought back some of the glamour and charm of travel.
Branding & Campaign Launch
areas : Campaign Launch client : DBS Bank Ltd. GSMC & Wealth Team roles : Art Direction, Design, Visualization and Brand Overview
Application on Traveller Shield As the campaign progressed successfully, we refreshed the creatives aligning them with Live More, Bank Less.
cd: Vincent Lee, Derek Chia and Chris Lim copy lead Group Heas: Rachel Chu co-art: Sarah Inez cco: Chris Chiu, Neil Johnson
Key Visual with Animated Graphics Anim
EDM
Instagram Stories
Facebook [ Remarketing ]
In-Branch Digital Poster
Facebook [ Conversion ]
DBS Win the Suite Life Branding & Campaign Launch
Key Visuals on Instagram Stories Facebook Linkshare
PWeb Product Page
In-Branch Digital Poster
DBS Live more, bank less Re-branding & Campaign Launch
A whole new approach to banking. Live more, bank less was our simple yet powerful promise. After all, the quicker and simpler we make banking, the more time people can spend being with those they love, and doing what matters most. And that’s what we focused on – more life, less bank. Made possible with smart digital solutions.
areas : Campaign Launch client : DBS Bank Ltd. GSMC & Wealth Team roles : Art Direction, Design, Visualization and Brand Overview cd: Vincent Lee, Derek Chia and Chris Lim copy lead: Rachel Chu cco: Chris Chiu,, Neil Johnson co-art: Ivan Yeh
Full Page Press Ad, ST Life Section Launch Cover Wrap
Inside Front Cover
Campaign Launch Ethos Video
DBS Live more, bank less Re-branding & Campaign Launch
Screen Wrap outside Chevron House at Raffles Place
DBS Private Bank Brand refresh areas : Campaign Launch client : DBS Bank Ltd. GSMC & Wealth Team roles : Art Direction, Design, Art Direct Photography, Visualization and Brand Overview cd: Francis Ooi and Chris Lim
cco: Neil Johnson
Pweb Carousel and Product Pages on DBS Site
DBS Private Bank Brand refresh
DBS Private Bank Brand refresh
Team Member’s Individual Profiles
DBS Private Bank Brand refresh
DBS ESSO MasterCard DBS Brand Refresh & Campaign Launch areas : Campaign Launch client : DBS Bank Ltd. CBG Consumer Banking & Cards ESSO ExxonMobil Singapore roles : Concept, Art Direction, Design, Visualization and Brand Overview writer: Cozette Hendricks
cd: Francis Ooi
Full Page Press Ad
DBS ESSO MasterCard DBS Brand Refresh & Campaign Launch
Taxi Wrap
DBS ESSO MasterCard DBS Brand Refresh & Campaign Launch areas : Campaign Launch client : DBS Bank Ltd. CBG Consumer Banking & Cards ESSO ExxonMobil Singapore roles : Concept, Art Direction, Design, Visualization and Brand Overview writer: Cozette Hendricks
ESSO Petrol Station Islandwide Pump Topper Ad
cd: Francis Ooi
DBS ESSO MasterCard DBS Brand Refresh & Campaign Launch
Within ESSO Petrol Stations Cheer Convenient Shop: Hanging Mobiles, Counter Top Tentcards and Wobblers
ATM Wrap Decal and ATM Screens
DBS ESSO MasterCard DBS Brand Refresh & Campaign Launch
Light box display at Ngee Ann Cty car park entrance
Display panels at various carpark gantry Digital screen at Waterway Mall carpark Entry
DBS ESSO MasterCard DBS Brand Refresh & Campaign Launch
Lift Decal at SunTech City Mall
Lift Decal at various malls
DBS ESSO MasterCard DBS Brand Refresh & Campaign Launch
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Facebook Animated Gif Post
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DBS ESSO MasterCard DBS Brand Refresh & Campaign Launch
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Online Gif Banner
DBS ESSO MasterCard DBS Brand Refresh & Campaign Launch
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Page Take-Over Interactive Digital Banner
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DBS ESSO MasterCard DBS Brand Refresh & Campaign Launch
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DBS Fastrack Campaign Launch areas : Campaign Launch client : DBS Bank Ltd. CBG Consumer Banking roles : Art Direction, Design, Visualization and Photoshoot art in colab: Sarah Inez cd: Francis Ooi
writer: Grace Lim
Key Visual
Pull-up Standee and Table Top Stickers in various food outlets island-wide
DBS Fastrack Campaign Launch
Product Page Banners on DBS Site
Facebook Carousel Ad
Facebook Video Linkshare
Online Digital Banners
DBS Snappy Deals Campaign Launch areas : Campaign Launch client : DBS Bank Ltd. CBG Consumer Banking roles : Concept, Art Direction, Design, Visualization and Brand Overview writer: Stella Leong
cd: Francis Ooi / Chris Lim
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Campaign Launch Video / TVC Cinema Commercials
DBS Snappy Deals Campaign Launch
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Social Facebook Video
DBS Snappy Deals Campaign Launch
MRT Station Door Panel Decal
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Instagram Stories Video Online Digital Banners
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DBS Snappy Deals Campaign Launch
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POSB Retirement POSB Campaign Launch areas : Campaign Launch client : DBS Bank Ltd. CBG Consumer Banking roles : Concept, Art Direction, Design, Visualization and Brand Overview creative group head lead / writer: Juliana Koh art in colab: Sarah Inez cd: Francis Ooi
Bus Internal Panels
Bus Exterior Decal
POSB Retirement POSB Campaign Launch
POSB Retirement POSB Campaign Launch
OOH Branch Outward Facing Supergraphics
POSB Retirement POSB Campaign Launch
POSB Retirement POSB Campaign Launch
In-Branch Supergraphics, Digital Posters, Pillar Wraps, Door Decals and Counter Top Panels.
POSB Retirement POSB Campaign Launch
Facebook Linkshare Post
POSB Retirement POSB Campaign Launch
Digital tal Banners Series 1
Digital tal Banners Series 2
Digital tal Banners Series 3
POSB Retirement POSB Campaign Launch
Product Page
POSB Retirement POSB Campaign Launch
Online Digital Banners leading to the Quiz Microsite
Facebook Linkshare Post leading to the Quiz Microsite
POSB Retirement POSB Campaign Launch
QUIZ MICROSITE Landing Page and Result Pages
POSB Cashback Bonus POSB Campaign Launch areas : Campaign Launch client : DBS Bank Ltd. CBG Consumer Banking roles : Art Direction, Design, Visualization and Brand Overview art lead: Bryan Chng cd: Francis Ooi and Chris Lim
Branch Supergraphics and Outdoor Ads
cco: Neil Johnson
POSB Cashback Bonus POSB Campaign Launch
Full Page Launch Press Ad
Half Page Launch Press Ad
POSB Cashback Bonus POSB Campaign Launch
• In-bra In-branch Ads and Digital Posters • Pull Up U Y-Standees • Floor Stickers Punchy messages greeted every vvisitor to the branch.
POSB Cashback Bonus POSB Campaign Launch
POSB Cashback Bonus POSB Campaign Launch
ATM Poster Ads While they’re withdrawing cash, tell them how they could get more.
POSB Cashback Bonus POSB Campaign Launch
POSB Cashback Bonus POSB Campaign Launch
POSB Cashback Bonus POSB Campaign Launch
• Landing Page • Online Calculator Making all the right moves online.
POSB Cashback Bonus POSB Campaign Launch
• Animated Online Banners • Home Page Pweb Carousel • Social Media Posts Kicking up a digital storm.
POSB Cashback Bonus POSB Campaign Launch
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POSB Cashback Bonus POSB Campaign Launch
Interactive Outddor Media 6 Sheet Poster
POSB Cashback Bonus POSB Campaign Launch
Light Box 6 Sheet Poster on the reverse side
Interactove Media in Busy Downtown Orchard Mid-Point and One Raffles Quay
POSB Cashback Bonus POSB Campaign Launch areas : Campaign Launch client : DBS Bank Ltd. CBG Consumer Banking roles : Concept, Art Direction, Design, Visualization and Brand Overview writer: Joseph Seah art lead: Bryan Chng cd: Francis Ooi and Chris Lim cco: Neil Johnson
Interactive outddor media 6 sheet poster
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POSB Cashback Bonus POSB Campaign Launch
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POSB Cashback Bonus POSB Campaign Launch areas : Campaign Launch client : DBS Bank Ltd. CBG Consumer Banking roles : Concept, Art Direction, Design, Visualization and Brand Overview writer: Joseph Seah art lead: Bryan Chng cd: Francis Ooi and Chris Lim cco: Neil Johnson
SGAG coverage Interactive Outddor Media 6 Sheet Poster
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POSB Cashback Bonus POSB Campaign Launch
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POSB Cashback Bonus POSB Campaign Launch areas : Campaign Launch client : DBS Bank Ltd. CBG Consumer Banking roles : Concept, Art Direction, Design, Visualization and Brand Overview writer: Joseph Seah senior-art lead: Bryan Chng cd: Francis Ooi and Chris Lim cco: Neil Johnson
TVC and Online Video
POSB Cashback Bonus POSB Campaign Launch
DBS + POSB Customer Compliment Campaign DBS + POSB Campaign Launch areas : Campaign Launch client : DBS Bank Ltd. GSMC roles : Concept, Art Direction, Design, Visualization and Brand Overview writer: Jyh Yeong Lee
cd: Francis Ooi
Social Media Posts Good things must share, and share and share.
