Tiong Bahru CC NDP 2020

Case Study

National Day Celebration with the Dancing Lady

How we helped a Community Centre showcase its heritage through its National Day decorations
Campaign ConceptCustom IllustrationsManaged PrintProps fabrication and installation
Campaign ConceptCustom Illustrations
Managed PrintProps fabrication and installation
Client + Challenge

The Assignment

Tiong Bahru CCMC is a resident-focused organisation managing Tiong Bahru Community Centre. Every year, they will dress up their space for the annual National Day celebration. We were tasked to help with the graphics presentation of the celebration.

Tiong Bahru CCMC
67A Eu Chin Street
“We used to get the regular National Day banners, but we thought that we should highlight some of our heritage this year”

Without fail we will dress up Tiong Bahru Community Centre with flags and banners. To appeal to our younger audience, we think that it is time to step away from the traditional banners and get something a little different. Something nicer, while we take the opportunity to show our heritage to the youths. 67A Eu Chin Street has a long history and it needs something more deserving.

The Solution

Step #1: Analyse the crowd

Being tasked to take care of the graphics. The team analysed the previous decorations done up and evaluated on how to appeal with the younger crowd

The verdict:

  • Tiong Bahru CC has built up a strong community of youths
  • The previous design style were stuck in the 1990s and clashing with repetition
  • The designs lacked character of 67A Eu Chin Street
Previous Years Decorations

Step #2: Embracing the Tiong Bahru heritage

The team spent much of its time building up knowledge of Tiong Bahru. For example, the Dancing Lady sculpture was an attempt to bring prominence to the then-newly created Seng Poh garden in 1972 which was designed to be a recreational garden in Tiong Bahru.

Likewise, the SIT horseshoe blocks are prominent architectures that are the original attempts to develop Singapore’s public housing infrastructure.

These elements are icons that is unique to Tiong Bahru and deserves to be featured in the National Day banners where we celebrate and remember Singapore’s progress.

Step #3: Create visually pleasing graphics that resonates with the young

Using the insights from the heritage of Tiong Bahru and our planned elements, we needed to find an appropriate style to present the story

  • Hand-drawn style illustrations
  • Foliage representing the green garden
  • A colour coordinated theme that blend these elements together

The Deliverables

At the end of the project, Tiong Bahru CCMC got:

  • Modern and unique National Day decorations that highlight their heritage
  • Pre-launch visualisation for key touch point to be sure how it looks before production
  • Managed print and installation service of the campaign collaterals.
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    Festive DecorationIllustrationCampaign AdaptationDigital Assets GenerationMarketing Campaign Strategy

    Budget in SGD

    5K-10K10K-50Kmore than 50K

    Expected completion date: