CALLIGRAPHY PORTRAITS

TitleCALLIGRAPHY PORTRAITS
BrandLASALLE COLLEGE OF THE ARTS, SINGAPORE
Product / ServiceLASALLE ARTS EDUCATION
CategoryB03. Illustration
EntrantGREY GROUP Singapore, SINGAPORE
Entrant Company GREY GROUP Singapore, SINGAPORE
Advertising Agency GREY GROUP Singapore, SINGAPORE

Credits

Name Company Position
Till Hohmann Grey Group Asia Pacific Executive Creative Director
Ali Shabaz Grey Group Singapore Chief Creative Office
Antonio Bonifacio Grey Group Singapore Creative Director
Sunny Deo Grey Group Singapore Associate Creative Director Copy
Nasheet Shadani Grey Group Singapore Associate Creative Director Art/Art Director
Juhi Manwani Grey Group Singapore Account Director
Barbara Gan LASALLE College Of The Arts Vice President Of Strategic Developments
Alvan Loo LASALLE College Of The Arts Director/Division Of Communications/Advancement
Khoo Suet Ling Grey Group Singapore Senior Account Manager
Wong Cheng Wah Grey Group Singapore Production Manager
Luis Fabra Grey Group Singapore Graphic Designer
Alice Suryadi Grey Group Singapore Account Executive

Brief Explanation

The campaign needed to be design driven because the look, feel, and core elements should be able to work across a multitude of materials. Not just advertising materials, also more subtle communication usage such as exhibition posters, merchandizing materials or postcards needed to be kept in mind. The visual content of the campaign should focus on the idea of uncovering your own hidden talents and passions for the arts - getting the audience to reflect on their own ambitions and goals.

The Brief

In conjunction with the anniversary of the founding of the LASALLE School of the Arts Singapore a design driven campaign is needed to push awareness and drive up admissions.

How the final design was conceived

We found interesting personal quotes from artists/innovators. These quotes reflect on alternative creative paths they could have chosen or on the impact crafts training has had on their thinking and work. Perfect content. Using stylistically different calligraphic treatments, we created the portraits of three artists/innovators using their respective quote. The illustrative visuals work on their own across many different materials. In the poster and print campaign they work with added headline: questions to the audience about their ambitions. All images were handcrafted to perfection and then digitized for multipurpose use.

Indication of how successful the outcome was in the market

Attention for the anniversary in Singapore was extremely high. Overall there is a sense of LASALLE being the most established and avant-garde private arts school in town - not last because of this thoughtful and deep campaign. It has been used for: exhibition posters, collateral material (books, pencils, bags, T-shirts) and as brand campaign in print and poster. This integrated approach of a highly artistic visual execution has increased visibility of the Lasalle brand in an equally distinctive and relevant way.