DBS + POSB Customer Compliment Campaign DBS + POSB Campaign Launch
DBS + POSB Customer Compliment Campaign DBS + POSB Campaign Launch areas : Campaign Launch client : DBS Bank Ltd. GSMC roles : Concept, Art Direction, Design, Visualization and Brand Overview writer: Jyh Yeong Lee
cd: Francis Ooi
Social Media Posts Good things must share, and share and share.
DBS + POSB Customer Compliment Campaign DBS + POSB Campaign Launch
DBS + POSB Customer Compliment Campaign DBS + POSB Campaign Launch
• In-Branch Communications • Online Digital Banners Gentle reminders at the point of service.
DBS + POSB Customer Compliment Campaign DBS + POSB Campaign Launch
In-Branch Animated Digital Poster
DBS + POSB Customer Compliment Campaign DBS + POSB Campaign Launch
• In-Branch Communications • Online Digital Banners Gentle reminders at the point of service.
DBS + POSB Customer Compliment Campaign DBS + POSB Campaign Launch
In-Branch Animated Digital Poster
DBS Treasures Brand refresh areas : Campaign Launch client : DBS Bank Ltd. GSMC & Wealth Team roles : Concept, Art Direction, Design, Visualization and Brand Overview cd: Francis Ooi and Chris Lim
cco: Neil Johnson
Full Page Launch Ads To speak to them, we had to speak like them.
DBS Treasures is part of DBS Wealth Management services. Maintenance of more than S$350,000 in investments or asset under management with DBS Bank qualifies one as a DBS Treasures client. They enjoy an extensive array of financial and investment opportunities with personal RM on wealth management matters. In recent years, DBS has witnessed an increase of a younger generation attaining this wealth sector. This is a generation that is highly self motivated with unstoppable confidence and entrepreneurship in making new bench marks. Hence with this new target audience in mind, the new Treasures brand proposition was taken on board: ‘New ways of creating wealth for a New Wealth Generation’. From the bold headlines to the choices of model and photography styling, each details were carefully taken into consideration to bring across a refreshed brand image that is on-path with the unstoppable confidence of the new wealth generation.
DBS Treasures Brand refresh
Outdoor ads An unstoppable message that stopped people in their tracks.
DBS Treasures Brand refresh
DBS Treasures Brand refresh
Always in control 24/7. • Home Page Pweb Banners • Digital Online Banners • Social Media Posts • Digital Brochures For the self-service generation that wants information right here, right now.
DBS Treasures Brohcures Branding & Design
Different languages A5 Printed and tablet sized digital brochures targetted at speciďŹ c audiences
DBS Treasures Private Client Sales Kit Branding & Design
areas : Interactive Brochure Communications client : DBS Bank Ltd. GSMC & Wealth Team roles : Art Direction, Design, Visualization and Brand Overview cd: Chris Lim
cco: Chris Chiu, Neil Johnson
Tablet sized digital brochures targetted at speciďŹ c audiences
DBS IWealth Campaign Launch areas : Campaign Launch client : DBS Bank Ltd. GSMC & Wealth Team roles : Concept, Art Direction, Design, Visualization and Brand Overview art: Lynn Hew cd: Francis Ooi and Chris Lim cco: Neil Johnson
Full Page Launch Ad
DBS IWealth Campaign Launch
Online and Mobile Ads Because they’re always on the go, we had to ensure our messages would reach them whenever they went.
POSB Chat Banking POSB Campaign Launch areas : Campaign Launch client : DBS Bank Ltd. CBG Consumer Banking roles : Concept, Art Direction, Design, Visualization and Brand Overview creative group head lead / writer: Juliana Koh cd: Francis Ooi
Mobile Ad
Full Page Press Ad
POSB Chat Banking POSB Campaign Launch
Various Online Banners
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Social Advertising Facebook Post and Video
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POSB Chat Banking POSB Campaign Phase 2 Launch areas : Campaign Launch client : DBS Bank Ltd. CBG Consumer Banking roles : Concept, Art Direction, Design, Visualization and Brand Overview creative lead / writer: Juliana Koh
cd: Francis Ooi
Electronic Direct Mailer
Full Page Press Ad
POSB Chat Banking POSB Campaign Phase 2 Launch
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Social Advertising Facebook Post and Video
Pweb Carousel on POSB Home Page
DBS + POSB Chatbot areas : Campaign Launch client : DBS Bank Ltd. CBG Consumer Banking roles : Concept, Art Direction, Design, Visualization and Brand Overview creative group head lead / writer: Juliana Koh cd: Francis Ooi
Chatbot Character/Mascot
Pweb Carousel on DBS Home Page Product Page on DBS Website
DBS + POSB Chatbot
Chatbot Character/Mascot
Pweb Carousel on POSB Home Page Product Page on POSB Website
DBS Live More Bank Less 1 minute corporate brand video areas : Regional Brand Campaign client : DBS Bank Ltd. GSMC roles : Concept, Art Direction, Design, Visualization and Brand Overview writer: Grace Lim co-art: Ferooze Tabrani cd: Francis Ooi and Chris Lim
The key objective of this video was to deliver the new promise by DBS Bank helping customers Live more, Bank less. It is an awareness communication targeting the mass audience. Whether the viewers are potential account holders, wealth or corporate customers, it was designed to give them emotions that DBS is a bank that really makes banking joyful, yet having a reputation of being Asia’s safest and strongest bank to rely upon. It was meant to give an ‘Unbank’ and uplifting image that feels for the living of it’s customers from their perspectives. Meanwhile, portraying how innovative thinking and technology in DBS can make everyday banking so much easier and invisible, so that people can make the most out of their lives.
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DBS Live More Bank Less 1 minute corporate brand video
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DBS One.Tap MasterCard
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NFC contactless mobile payment
areas : Campaign Launch Identity client : DBS Bank Ltd. CBG Consumer Banking Group roles : Concept, Art Direction, Design, Visualization and Brand Overview writer: Scott Issac cd: Francis Ooi
DBS launched the Singapore’s first virtual credit card on a mobile phone, DBS One.Tap. It allows users to make secure mobile payments through an NFC-enabled mobile phone at over 30,00 merchant acceptance points islandwide, from restaurants and cinemas to taxi trips. A logo and card face was created to kick start the whole new experience. The simplicity of the card face design was made up by a set of radiating lines edging out the shape of a credit card in a representation of contactless payment. Over a few months, a series of collateral are rolled out nation wide. An activation idea was planted in Lido Cineplex where passersby and movie patrons with NFCenabled mobiles were encouraged to tap their phones on Tap&Win booths. Through their mobile phones, winning participants get notified of their prizes. Random winners were picked behind hidden cameras to be showered with a spot-lit red carpet movie star treatment, flanked by glamour ushers, body guards, fan mobs and camera flashes.
Main Branch Supergraphics Taxi Wrap
DBS NFC One.Tap Digital Card Face
DBS ATM Cash Machine Screen
National Article
Direct Mailer with a Sliding Window Panel
Covering Envelope
Front
Reaveling Card & Primary Info
Full Page Press Ad
Inside Spread
Back
DBS One.Tap MasterCard
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NFC contactless mobile payment
Campaign Launch On-ground Activation
Activation Booth
POSB Cashpoint: Human ATM POSB Cashpoint Launch Campaign areas : Campaign Launch client : POSB Bank – DBS Bank Ltd. roles : Concept, Art Direction, Design, Visualization and Brand Overview writer: Low YH head of art: Benson Toh cd: Francis Ooi and Chris Lim
As part of DBS, POSBank is the most popular bank in Singapore. On 7 November 2014, POSB Cashpoint was launched; giving all POSB and DBS customers the option of convenient cash withdrawals at Sheng Siong super-market, 7-Eleven, SingPost and Guardian outlets. It’s the first of its kind in Singapore, where customers can withdraw up to $80 with any 7-Eleven purchases or up to $5,000 with any transaction done in SingPost island-wide. The team came up with the idea of a ‘Human ATM’ using a makeshift box over a person as a quirky mascot for the campaign. In line with the POSB ethos of ‘Neighbours first, bankers second’, a light-hearted launch video was produced alongside print and digital campaign materials. Prior to the launch, a quirky video documented the pre-launch activation in a few locations around Singapore. Representing an army or a team of ‘Human ATMs’, they prepared themselves for the launch date, and the group ‘worked out’ in prominent public areas, and enjoyed great social media awareness.
