A Future by Design

At the Design Centre this December, we embarked on creating a distinctive identity for “A Future by Design,” a season of design-focused programs. Our goal was to strike a balance between dynamism and restraint, ensuring a bold and eye-catching theme that harmonizes with the architectural lines of the venue.

Creative Team
Creative Director : Melvin Tan
Graphic Designer(s) : Charlie Allen
Benjamin Lee
Animator : Amirul Afifi
Photo courtesy of : Design Singapore

Versatility in Rendering

Our design approach involves dynamic yet restrained type play. The large back banner’s proportions are based on directional arrows found on the roads in front of the building, allowing it to embrace the interchangeable names “A Future” and “By Design.” Tilted blocks within the design not only segment but also move forward, drawing inspiration from street arrows that guide individuals in the right direction. This thoughtful approach reflects the essence of the design-focused season. The branding system takes on a streamlined vertical approach, introducing more breathability through the integration of negative space. This minimalistic design philosophy extends to event listing frames and the Queen Street banner. In these instances, the programming KV (Key Visual) assumes a secondary role, allowing the overall design to breathe and make a distinct visual impact.

The Gravity of the Future

Our use of scale and size extends beyond the frame, deliberately emphasizing the gravity of the speculative notion of the future. This intentional design choice not only enhances the visual appeal but also adds weight to the overarching theme of “A Future by Design.” The design transcends conventional boundaries, capturing the imagination and curiosity associated with the exploration of future possibilities.