Bringing Singapore’s Built Heritage to Life: Singapore HeritageFest
Year
2024
Services
Visual Design
Out-of-Home
Client
National Heritage Board
Overview
The 21st edition of the Singapore HeritageFest (SHF) was an island-wide celebration organised by the National Heritage Board (NHB). Featuring over 120 programs, the festival focused on Singapore’s rich built heritage, uncovering the stories behind iconic buildings and sites from the colonial era to the modern day. Collaborating with an Art Director, we conceptualised a cohesive Key Visual (KV) and tagline that anchored the festival's identity. The KV utilised a warm, playful metaphor of larger-than-life hands cradling a curated selection of Singapore's conserved landmarks (ranging from the Cathedral of the Good Shepherd to the Sri Mariamman Temple). Set against a backdrop of weathered book pages, the visual symbolised the human connection, shared memories, and the community's role in preserving our architectural legacy. This core identity was successfully rolled out across an extensive suite of Out-of-Home (OOH) media, digital advertising, social templates, merchandise, and video content.
The 21st edition of the Singapore HeritageFest (SHF) was an island-wide celebration organised by the National Heritage Board (NHB). Featuring over 120 programs, the festival focused on Singapore’s rich built heritage, uncovering the stories behind iconic buildings and sites from the colonial era to the modern day. Collaborating with an Art Director, we conceptualised a cohesive Key Visual (KV) and tagline that anchored the festival's identity. The KV utilised a warm, playful metaphor of larger-than-life hands cradling a curated selection of Singapore's conserved landmarks (ranging from the Cathedral of the Good Shepherd to the Sri Mariamman Temple). Set against a backdrop of weathered book pages, the visual symbolised the human connection, shared memories, and the community's role in preserving our architectural legacy. This core identity was successfully rolled out across an extensive suite of Out-of-Home (OOH) media, digital advertising, social templates, merchandise, and video content.
My Role
Working in a core creative team alongside an Art Director and the Social Media team, I was responsible for executing the festival's visual identity and cross-platform rollouts:
Key Visual Development: Partnered with the Art Director to translate the festival's thematic concepts into the final KV. I focused on balancing the complex architectural details with the surreal, playful composition to ensure it was visually striking yet deeply symbolic.
Campaign Rollout & Adaptation: Handled the extensive adaptation of the KV across multiple high-visibility touchpoints, including street banners, website banners, display ads, digital social templates, and physical merchandise like festival tote bags.
Video Content Assets: Contributed to the festival’s digital content strategy by designing the official video thumbnails for a 3-part marketing miniseries featuring host Haresh and local personality Grab Auntie Tsoi Ka Man.
Working in a core creative team alongside an Art Director and the Social Media team, I was responsible for executing the festival's visual identity and cross-platform rollouts:
Key Visual Development: Partnered with the Art Director to translate the festival's thematic concepts into the final KV. I focused on balancing the complex architectural details with the surreal, playful composition to ensure it was visually striking yet deeply symbolic.
Campaign Rollout & Adaptation: Handled the extensive adaptation of the KV across multiple high-visibility touchpoints, including street banners, website banners, display ads, digital social templates, and physical merchandise like festival tote bags.
Video Content Assets: Contributed to the festival’s digital content strategy by designing the official video thumbnails for a 3-part marketing miniseries featuring host Haresh and local personality Grab Auntie Tsoi Ka Man.
Impact
1 Core Festival Identity • Multi-Channel OOH & Digital Rollout
Features: Unified cross-media adaptation spanning street banners, social media, merchandise, and video.
Outcome: Delivered a cohesive, highly visible public campaign that successfully bridged Singapore's past, present, and future built heritage. Being a people first, purpose driven agency, the website focused on typography heavy aesthetics where we focused on storytelling through copy.
1 Core Festival Identity • Multi-Channel OOH & Digital Rollout
Features: Unified cross-media adaptation spanning street banners, social media, merchandise, and video.
Outcome: Delivered a cohesive, highly visible public campaign that successfully bridged Singapore's past, present, and future built heritage. Being a people first, purpose driven agency, the website focused on typography heavy aesthetics where we focused on storytelling through copy.