Real-size Standees Positioned Next to selected POSB ATM Machines
POSB Cashpoint: Human ATM POSB Cashpoint Launch Campaign
Pre-Launch Activation Video
Campaign Launch Video
BMW Connected Drive pitch campaign areas : Campaign Launch Ide client : Performance Motors Limited, BMW roles : Concept, Art Direction, Design, Visualization and Brand Overview cd: Thomas Yang cco: Neil Johnson
Pull Out Launch Press Ads (Teaser)
BMW Showroom Installations
This is a pitch for the launch of BMW ConnectedDrive. The BMW ConnectedDrive is a technology packed full of services and apps that connects the drivers closely to everything that matters. From the essential GPS driving assistance to online organizers and 24Hrs concierge services to locate nearest amenities, its chief purpose is to make tasks easier to perform, to free up time for other important things in our lives. With the existing ConnectedDrive vertical line graphic, we further enhance the idea of getting from Point A to Point ‘Be’ (where the audience want to be) by extending the line graphic outwards as map-out routes. All campaign ads are visually divided by the graphic with one end reflecting the features that ConnectedDrive offers and the other end showing images of daily solutions or lifestyle destinations. Our execution plays down the usual overwhelming car imagery, as we enhance the experience of where and how the audience want to ‘Be’.
Pull Out Launch Press Ads (Reveal)
BMW Connected Drive pitch campaign
Campaign Launch Press Ads
Cheque Incentives Direct Mailer
=ability campaign Pitch for National Council of Social Service areas : Campaign Pitch client : National Council of Social Service roles : Concepts Development, Art Direction, Design, Visualization and Brand Overview writer: Rachel Chew co-art: Ferooze Tabrani cd: Francis Ooi and Chris Lim
The team was invited to a pitch for NCSS awareness campaign for Persons with Disabilities (PwDs). The brief was to build empathy, promote an inclusive community, and educate on etiquette. The strategy is an attempt to shift the apathetic to be positive by bringing PwDs abilities in the workplace to the forefront in the media. Instead of a government campaign with one big burst, the team propose to create a ground up movement from the PwDs. They live, play and work among us. In talent, skill and passion they are equal in ability. We want to bring them together with companies and community to shift the equation. From their usual message of ‘We are able’ to ‘Together we are able’. From ‘disability’ to ‘equal ability’. A brand identity was created with purple representing disability awareness. The equal symbol crosses out ‘dis’ in disability to turn it into ability. Working with corporations, the launch campaign celebrates the abilities of PwDs. Nothing is said about their disability, beyond what is shown visually. Instead, we hear about their passion, their talent and their skills.
Campaign Logo
Series of Double Page Press Ads
=ability campaign Pitch for National Council of Social Service
Digital Landing Page
Finale Event on City Hall’s Padang Field
Social Event : Blind Yoga Social Media of Mechandise Worn by Celebrities
Website for Purple Parade
Social Media on Purple Parde Online Pweb and Facebook Posts
Jewel at Changi Airport Branding areas : Campaign Identity client : Singapore Chngi Airport roles : Concept, Art Direction, Design and Visualization cd: Joel Chin and Chris Lim head of tribal ddb: Jeff Cheong
Changi Airport will be launching Project Jewel, scheduled to open by the end of 2018. It is envisaged to be a world-class lifestyle destination with outstanding architecture and an exciting myriad of lifestyle offerings. Its aim is to enable Changi Airport to capture greater tourism mindshare and strengthen its appeal as an air hub. It offers a wide range of retail and dining, targeting both local residents and travellers using the airport. Branding was required for this icon: The logo was developed from the essence of the crisscross architectural structure of the glass dome that encapsulates Project Jewel. The choice of colour reflects the natural gradients of blue and green. The specific cropping and positioning of its steel-like crisscross graphic turns it into a graphical representation of ferns, leaves and nature to give the brand an identity that is modern with a refreshing, natural touch.
Paper Bag
Business Card
Corporate Letterhead Envelopes Paper Bag
Lanyard Corporate Powerpoint Slights
Jewel at Changi Airport Campaign Proposals areas : Campaign Proposals client : Singapore Chngi Airport roles : Concept, Art Direction, Design and Visualization writer: Sarach Chan head of tribal ddb: Jeff Cheong
The Construct of the Symbol
Jewel Canopy
The Symbol
Graphical Application The graphic can be split into four trees to signify the four terminals. Their branches and leaves are free to ‘grow’, just as the airport continues to expand with activity and progress.
The Jewel Canopy captures the beauty of aviation in garden city Singapore. The concept highlights Changi Airport as a hub of connections, for both air travel and people. It uses a forest canopy to symbolise crisscrossing flight paths in one of the world’s busiest transit hubs. Singaporeans and tourists also gather here to enjoy its many attractions and offerings. Hidden jewel shapes are thus created using negative space, so it feels as though you are looking through the canopy into a garden of activity. Overall, the canvas produces a spiritually uplifting effect. By using nature as a motif, the Jewel Canopy turns Project Jewel’s construction stage into one of metamorphosis. The Jewel Canopy symbolises a grand project coming to life, documenting how it blossoms into a modern-day Garden of Eden. Whether you’re a traveller here for the first time or a Singaporean leaving for a holiday, the sight of the Jewel Canopy is revitalising and full of promise.
Nature Takes Flight
Display under day-light
Sculptural Display
Cocoon-shaped Resting Pod with Over-head Display
Global flight paths projected on a sweeping canopy produce a calming, serene overhead display. The canopy is hoisted up by tree-like structures made of material similar to aircraft bodies.
Extending the installation to ground level, the flight path canvas is replicated inside cocoon-shaped pods. Weary travellers in transit or local shoppers may rest here, soothed by the calming display.
Evening display
‘Nature Takes Flight’ is centered on how air travel connects people with places. As society advances, people travel more than ever. The ‘Nature Takes Flight’ installation visualises the world’s daily flight data to represent the growing human connections enabled by air travel. The installation transforms the bustle of air travel into a calming, serene display. Projected on a ceiling canopy, the installation charts the daily movement of planes and people and brings out how meaningful these arrangements can be. It is interactive, allowing visitors to select their starting point and get a unique view of their plane’s journey. As day changes into night, the flight paths are illuminated. The canopy spreads across and amongst the blooming lush greenery of the Jewel Terminal. As a whole, this brings the pulse of the sky’s journeys closer to visitors in one of the world’s busiest transit hubs. The concept can be extended to seating areas on-ground, or to merchandise such as posters, postcards, t-shirts, and scarves. ‘Nature Takes Flight’ is a way to take home the memory of a meaningful route; a memory that began, or was completed, at the Jewel Terminal.
Singapore Changi Airport pitch areas : Campaign Pitch client : Changi Airport Group (Singapore) Pte. Ltd. roles : Art Direction, Design, Visualization and Brand Overview cd: Joel Chin and Chris Lim
The team was invited to pitch for Singapore Changi Airport. As the world’s busiest airport, SCA offers all travellers and local visitors a wide range of services, from top-end business lounges to children entertainment, from restaurants with diverse cuisines to trendy fashion boutiques. Taking inspiration que from the architectural shape of SCA’s skyline, which is mainly a composite of the distinctive control tower with the over-arching glass dome Jewel where all it’s terminals will be linked up in the near future, an outline of the campaign’s key visual was being laid down. The idea is to use this outline as a open canvas to be filled with a juxtaposition of distinctive icons that represent each services that SCA offers. This treatment met the objective of creating a series of impressive yet harmonizing visual arts that gave this new branding an unique, diverse, stylish, yet distinguishable look.
Key Visual for Bars, Cafés and Restuarants
Key Visual for 1st Class and Business Lounges
Key Visual for Children’s Playgrounds and Entertainments
Architectural Inspiration for Campaign’s Key Visuals
Key Visual for Destinations Promo : Harbin China
Architectural Inspiration for Campaign’s Key Visuals
Key Visual for Fashion and Shopping
National Gallery Opening DBS Live More Campaign areas : Campaign Launch client : DBS Bank Ltd. GSMC roles : Art Direction, Design, Visualization and Brand Overview co-art: Ivan Yeh cd: Francis Ooi and Chris Lim
The Singapore National Gallery opens it’s doors to the public on the 24 November 2015. It was a historical milestone for the country and DBS Bank was proud to be part of it as a founding member. An announcement campaign was required to introduce DBS Singapore Gallery during this opening season. The building had been an essential icon in Singapore history, it had seen through the times of British Singapore, the Japanese Occupation, major events that led to the independence of Singapore, and numerous national parades. To bring out the grandeur of this icon, a graphical painting-like angle was adopted for the campaign visual approach. With a wealthy archived of knowledge and culture of the nation’s past journeys, comes possibilities in the future generation. A young talent deployed in the key visual further demonstrates the hopes, the dreams, the sparks in this future generation. This awareness campaign also happen to be on path with the launch of the DBS ‘Live More’ brand campaign.
