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Yip Eunice Project 4 1900931 [email protected] Self-Initiated Project “Me First, You Second” Glasgow School of Arts Communication Design Year 4 20/21 2
Zero 04—06 One 07—09 Two 10—11 Three 12—17 Four 17—21 Five— Six 22—37 Seven 38—39 Eight 40—45 Nine— Ten 45—66 3
Self-Initiated Projects A Self-Initiated project is designed to allow you the opportunity to write your own projects to pursue your own interests and explore new subject areas. You will need to use appropriate research and development techniques in the preparation and execution of your project. The project should allow you to Extend your knowledge in areas of visual communication and image making. Research, analyze and understand the issues your project raises. Learn and employ new techniques and skills. Extend conceptual thinking and critical faculties. Evaluate and reflect on both process and content of the project. Manage your time. Things to consider What is the motivation for your project? Who has previously worked in this field or subject matter? How achievable is your project? Can it be completed within the time? Is it exploratory and experimental? Does it have a strong conceptual base that makes it worthwhile? Does it communicate effectively? What help or resources do you need to complete it? Learning What will this project contribute to your overall learning? You are required to keep a learning journal as part of the process. How can you reflect on your development to inform the work? Research Research should inform and direct your project. Research sources may include; Books Publications Film Internet Interview Questionnaires Drawing and responding to a context or environment 4
Week Outline Zero My project aims to provide opportunities for people to rethink what are basic moral principles. It aims to question human behaviour and how it influences the people around us. It brings to light possible ‘little’ inconveniences that could negatively affect others. Particularly interested in the questioning and contrastive views on morality, like what exactly is right or wrong, how subjective is “common sense”, etc. motivated me to find and look for answers. Research Rely on facts rather than basing it off assumptions. Broaden and widen research into human behaviour, psychology, morality—put away any preconceived perception to allow more space for opinions. Look into current efforts and reactions that discusses about related issues, which doesn’t particularly have to be exactly the same. Development Looking into current and previous efforts both locally and in other countries, compare the feedback received, understand the initial need for such efforts in the first place. Touch into areas that are less likely to be discussed about; because if nobody talks about it, nothing will change or improve. Look into discussion threads, talks, creative and non-creative organisations to see how they target certain issues. Know the ways and ideas that people think would be a great way for improvement. What are your pet peeves? What do you hate? What things motivates you? 5
Development Humans are just really strange—thanks to evolution. It would be interesting to poke fun at possible or existing pet peeves that we all have encountered in our lives. I can talk about inconsiderate people, perhaps in our local scene? The ones we all know and have probably encountered before are people resting their feet on bus seats, pedestrians who cross roads as if it is their grandfather road, etc. Whatever form of execution this could be, I can have audience feeling relatable, get them eye rolling and screaming “OMG yeah!” Potentially, on the brighter side apart from ‘calling out’ such behaviours, we could all also be reflective, understand that humans are all unique and different. We all have different culture and perspective that make us who we are today. We are probably ‘strange’ in someone’s eyes too! So… Yes humans are a little strange, but I guess a little kindness goes a long way. Yes, it is human nature to judge and be judged, but at the end of the day, we should always aim to be on the greater end. Research on human psychology mentioned that we’ll feel and be at a better place when we forgive rather than having grudges. It just brings a different kind of peace and enjoyment, as compared to contemplating human existence every minute (yup, that’s me). If you’re one of the ‘culprits’, you could be feeling offended? Or if you’re oblivious… Then that is another matter. If you encounter any of this situation, you could feel related to? All in all, at the end of—possibly maybe a publication—I just want to remind people to have less judgement and more compassion. Kindness goes a long way, applied to both the ones who were ‘called out’ or the judgemental ones. When you live with more love than hate and despise, you’ll feel more powerful. Humans are really strange Why do I say that? Actions of these people Makes me question human existence every single day Why? Why? Why? Other people seem to have similar experiences too I got tired of questioning and judging Maybe I could find new perspective for myself and share it with those who feel the same? Ridicule, humour, shedding a new light or perspective Feel relatable because “someone has the same existential crisis as me!” Have a good laugh (and cry) Understand and come to a conclusion that because we can’t change people and their habits, the only change we can attempt is within ourselves We can think differently Let’s not make ourselves feel any worse anymore! 6
