Client: Ministry of Education
Year: 2017

The Singapore Youth Festival (SYF) has been an annual event organised by the Ministry of Education to celebrate the vitality of our youth and their diverse arts talents. This year's theme is Youth HeARTS! which encapsulates the spirit of presenting the arts from the hearts of youth.

We conceptualised and designed the festival campaign which included collaterals such as festival guide, activity trail, stickers, on-ground mall publicity materials, OOH & MRT banners.

Our concept revolves around the idea of the tangram to symbolise the diversity and vibrancy of the festival. The tangram is a dissection puzzle consisting of seven flat shapes, called tans, which are put together to form shapes. The objective of the puzzle is to form a specific shape using all seven pieces, which may not overlap.

We created various characters using the tangram to represent the different aspects of the festival - Arts, Dance, Drama, Music; where these characters come together and have fun in a festival full of exuberance and vigour. The possibilities are infinite, only up for one's imagination and creativity.

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