THING BOOKS
From 2018, the Singapore Art Book Fair underwent a transformation, moving away from a mass-market focus to one internationally recognized as an art book fair. The Singapore version of this event specifically emphasizes the regional context of Southeast Asia, serving as a unique platform that brings together diverse art book creators in an English-speaking city, making it a logical choice.
| Creative Director | : | Melvin Tan |
| Graphic Designer(s) | : | Charlie Allen |
| Ng Sheng Yong | ||
| Geraldine Peck | ||
| Tan Zhuo Hui | ||
| Benjamin Lee | ||
| George Dutton | ||
| Lim Zeherng | ||
| Photo courtesy of | : | Clarence Aw |
Design Strategy Over What’s Trendy
Design plays a pivotal role as a strategy to attract new audiences who may be unfamiliar with the fair. We aimed to strike a balance between the serious tone of considering books as an art form and the playful inclusion of graphic elements. This approach was crucial in engaging a broader audience and fostering a dynamic environment.
Towards Timelessness: Brand Evolution Post-Fourth Edition
Moving forward, particularly after the fourth edition, our focus shifted towards a more timeless and recognizable approach to the brand. This intentional evolution allows the fair to sustain itself by creating evergreen products and identifiable services and spin-offs. The goal is to establish a brand identity that stands the test of time and resonates with the diverse audience attracted to the Singapore Art Book Fair.