Double Center Page Press Ad
Digital Landing Page
S.U.R.E
a national information literacy initiative areas : Campaign Identity client : National Library Board Singapore roles : Concept, Art Direction, Design, Visualization and Brand Overview cd: Joel Chin and Chris Lim head of tribal ddb: Jeff Cheong
In this age of information overload, Singaporeans don’t bother to validate what they see/hear/read before passing it on, causing misinformation, confusion or even fraud. National Information Literacy Programme (NILP) is an under-developed section of Singapore National Library Board. Our team won the pitch with a task to brand NILP and launch a public campaign for the first time. The mission was to drive the importance of info literacy and equip Singaporeans with the ability to deal with information overload and credibility. The outcome was a naming of the campaign with a catchy acronym S.U.R.E. It’s branded with a friendly cloud shaped logo as a visual stand-in for information haze, symbolizing the ability to see through information clutter. In addition, a series of illustrative ads and posters were created and applied to appropriate media contexts as powerful thought-provokers. They exposed the breadth of most often shared and commonly misinformed types of news.
A Series of Awareness Posters and Press Ads
Campaign Logo
Initial Proposed Logos
Awareness Posters within National Library
S.U.R.E
a national information literacy initiative
Lenticular Outdoor Press Ads
Outdoor Press Ads
Entrance Door Decals
Awareness Posters, Screens and Stickers on Book Covers within National Library
Wall’s ice-creams Design Brief for Ice-cream cart design areas : Initiative Design Brief Pack client : Unilever roles : Concept, Art Direction, Design cd: Francis Ooi cco: Neil Johnson
Front and Back Covers
Content Spreads
The sight of an elderly ice-cream uncle with his Wall’s ice-cream cart once roamed the streets of this island nation. Many Singaporeans have grown up with these iconic sights, sounds and tastes these carts provide. However, these traditional sightings are fading in modern Singapore today. Besides a brief introduction to these disappearing sights, this initiative booklet was designed as a creative brief for Polytechnic students and young enthusiasts to rejuvenate the design for these carts. To make them hip again and attractive to the youth, the elderly and the holidaymakers, while preserving its cultural integrity. The result is a contemporary modern design approach that’s quirky, warm and inspiring.
I Scream for Ice-cream Wall’s Goodbye Serious, Hello to Joy areas : Campaign Proposal client : Wall’s Ice-cream roles : Concept, Art Direction, Design and Visualization writer: Jason Hall cd: Vinob Savio
The brief was to create awareness for Wall’s Ice cream’s new Joy campaign. The challenge is that, as we grow older, we become so busy with work and social activities that we become stressed and anxious adults. When this happens, we completely forget the simple joys in life that make us happy. However, we know everyone has the capacity to be happy, so the campaign idea was to provide a reason to say goodbye to serious, and hello to joy! Wall’s install Screambooths around Singapore in busy, stressful areas. People are invited to go inside the booths and scream for joy! Whoever screams for joy the loudest, will win a sweet surprise from Wall’s. Finally, Sweet snippets from the Screambooths will be shared online, encouraging more friends to participate.
Campaign Graphic
Scream Booth
Scream Machine with Digital Display Screen and Rewards Tray
DBS Altitude American Express and Visa Card DBS Altitude Cards Campaigns areas : Campaign Launch client : DBS Bank Ltd. CBG Consumer Banking Group roles : Concept, Art Direction, Design, Visualization and Brand Overview writer: Low YH cd: Francis Ooi and Chris Lim cco: Neil Johnson
Travel is becoming increasingly important to the average consumer in Singapore. The competitive landscape currently shows an increased buzz for miles as travel becomes more affordable to consumers. More tie-ups between card companies and merchants are being formed to get consumers to convert their spending into miles. Hence, the miles earn rate is a key factor consumers consider before deciding which card to sign up. The client needed a clear, singleminded overarching message that reflects the Altitude Card. The result -–- a campaign that positions DBS Altitude Card as the fastest way to earn miles. Leveraging the key benefit of 3 miles per dollar spent, this integrated campaign aims to overtake key credit card competitors. The art direction communicates ‘fast’, using a sense of motion. It exudes a certain class that resonates with our well-heeled travellers.
Full Page Press Ads
Full Page Press Ads
A5 Size Direct Mailer Three Quarter Cover Flap Folded From Botom Up
C5 Diect Mailer Envelope
A5 Size Direct Mailer Contents Revealed With Flap Fully Extended
DBS Altitude American Express and Visa Card DBS Altitude Cards Campaigns
Outdoor Bill Boards and Banners in Airport, Tanglin Mall, Ngee Ann City and Taxi Wrap
Light Box Bill Board and In-Branch Supergraphics
In-Branch Posters and Standees
DBS Cashline Quick Credit App DBS Re-Branding Campaigns areas : Campaign Launch client : DBS Bank Ltd. CBG Consumer Banking Group roles : Concept, Art Direction, Design, Visualization and Brand Overview writer: Vivian Chong cd: Francis Ooi cco: Neil Johnson
Cashline is a standby line of credit targeting those who hold multiple credit cards with different banks and are motivated by low interest rates with a fast approval time. With the intention to drive sign-ups from customers who are beefing up their spending power or from those in need of cash, DBS introduced a first-of-its-kind; the Quick Credit app. This app allows our mobile phone-savvy audience to speed up the loan process at their convenience. Simply download the app, snap their identification documents, complete the form and send it. Concurrently with the launch of the new DBS branding, this campaign was the first of many to be rolled out. From the concept of linking the product with a simple action of taking a selfie, to the choice of talent, expressions and mood of photography, a quirky yet authentic image was created. Its objective was to move away from the usual, over-polished model look that’s prevalent with most banking communication, and to create rapport with DBS customers.
Full Page Press Ads MRT Train Window Decals and Panels for all underground line
Half Page Press Ads
DBS Cashline Quick Credit App DBS Re-Branding Campaigns
In-Branch Pull-up Banners and Outdoor Supergraphics
In-branch Que Belt Hanger and Posters for DBS ATM Cash Machine
DL Size Take-one Leaflet
DBS Cashline 2015 Campaign areas : Campaign Launch client : DBS Bank Ltd. CBG Consumer Banking Group roles : Concept, Art Direction, Design, Visualization and Brand Overview writer: Kelvin Poh cd: Francis Ooi cco: Neil Johnson
Cashline is a standby line of credit for people holding multiple credit cards with different banks. They are attracted to a low interest rate with fast approval time. In a fiercely competitive segment, DBS offers the lowest rate in town, at 8.88% p.a. for the first year. The objective is to drive people to take advantage of this rate and sign up, while promoting the already-existing Quick Credit app which enables online application by using your mobile phone. The communication is simple and direct, with low rates and fast approval the main message. A quirky and stylish visual interpretation of speed is taken to really engage DBS’ customers.
In Branch Poster On Standee
In Branch Poster
Facebook Post and P-Web Banner
DBS Cashline 2015 Campaign
In Branch Pull up Banners, Digital Posters, Standee, Supergraphics and Hanging Mobiles
ATM Posters
Branch Outdoor Supergraphics
DBS IWealth™ Treasures DBS Re-Branding Campaigns areas : Campaign Launch client : DBS Bank Ltd. GSMC & Wealth Team roles : Concept, Art Direction, Design, Visualization and Brand Overview cd: Francis Ooi and Chris Lim cco: Neil Johnson
DBS iWealth is an alternative online banking service for its digital savvy customers in their Wealth sectors. The audience consists of Treasures customers with at least S$350,000 in investments or assets under management with DBS Bank, as well as Private Bank customers with investments of at least S$5million. These customers would already have close ties with their Relationship Managers (RM) on a day-to-day basis, but they are now given an even more convenient way to manage their investments. With frequent updates of market currency and commodities trends, along with the latest insights and market news, as well as a round-the-clock online RM. Taking the lead in the Wealth sector, it is one of the first campaigns to initiate the new, refreshed modern image of DBS. The choice of talent, expression and photography style was closely directed to portray an authentic image. Its aim was to move away from the usual polished model look that’s pervasive among financial institutions, and to create compelling conversations with DBS customers.
Half Page Press Ads
Full Page Press Ads
Digital Online Applications
Various Out Of Home Bills Boards along Orchard Road and Banners at Treasures Branches Island-wide
DBS Treasures areas : Campaign Launch client : DBS Bank Ltd. GSMC & Wealth Team roles : Concept, Art Direction, Design, Visualization and Brand Overview cd: Francis Ooi and Chris Lim cco: Neil Johnson
DBS Treasures is part of DBS Wealth Management services. DBS Treasures clients can enjoy an extensive array of financial and investment opportunities with personal attention from their Relationship Managers on wealth management matters. They are also presented with regional lifestyle privileges ranging from hotels to luxury travel services. Maintenance of more than S$350,000 in investments or asset under management with DBS Bank qualifies one as a DBS Treasures client. Treasures campaigns adopt a simple and personal approach with the choice of talent, expression and mood of photography style closely directed to portray an authentic image. Its aim was to move away from the usual polished model look that’s pervasive among financial institutions, and to create compelling conversations with DBS customers.
