Speak Mandarin Campaign (2019)

Brand Identity

The initial talking heads were the same size and level. I made one bigger and one smaller because the older generation should be the ones encouraging younger people to speak mandarin.

The designs of the collaterals for the Speak Mandarin Campaign, relaunched by Singapore’s National Heritage Board. As a throwback to the original campaign in the 70s, the logo design features two smiling faces conversing with each other; but in our version a smaller head looks upwards at the other like a child looking up to their elder. The illustrations on the collaterals are based on Chinese idioms and Singapore-Chinese colloquialisms, celebrating how the language has evolved uniquely to Singaporean culture.