We Heart Kebaya — Macabelle Chan | Art Director + Designer

📁 We Heart Kebaya

Client: National Heritage Board Singapore

Work: Art Direction, Branding, Graphic Design

Year: 2023

We Heart Kebaya is a social engagement campaign in support of the multinational nomination for the inscription of kebaya onto the UNESCO representative list of the Intangible Cultural Heritage of Humanity. This initiation is jointly nominated by Brunei, Indonesia, Malaysia, Singapore and Thailand. Kebaya, an upper garment traditionally made from lightweight fabrics and typically adorned with intricate embroidery, is traditionally worn by women from Southeast Asia. This would mark Singapore’s first multinational nomination, and is also the first multinational nomination involving all five countries.

The Creative team of Tate Anzur was engaged to conceptualise and create a visual identity for We Heart Kebaya, the social engagement campaign in support of the multinational nomination. We Heart Kebaya is a down-to-earth, honest and sincere way of proclaiming Singaporeans’ love for the kebaya. As the lead Creative of the campaign, I led the team to actualise the key campaign identity, including setting the art direction, creating accompanying graphics and developing a full identity suite for the campaign.