Photography suite of talents
Various Out Of Home Bills Boards, Pillars, Travelators and Banners near Treasures Branches Island-wide
Animated Digital Posters in Treasures Lounges islandwide
Digital Online Banners
DBS Treasures DBS Tactical Campaigns areas : Campaign Launch client : DBS Bank Ltd. GSMC & Wealth Team roles : Concept, Art Direction, Design, Visualization and Brand Overview writer: Joseph Seah cd: Francis Ooi cco: Neil Johnson
DBS Treasures is part of DBS Wealth Management services. Its clients possess more than S$350,000 in investments or asset under management with the Bank. Besides enjoying personal attention from their Relationship Managers on wealth management matters, they are presented with regional lifestyle privileges ranging from hotels to luxury travel services. This campaign is a tie-up with SIA (Singapore International Airlines) to increase new sign-ups from a wider range of the wealth audience, giving an incentive of 40,000 KrisFlyer miles. It is a tactical approach focusing on the destinations of where one can fly to with 40,000 KrisFlyer miles. The simple split-flap destination display was also used to give the campaign a simple, effective visual branding.
Animated Digital Media Space within Singapore International Changi Airport
Long Banner within Nee Ann City Main Lobby Hall
Bill Boards, Super-graphics and Outdoor Banners at various locations within the vacinities of DBS Treasures Branches
On-ground Activation Have remote-control luggages moving around in shopping malls. These luggages can zoom around and act as ‘live’ ambassadors to inform passerbys about the 40,000 miles promotion.
DBS Treasures
DBS Treasures is part of DBS Wealth Management services. Its clients possess more than S$350,000 in investments or asset under management with the Bank. Besides enjoying personal attention from their Relationship Managers on wealth management matters, they are presented with regional lifestyle privileges ranging from hotels to luxury travel services. Matt gold and black are the predominant colours used on all above and below-the-line collateral. Annual seasonal greetings and invitation cards are essential requirements to be created to further enhance the clients’ privileged experiences. ‘Class’ is the key design essence to be maintained in all collateral. An example of that is an interactive mailer using subtle champagne glass graphic.
areas : Clients Greeting Mailers client : DBS Bank Ltd. Wealth Team roles : Concept, Art Direction, Design, Visualization and Brand Overview writer: Sarah Chan cd: Francis Ooi
Celebrative Mailers for Local and Overseas Treasures Members
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Celebrative Mailer for Local Treasures Members with Vouchers to Retreat Spas and Fine Dinings With each voucher drawn out, a decreasing levels of champion are reveal within the die-cut out glass
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Celebrative Mailer for Overseas Treasures Members Interacting with the paper device on the cover reveals the celebration message and fills up the glass of champion
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DBS Treasures Welcome Pack and Off-shore Brochure areas : Campaign Brochures Design client : DBS Bank Ltd. GSMC & Wealth Team roles : Concept, Art Direction, Design, Visualization and Brand Overview writer: Rachel Chew cd: Francis Ooi and Chris Lim
In the early part of 2015, DBS launched the Sparks Campaign as an overall initiation to refresh the DBS brand. DBS Wealth Management services played a vital role here. As part of the Wealth sector, DBS Treasures requires a whole new brand refresh on it’s below-the-line collateral. The brief was redesign their digital/print welcome packs for onshore customers, together with materials required for running their first offshore acquisition drive. Targeted Treasures clients possess more than S$350,000 in investments or asset under management with the Bank. A new clean design approach was adopted in these collateral, a subtle play with their sparks icon that derives from the DBS clover shaped logo. A huge move-on from the previous dated collateral, emphasis was placed on design spaciousness that demonstrates a better sense of class and luxury.
Off-shore 8PP Brochure Front Cover
First Reveal
Second Reveal Full Extend
Welcome Pack 24PP Brochure
Back Cover
DBS PayLah! Apple Watch areas : Campaign Launch client : DBS Bank Ltd. CBG roles : Concept, Art Direction, Design, Visualization and Brand Overview cd: Francis Ooi and Chris Lim cco: Neil Johnson
The much appreciated launch of the Apple Watch got many Singaporeans very excited. The Apple Watch opens up exciting new opportunities for apps with its convenient accessibility on the wrist. DBS has always claimed to be a leader in innovation. The objective of this campaign was to amplify that fact on the launch date of the Apple Watch via the announcement of DBS PayLah’s availability on the watch. Users do not need to download a separate app from iTunes for the Apple Watch, they just need to enable PayLah! via the watch settings with a Bluetooth sync. DBS Paylah! is a mobile app that allows users to pay one another with ease. Our approach was to set aside DBS brand guidelines and go more in-line with Apple’s clean, confident outlook and messaging. The pure simplicity of this campaign took on a refreshing look that was well received by both the bank and the public.
Banner Ad on DBS website
Facebook Post Full Page Press Ads
DBS Treasures Private Client areas : Campaign Press Ads and Mailers client : DBS Bank Ltd. Wealth Team roles : Concept, Art Direction, Design, Visualization and Brand Overview writer: Cozette Hendricks cd: Francis Ooi cco: Neil Johnson
Full Page Press Ad for Asia Treasures Lounge at Singapore Changi Airport
The DBS Treasures Private Client (DBS TPC) is the mid-range of the three main tier of DBS wealth management services, below the higher tier counterpart DBS Private Banking (DBS PB) and above DBS Treasures. They seek clients who could invest S$1.5million/HKD8million and more. Their unique selling proposition is that their clients enjoy ‘The best of both worlds’, uniquely pairing expert wealth management with personal banking convenience. This USP was communicated in both above and below-the-line collateral ranging from press ads on international investment publications and online advertising, to in-branch brochures. A much lighter silver tone was applied predominantly on all its branding to differentiate it from DBS PB. Sophistication is the key approach in both writing and visuals.
Full Page Press Ad
Full Page Press Ad for Multi-Currencies Campaign
Back Envelope Wrap Press Ad on Wall Street Journal Front
Direct Mailer
Envelope Revealing Sleeve
Sleeve Revealing Folder Brochure
DBS Wealth Team Relocation Announcement Pamphlet
Folder Cover
Folder Revealing Brochure
DBS Private Client areas : Relationship Managers Sales Kit and Invitations client : DBS Bank Ltd. Wealth Team roles : Concept, Art Direction, Design, Visualization and Brand Overview writer: Cozette Hendricks cd: Francis Ooi cco: Neil Johnson
DBS Private Bank Sales Kit Brochure: 36PP printed with Matt Silver Special Spot Colour
Using the insight that Asia is creating wealth faster than anywhere else in the world, DBS takes the position of a bank born and bred in Asia, and able to tailor-make Asia-centric investment solutions to grow and protect their clients’ wealth for generations to come. DBS Private Bank (DBS PB) is the top-tier of their wealth management service, catering to clients who could invest S$5million/HKD25million and more. A silver metallic texture is used together with a hint of DBS red against a predominant dark grey to give this first- class service a premium brand recognition. The branding was seen through all related collateral ranging from invitations to major press ads. DBS PB Relationship Managers provide their client with holistic solutions on both their clients’ private and business needs. A PB sales kit brochure was specially conceptualized and designed to further equip them on their mission to attract potential clients.
DBS UnionPay Platinum Debit Card Launch areas : Campaign Launch client : DBS Bank Ltd. CBG, Cards roles : Concept, Art Direction, Design, Visualization and Brand Overview writer: Grace Lim cd: Francis Ooi and Chris Lim
In the Chinese mainland, UnionPay cards have the largest acceptance network. You can pay with UnionPay cards at the POS terminal at almost all merchant locations, and all ATMs nation wide accepts it for RMB cash withdrawals. The main target audience are the frequent busniess travellers form Singapore to China. DBS UnionPay Platinum Debit Card was launched with a message that highlighted the card as the only debit card anyone will need in Singapore and China. Hence a ‘hassle free’ brand image’ was breath into the launch campaign. The card is designed with a linear graphic line that demonstrates a union of Singapore and Shanghai skylines.
The initial proposition was aimed at both Chinese Nationals and Singaporean to possess a duo cards system that allows direct cash withdrawals in both countries. Hence the idea of using the Chinese character that represents duo: ‘Shuang’. This character is also an auspicious symbol in Chinese culture which added values to the card in China. Final Debit Card for DBS UnionPay
Proposed Debit Card Design for DBS UnionPay
Facebook News on the Launch
Chinese Half Page Ad
English Half Page Ad
Welcome Packs and DL Size Take-one Leaflet
Manulife Brand Design guidelines areas : Campaign Launch client : Manulife Financial roles : Design and Visualization writer: Cozette Hendriks art: Ferooze Tabrani cd: Francis Ooi and Chris Lim
Manulife is a leading Canada based financial services organization that has been around for 125 years. They have principal operations in Asia, Canada and the United States. Manulife Singapore was established in 1980, it provides a one-stop life insurance, retirement and wealth management solutions. It distributes products through a number of specialist partnering banks and financial advisory firms. Spear headed by a fresh campaign launch; ‘Ready for life’, objective was set to refresh it’s local brand look while retaining a corporate association to it’s mother brand in Canada. On a response to a design brief, white was extensively used in replacement over the pre-dominating green mix to freshen up the entire brand. This is then followed by a subtle hint of corporate green applied in various ways that enhance sophistication.
