Brief Explanation

The tiny island-state of Singapore, although renowned for being land-sparse, takes great pride in its iconic skyline — literally a collective showcase of the accomplished architects in Singapore. Our goal was to capture the architectural magnificence of Singapore and translate it into an iconic visual for TAS.

The Brief

The Architecture Society (TAS) is a professional trade organisation representing licensed architects and architectural firms in Singapore. Its mission is to promote the architectural profession and to raise public awareness about the architectural landscape of Singapore. We were tasked to announce that TAS’ latest directory, which lists some of Singapore’s most prominent architects, was now available online.

How the final design was conceived

As much as people revel in the magnificence of a building from afar, just as many are awed by their beauty from a closer proximity. It is with this in mind that we created a type-based solution formed by using the negative spaces of the many incredible shapes and angles of buildings within the city. No two letters in the headline of the poster and every one of them was painstakingly photographed and minimally retouched.

Indication of how successful the outcome was in the market

The poster was displayed at TAS’ head office as well as at architectural events and exhibitions, libraries and architectural schools. After three days of publicity, TAS’ website registered a record 4,987 hits, an increase of almost 74%. Membership to TAS also increased from 84 to 109.