SingapoReimagine — Macabelle Chan | Art Director + Designer

📁 SingapoReimagine

Client: Singapore Tourism Board, Made with Passion

Work: Art Direction, Graphic Design, Print Design

Year: 2022

The SingaporeReimagine Marketing Programme is part of the Singapore Tourism Board's (STB) efforts to bolster tourism and enhance Singapore’s appeal as a premier destination for both business and leisure. The programme aims to support local businesses in the tourism and lifestyle sectors, thereby strengthening the country's overall allure for tourists and business travellers alike.

As part of the programme, a staycation experience was designed to give travellers a "taste" of Singapore by featuring a variety of locally made products as part of the "Made with Passion" collective. Together with a team illustrator, we crafted an instructions card providing information and ways to enjoy these "Made in Singapore" products. The postcard featured a clean red and white aesthetic, reflecting the iconic Singapore's brand colours. The design also included meticulously custom-made freehand illustrations that added a touch of sophistication while preserving a human element to evoke a sense of warmth and welcome.