Final Launch Bill Boards and Posters
Brand Guidelines
BTL : Champion Products Overview Pamphlet and various A5 to DL Product Pamphlets Product Pamphlets
Frontline Magazine Ad
DBS Credit and Debit Cards Cards Design areas : Design and Branding client : DBS Bank Ltd. Cards roles : Art Direction, Design and Brand Overview co-art: Irene Lau cd: Francis Ooi and Chris Lim
UnionPay Debit Card: The initial proposition was aimed at both Chinese Nationals and Singaporean to possess a duo cards system that allows direct cash withdrawals in both countries. Hence the idea of using the Chinese character that represents duo: ‘Shuang’. This character is also an auspicious symbol in Chinese culture which added values to the card in China. The proposition was changed at a later stage and hence the final design was simplified to a linear graphic line that demonstrates a union of Singapore and Shanghai skylines. Black Card: Aimed at a range of audience in their late 20s to early 40s who enjoy a good range of night life activities in bars and restaurants, who are into branded labels and loves frequent vacations in overseas destinations. Apart from the DBS and Visa/Amex Logo, the initial bold idea was to have the entire card tinted with gun metal black and just subtle touches of the DBS colver motives. Business Cards: A suite of business cards that cater to SMEs of all sizes. Ranging from MasterCard® World Business Card designed for the frequent business traveller to Visa Platinum Business Card and Visa Business Advance Debit Card, which are multi tasking credit cards that let one do business on his/her own terms.
Proposed Debit Card Design for DBS UnionPay
Final Debit Card for DBS UnionPay
Proposed Visa Credit Card Designs for DBS Black Card
Final Amex and Visa Credit Card Designs for DBS Black Card
MasterCard and Visa Credit Card Designs for DBS Business Card
POSB Smiley National School Saving Campaign areas : Campaign Launch client : DBS Bank Ltd. POSB roles : Art Direction, Design, Visualization and Brand Overview writer: Joseph Seah digital art head: Siow Wei cd: Francis Ooi and Chris Lim
Gone were the good old values of saving up and thrift in many Singapore’s primary school kids today. The brief was to use POSB to inculcate and teach children the values of savings in a fun and engaging manner. The National School Savings Campaign 2015 was a 10 months long program collaboration between POSB and the Ministry of Education. Targeted at primary school kids and parents, it was rolled out in various above the line and online media. The programme kicked off with a launch event graced by the Minister of Education. The classic POSB Smiley Squirrel was reintroduced with a modified brand image. Smiley stamp cards which encourages savings among children were distributed. The campaign was also driving traffic to a Smiley Town App that serves as a fun and educational platform. The awareness programme was rolled out nation wide in schools and educational bodies.
Masthead Design
Full Page Print Ad
Masthead Applied throughout Events Hoarding, Stands, T-shirts and Collaterals
DBS Expatriate Programme areas : Campaign Launch client : DBS Bank Ltd. CBG Consumer Banking Group roles : Concept, Art Direction, Design, Visualization and Brand Overview writer: Scott Issac cd: Francis Ooi
DBS Expatriate Programme is comprehensive suite of services designed for expatriates. It caters to all their savings, payment and personal accident protection needs to help them integrate into Singapore. It offers useful information ranging from salary crediting, taxes, to billings and actively engage them with regular events. An idea to help expatriates feel at home almost instantly after touching down in Singapore was proposed. A cozy condominium environment with a nice window view of Singapore skyline was cleverly parked on the open exit doorway of a landed plane’s interior. This execution dramatises the scenario of an expatriate stepping right into the living room upon their arrival. A series of press ads are produced in different languages catering to the most popular groups of expatriates in Singapore.
Full Page Press Ad in Japanese Financial Articles and Magazines
Full Page Press Ad in Expats Living Magazine
Double Page Press Inserts for Annual City Guide Proposed Idea for Double Page Press Ad
Emailer
DBS Cashline areas : Campaign Identity client : DBS Bank Ltd. CBG Consumer Banking Group roles : Concept, Art Direction, Design, Visualization and Brand Overview writer: Teresa Ong cd: Francis Ooi
Cashline is a standby line of credit targeting those who hold multiple credit cards with different banks and are motivated by low interest rates with a fast approval time. DBS Bank was offering a compelling low interest rate of 9% for 9 months and hoped to drive sign-ups for the product from customers who are planning to beef up their spending power or from those in need of cash. From a series of presented concepts to refresh the campaign for Cashline, DBS decided to go with a simple, strong visual approach, emphasizing its 9% interest rate. Art-directing a bundle of 100 dollars notes into the shape of a numerical number 9 within a nostalgic homely environment, an impactful message was created to bring across the notion of a cash ready scenario. The campaign rolled out on several media buys ranging from newspapers, pamphlets, train decals, to online banners.
MRT Train Stations Door & Window Decals
DL Size Take-one Leaflet
Full Page Press Ads
Half Page and Strip Press Ads
DBS Bank Branches Main Door Decal
DBS ATM Cash Machine Screen
Alternative Proposal
Give Away Tissue Pack
McDonald’s™ Singapore Meet Share Love Campaign
areas : Campaign Launch client : McDnald’s Corporation roles : Concept, Art Direction, Design, Visualization and Brand Overview team: Joseph Chan
While many adults have fond memories of McDonald’s as an after-school hangout place with friends in their younger years, many now see McDonald’s as a functional place to fill their stomachs. The team was faced with a challenge to re-create the emotional connection to McDonald’s and rejuvenate its declining brand love-mark. Be it online on social networks, or a chance meeting on the street, our insight was that the commonly used phrase “We should catch up!” is often said but seldom carried out. McD’s has always been an integral part of Singaporean lives. So we leveraged the inherent connectivity of McDonald’s to who and what matters the most. Branching out from McD’s campaign Meet.Share.Love, we came out with the big idea: MAKING MEET SOON, MEET NOW. For all the times people procrastinated meet-ups, McDonald’s is here to capture it for them, and to rekindle the relationship. We branded the campaign with a quirky name ‘After School’ and a McD’s own school crest. Using the superficial, online relationships, and turning them into a real, intimate gathering of friends at McDonald’s.
Campaign Press Ad
Campaign Crest
In-stall Posters and Super Graphics
Landing Page of Campaign Microsite for users to link up with their facebook profile, key in School Departed Date, the old McDonald’s hang out branch and reunion date.
McDonald’s™ Singapore Meet Share Love Campaign
Awareness live-feed projections & screen displays featuring old schoolmates interacting to form messages via the campaign microsite
Using the image captured on the Campaign’s Mobil App to form the entire collaborated message
Campaign Give Away Ketchup Packards In-stall Posters and Interactive Booth
Campaign Launch TVC Story Board
TATA Communications areas : Campaign Pitch clients : TATA Communications Ltd. roles : Concept, Design, Visualization and Brand Overview writer: Rob Sears art: Ian Boyle and David Brown cd: Will Shepherd ce: Stephen Meade
TATA Communications is a leading global provider of The New World of Communications, it leverages its advanced solutions capabilities and domain expertise across its global network to deliver managed solutions to multinational enterprises. By amplifying the humanity, modernity and energy aspects on their existing brand guidelines, the team began building on a new brand idea: ‘Release The Energy Of Everyone’. With this brand idea, TATA believes that their purpose is to connect the endless energy found among people and to release it to bring new progress and productivity in businesses around the world. A suite of press and online awareness advertising was created along side interactive exhibitions and events. Under a sub-branding named ‘Energised’, many rich-media internal communications was created to share TATA business brand strategy with the global team.
96 Sheets Billboard In Situ
48 Sheets Billboards and Press Ads
Trade Show Stands
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TATA Communications
Press Ads In Situ
Internal Press Ads
Internal E-Newsletter
Internal E-zine and Smart Phone App alexander ng
TATA Communications Formula 1™ areas : Partnership Campaign Pitch clients : TATA Communications Ltd. and Formula 1™ roles : Concept, Design, Visualization and Brand Overview writer: Rob Sears art: Ian Boyle and David Brown cd: Will Shepherd ce: Stephen Meade
TATA Communications is a leading provider of The New World of Communications. Seeking to raise its global profile, TATA announced a multi-year technology service and marketing agreement with Formula 1™ Management. With its undersea cables, TATA Communications will deliver world-class connectivity to all 20 Formula 1™ race locations globally. The joint efforts of our teams in London, New York and Mumbai saw to a successful pitch win. The brand idea ‘Release The Energy Of Everyone’ which we have previously created was further enhanced and infused with a sense of speed along the F1 stories. A large number of high impact communications are proposed to create awareness of partnership and to generate the TATA offices internally with F1 pride. The key message we bring across is that F1 can now achieve new performance levels with TATA’s new levels of connectivity.
Press Ads on Media Magazines
Hardback Account of the Partnership and the F1 Story
VIP Pass On Arrival in Race City and Formula 3 Track Pass
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TATA Communications Formula 1™
Strategically place Billboard on routes to the race event
Trade Show Stands and Business Events
High Impact Direct Mailer with USB Projectors for CEO/CTO
High Impact Gift Pack for CEO/CTO, IT Manager and Team
Events Memorabilia for C-level Executives alexander ng
Mobil 1 East vs West areas : Campaign Identity clients : Exxon Mobil Corporation roles : Concept, Design, Visualization and Brand Overview writer: Rob Sears art: Ian Boyle and Bjorn Altmann cd: Will Shepherd ce: Stephen Meade
Recognised as one of the world’s leading synthetic motor oil brand, Mobil 1 was looking for a distinctive campaign for its Russian branch. A promotional game show idea was proposed to Mobil 1 Russia. In the show, two selected drivers take on a race of a lifetime from their starting points nine time zones apart at opposite ends of the country. Team West will be starting from the world’s traffic capital, Moscow, while Team East in Magadan, a remote town. Their finishing point is Krasnoyarsk, in the middle of Russia. Both drivers are accompanied by a celebrity co-driver and a mechanic support team. A studio-based presenter will follow their progress and issue new challenges. They will be racing across rugged terrains in freezing temperatures and desert winds while discovering Russia and its people.
Billboard for East vs West Challenge
Billboards on Streets of Moscow
Press Ads
Competition Route Map of Russia
Twitter and Online Forums for both Eastern & Western Challenge
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Exxon Mobil Industrial Lubricants Delvac CVL areas : Campaign Identity clients : Exxon Mobil Corporation roles : Concept, Art Direction, Design, Visualization and Brand Overview writer: Alexandria Hill cd: Will Shepherd ce: Stephen Meade
As part of ExxonMobil Lubricants & Specialties, Mobil Industrial Lubricants has an unsurpassed reputation for cutting-edge lubricants with in-depth industry expertise. They deal with some of the most demanding industrial applications and they to achieve new heights in equipment productivity. Our team created a suite of digital and published communications for their whole range of Hydraulic and Synthetic Oil. That includes a desktop digital Owl Widget shaped by cogs and oil that answers any enquiries on Exxon Mobil DTE sectors. A visual identity with a concept based on momentum was also created for the Mobil Delvac CVL products for commercial vehicles.
Animated Digital Owl Widget for Exxon Mobil DTE
3D animated Online Banners for Exxon Mobil DTE
Identity for Mobil Delvac CVL
Photography Treatment
Online Ezine alexander ng
Carbon Trust areas : Campaign Pitch clients : The Carbon Trust roles : Concept, Art Direction, Design Visualization and Brand Overview writer: Rob Sears cd: Will Shepherd ce: Stephen Meade
1 Camouflage along the skyline
2 Thoughts bubble inflated
Carbon Trust is a not-for-profit company providing specialist support to help business and the public sector boost business returns by reducing carbon emissions, saving energy and commercialising low carbon technologies. A creative solution is required to cut through and jolt the interest of time poor, distracted business people with little interest in carbon reduction. Targeting landlords, tenants, investors and developers, a bold visual metaphor of lifting their business with Carbon Trust Thinking was created. It’s a ‘real-surreal’ scenario where thoughts can literally lift buildings and their premises. Scenes of buildings being lifted up high by cloud shaped thought bubbles were created with a mixture of photography and 3D rendering. These idea clouds cleverly reveal what Carbon Trust actually does. One of the bold intriguing proposals was to have an actual size inflated building lifted to a certain height from the city skyline.
3 Balloon starts to lift off
4 Raised above the skyline
Awareness Online Page Take Over Awareness PR Outdoor Events – Inflated Building Balloon Around One Canada Square, Canary Wharf
Engage Landlord Hi-Val Mailer
Awareness Press Ads
Engage Developer Online Page Take Over Engage Investor Press Ads
Engage CFO Press Ads
Engage Developer Press Ads alexander ng
Regus areas : Campaign Pitch clients : Regus plc roles : Concept, Art Direction, Design Visualization and Brand Overview writer: Rob Sears cd: Will Shepherd ce: Stephen Meade
Regus is a global organisation with business centres in 88 countries. They offer companies all around the world flexible workspaces that enable them to do business more effectively. They have offices, meeting rooms, business lounges and the world’s largest network of video communication studios. In a chance to pitch for a new campaign, our team produced a creative route named ‘The Tailored Office’. Outlining office buildings with the silhouettes of modern day business professionals, the visual becomes a metaphor for office space that is tailored precisely to consumers. This core graphic device delivers a powerful message about flexibility and its competitive advantage, with extensions to TV commercials and online 3D animations.
96 Sheets Billboard In Situ
Billboard in London Underground
48 Sheets Billboard and Press Ad Column
Billboard In Situ
30 Seconds TV Commercial
3D Animated Online Banner alexander ng
Cuprinol areas : Campaign and Identity clients : Akzo Nobel N. V. roles : Concept, Art Direction, Design, Visualization and Brand Overview writer: Alexandria Hill cd: Will Shepherd
20 Seconds TV Commercial
Press Ad on Daily Mail Magazine
Protecting and preserving wood for over 75 years, Cuprinol is the leading brand in the Garden Woodcare sector in Britain. They provide a whole range of easy to use treatment products. The Wood Preservation Society (WPS) advises many different aspects of woodcare solutions to help consumers make the most of their gardens. In our creative approaches for WPS, we have been inducing a sense of summery quirkiness, fun-loving and British patriotism throughout. With a classic approach of Before & After scenarios, we came up with a series of press ads featuring different key products. Both the results and the process of art directing it was a jolly fun scene. This was followed by a TV commercial in the following year featuring real people and real winners picked from a competition of the most amazing garden transformation with Cuprinol Products. A series of other proposed outdoor campaigns and related product Logos have been created as well.
Online Home Page
Press Ad on Telegraph Newspaper
Outdoor Campaign
Press Ad on Sunday Daily Mail Magazine
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Hammerite UK areas : Campaign clients : Akzo Nobel N. V. roles : Concept, Visualization and Design writer: Rob Sears art: Ian Boyle and David Brown cd: Will Shepherd
Hammerite is range of Metal Paint Products of Akzo Nobel. The campaign emphasizes the message of longer lasting protection and minimal surface preparation requirement compared to conventional paints. The team’s quirky but intriguing approach was to transport the audience to an extreme environmental situation or extreme product tests where these applied metal surfaces still stand bright and shiny. Visualization on a few ‘documentary poster-like’ press ads gave a boost in bringing these ideas alive.
Extreme Protection, Sahara Desert
Extreme Protection Point Of Sales Extreme Protection, Under The Sea Press Ad
Nothing Lasts Longer Press Ad
Nothing Lasts Longer Press Ad
Dedication Press Ad Scamps
Nothing Lasts Longer Animated Online Banner
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Pre-Deco Polycell areas : Campaign Identity clients : Akzo Nobel N. V. roles : Concept, Art Direction, Design, Visualization and Brand Overview writer: Alexandria Hill cd: Will Shepherd
Akzo Nobel Brand for Pre-Deco DIY products are known as a few different names in the EU. Known in the UK as Polycell, its products range from fillers and wall treatments to damp seals and building adhesives. ‘Confidence campaign’ was an initial proposed idea to encourage the target audiences to face their inner monsters and fears on Pre-Deco work. Extracting the prominent tick symbol from the logo, a series of press ads and ‘We’ll show you how’ online videos were art directed with a campaign idea of ticking the right boxes and choosing the right choices. An identity for a brand idea of a preparation coach was created for the public as well as internal communications. A range of animated transition graphics was created as well.
Proposed Press Ad – Confidence Campaign
Press Ad in DIY Magazines Brand Idea Digital and Video Guide for Pre-Deco
Animated Logo and Transition Graphics for ‘We’ll Show You How’ Video Guides
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Healthy Beast areas : Brand Identity clients : Healthy Beast Pte Ltd roles : Concept, Design, Visualization and Brand Overview cd: Malcolm Hatton team: Sarah Morris
Healthy Beast is an Oxfordshire based specialist Equine Therapy Centre offering a variety of complementary therapy, acupuncture and education in essential oil therapy for animals. They had created the perfect environment for horses to recover from illnesses and injuries. It’s also a place for competition horses to take some time out to recuperate. The name ‘Healthy Beast’ was the outcome of a brand workshop with the clients who like to be associated as a bunch of fun loving, warm and holistic animal lovers. A quirky approach was chosen to develop their corporate identity which resulted in a creation of an entire set of ligature. The overall identity not only reflects the liveliness of the therapy center, it also gives their customers the confidence in what they do best.
Pets Accessories and Uniform T-shirts
Corporate Stationeries and Brochure
Ligature on Corporate Brochure
Online Website
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Nescafé Bringing Britain To Life areas : Campaign Identity clients : Nestlé Professional roles : Concept, Art Direction, Design, Visualization and Brand Overview writer: Alexandria Hill art: Paula Amaral cd: Will Shepherd ce: Stephen Meade
Everyday NESCAFé is bringing Britain to life. From the indulgent flavour of NESCAFé Milano to the energy boosting NESCAFé &Go, their coffee has become the fuel that keeps individuals in the UK going through the day. With this new brand idea, ‘Bringing Britain To Life’, an over-arching visual identity was created to pull all NESCAFé brands together. Photographing real people from across the country in real situations enjoying NESCAFé in their daily life is an essential area to this new identity. A Union Jack coffee mnemonic was created as one of the campaign’s hallmarks with the prominent colour of each product brands applied onto it. With this new approach, the tone of voice for each product brands is further differentiated without losing the look as an identical brand. This identity aims to revitalise and lift the image of NESCAFé brand within the British audience.
Billboard In Situ
Press Ads and product colour codes
Brand Guidelines
Magazine Column
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Chef areas : Campaign Identity clients : Nestlé Professional roles : Concept, Design, Visualization and Brand Overview writer: Rob Sears art: Paula Amaral and David Brown cd: Will Shepherd ce: Stephen Meade
Developed by chefs for chefs, Chef product culinary bases are NESTLé PROFESSIONAL products dedicated to give professionals the precision for creating truly exceptional cuisine. With the introduction of their jus, fonds, fumets and flakes across the UK, France and other parts of Europe, a series of recipes for fine dining gourmet are produced. A web site and smart phone app named ‘Discovered’ was proposed to Chef. It’s an online forum for ambitious young chefs to post their resumes, signature dishes and get discovered. The site also contains news on featured chefs, discussion panels for professionals, information on popular cuisines, and a user-friendly search engine. A Chef cuisine recipe booklet was also proposed, as these paper engineered booklets not only serve as regular recipe flip books, they are also posters for chefs to pin up against the walls in their kitchens.
Online Home Page
Phone App
Chef Profile and Featured Cuisine Page
Recipe Poster – Folded as a 16pp Booklet or as a Pin-Up on the Kitchen Wall
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Barclays Premier University areas : Campaign Identity clients : Barclays Premier roles : Concept, Art Direction, Design and Brand Overview writer: Alexandria Hill cd: Will Shepherd
Set up by Barclays Premier Banking, Barclays Premier University is a program catered for all Relationship Managers in its branches within the EU. Our team came up with this idea of deploying the essence of a University launch while maintaining the bank’s premium qualities. ‘Eximius Existo’ the Latin words for ‘Be Extraordinary’ was used as a slogan and incorporated into a university crest we created. We then introduced a series of photography images which were art directed with a subtle hint of University life while maintaining the bank’s premium qualities. This was followed by a series of press ads, prospectus brochures, certificates and direct mailers. The campaign was designed to target both Relationship Managers and their Senior Managers who are their motivators to enrol.
Press Ads
Corporate Prospectus Brochure
Direct Mailer, Table Top Flag, Certificate and Scarf
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Barclays Contactless areas : Campaign clients : Barclays (Barclaycard) roles : Design and Brand Overview writer: Rob Sears art: Ian Boyle and David Brown cd: Will Shepherd
Barclays is the first UK bank to launch the Contactless payment system, enabling users to perform secure payments by just waving their card over a reader at the point of sale. Juxtaposing the universal Contactless smart card reader symbol with basic daily purchases of our targeted audience, a range of press ads were published all over the UK. Abundant below-the-line publications were also produced to spread the word for both public and internal communications.
Press Ads In Situ
Press Ads
Public and Internal Communication Guides alexander ng
Royal London 360˚ areas : Brand Identity clients : Royal London 360˚ roles : Concept, Design, Visualization and Brand Overview team: Mark Leman, Russel Miller, Laura De Medeiros cd: Mark Anderson
Royal London 360_ is an international business formed by the coming together of Scottish Life International and Scottish Provident International. It is backed by its parent company Royal London, the largest mutual life and pension company in the UK. The name Royal London 360_ perfectly described its all-round approach in developing investment products to the international market place, providing trust and tax-planning solutions. Black and white photography was used together with the corporate red colour against a dominating white background to present a striking yet sophisticated brand identity that revolves around their theme of ‘You can count on us’. Numbers and the 360_ metaphor were always the priority of the brand language. To further enhance the idea of 360_, the London South Banks was photographed with a wide-angle lens and presented within a concertina fold corporate brochure.
Concertina Fold Corporate Brochure Reveals like a Normal Brochure
Corporate Product Brochure and Investment Guide
Brochure Unfolds
Fully Extended Concertina Fold Corporate Brochure
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Royal London 360Ëš
Utilising the Degree Graphic Symbol
Investor Brochure
Table Top Pop Out Direct Mailer and Brand Accessories
Corporate and Investor Brochure spreads
Product Brochure Spreads
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Scottish Life areas : Brand Identity clients : Scottish Life roles : Concept, Design and Brand Overview team: Mark Leman, Russel Miller, Laura De Medeiros cd: Matt Frost
Scottish Life, a division of Royal London Mutual Insurance Society Limited, requires a brand refresh targeted at intermediaries like IFA, pension trustees, end customers, investment and fund managers. The brief was to achieve one big idea that is ingenious, accessible, confident, courageous and can be executed with flexibility. A clean and stylish ‘White on white’ styled photography approach was introduced into the brand. The new style provides a very distinctive and contemporary visual identity evoking simplicity and clarity. Flavour is added by areas of bright colour that denote the individual, the group and the type of investments. A distinctive colour coding was also added into the corporate streams of communication.
Investment Handbook
Individual Pension Statement
Corporate Pensions Brochure and Guide
Colour Coding for Investments, Group, Corporate and Individual Streams of Communication
Pension Statement
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Life Trust Insurance plc areas : Brand Identity clients : Life Trust Insurance plc roles : Concept, Design and Brand Overview team: Mark Leman, Russel Miller, Laura De Medeiros cd: Matt Frost
Life Trust is a new company in the financial services market. It is set up to offer innovative products to help consumers feel financially secure about the prospect of living a longer life. The brief was to create a series of communications and IFA materials that break away from the clutter. One of the brand essence was the use of white space that enhances Life Trust brand values about clarity. Illustrations composed by just numerals and lines were proposed to give the brand a unique, optimistic and fresh look. The continuous graphical lines represented ‘Life Lines’ and the numbers depicted figures and longevity. The simplicity of this brand allows it to really stand out in the Financial market.
Brand Guidelines, Folder, Case Studies Corporate and Product Brochures
Sales Aid, Case Studies and Adviser Guide Materials
Brochure Spreads
Spreads from the Brand Guidelines
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Toshiba UK areas : Campaign Identity clients : Toshiba Information Systems (UK) Ltd Toshiba of Europe Ltd roles : Concept, Design, Visualization, Brand Refresh and Art Directing on 3D Model Rendering writer: Rob Sears art: Ian Boyle cd: Will Shepherd ce: Stephen Meade
Panel Press Ads on British Rail and London Underground
The UK launch for Toshiba Z830 Series Ultrabook Laptop was an outcome of a successful pitch our team won. The campaign consists of online advertising, billboards and press ads on the London Underground, British Rails, various transportation terminals, newspapers and magazines around the UK. The emphasis of this campaign was the ultra thin features of the Ultrabook. This campaign involves refreshing the design of Toshiba UK brand and art directing a series of 3D model rendering. In another brand identity proposal to Toshiba Europe, the Toshiba Red was explored on different abstract background textures to create a distinctively stylish sleek look and feel.
Billboards in London Heathrow Terminal 5
Press Ads on Metro Newspaper
Online Launch Campaign Folded Press Ad on T3 Magazine alexander ng
Toshiba Europe
Brand Packaging Graphics for Toshiba Europe
Online Website Home Page
Catalogue and Datasheet
Press Ad Online Website Product Page
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Angela’s Ashes Typographical Experience areas : Animated Motion Graphic roles : C oncept, Storyboarding, Design and Visualization team: Damien Borowik, Sung Hoon Kang
A three-and-a-half minutes of animated narrative about the story of Angela’s Ashes by Frank McCourt. Simplicity is the key essence of this piece. Utilising the monitor screen as a window into a rainy depressing world, the animated alphabets behaves in the natural movement of rain. Audience can choose to either read along with the narration or be mesmerised by the moving letters. Screened in Annecy International Animated Film Festival in 2002 it was enlisted in the Passion Pictures show reel. Nominated in the New Director D&AD 2002 Campaign Screen (UK) and awarded Best Non Narrative Film in iCastelli Animati Italy.
Screens from Angela’s Ashes Typographical Experience
Story Board
Initial Scampsw
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alexander ng curriculum vitae
Portfolio
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curriculum vitae
Portfolio part one