Week Concept One Living in strange times, humans are just really strange. What if I protest through visual identities using illustrations to restore faith in humanity? I could perhaps use illustrations to make the voices in my head heard. What are the previous efforts? Looking at Singapore sticker lady Sam Lo who is a street artist and a cheeky artist, she includes innate patriotism in her works. Dubbed the “Sticker Lady”, Lo became a household name in Singapore after they were arrested for spray painting on a public road in 2012—“Press once can already”, and “Press until shiok”. Came across eyeondesign, I looked at how protesters in Hong Kong use illustrations to make their voices heard. They made use of simple, universal imagery to communicate messages. They chose using pictures and graphics over text based slogans. My motivation is to answer and feed my existential crisis as a Singaporean and our culture. If nobody talks about it, no difference would be made, I’ll suffer, you’ll suffer and we’ll all live with existential crisis. I’d want to educate, to speak up and to make a difference. My idea, is obviously not to do stickers, but include Lo’s concept of inside jokes, relatable local content just for Singaporeans with a touch of sarcasm. I’d like to be playful and, attempt a satire dig at stupid people. 7
Making a detour What are my other fears? Let’s Let’s see if there other concepts talk about traditions, which is also i can think about. What other known as peer pressure from the motivations do I have, what other dead. What is life in the afterlife? ways can I depict stories as a visual How are they doing? (After)—(life), communicator? could also mean another life. It is a beginning, not an end. I could Let’s starts from my own fears. Let’s provide an outlet for families of the talk about sleep paralysis. To me, it passed on to be heard. causes the fear of sleeping, leading to sleeping difficulties, to insomnia, to depression which is also a widespread problem. As a creative and a designer, when the mind gets too noisy and creative, that is where it gets tiring. “The same mind that produces creative ideas may also have trouble getting quiet when sleep is wanted.” “What ways could there be to make creative lemonade from the bitter lemons of insomnia?” Illustration by George Douglas depicting sleep paralysis. “Daymares, nightmares, hallucinations, clumsiness… it became the norm.” Summarise Diverging to the different concepts, they all converge into talking the same topic—humans and its behavioural and psychological aspect. I just love to discuss about all things human don’t I? 8
Back to square one Looking and positioning my motivations, I am more interested to talk about the human psyche, of inconsiderate people in Singapore. Researching on the psychological aspect of it, being in such uncourteous situations can really drain our spirits and make us roll our eyes 24/7. We would feel irritated and cranky, even rethinking about existence on this earth. Evolution is the cause of the dilution and change in our basic human nature. It has left inevitably left me with a lot of questions. It has wound my image of human nature, slowly making me become a negative individual. “I hate humans” has always been on my mind. There’s something we can do about that, because I believe I’m not the only one that feels this way. Potentially, I would be able to enlighten myself and others, where we could see things in a better light and in different perspectives. Since we cannot stop or change people’s behaviours that easily, but we do have control over how we respond and look at such situations. “Killing them with kindess”. A chat with Mike Updating Mike about my progress, he gave me heads up on what to think about, to plan and to look forward to. He questioned if there were other broader topics, where perhaps I could focus on behavioural issues on a whole? What habits am I actually going to talk about? Is there a category for those? What is my objective for this project? What kinds of research methods will I be approaching with; surveys, questionnaires or referencing from TedTalks? Moving on What happens when common sense isn’t common anymore? Looking at the signs and icons we have around us in relation to the breaking of rules amongst Singaporeans—is there something wrong with the icons and/or instructions that people just can’t seem to follow? Are these information not clear enough? Let’s track back; why does the government or any officials put up these signs in the first place? It is because they try to avoid putting any inconvenience on people! No durian on board is so that commuters won’t have a hard time on their commute smelling a fruit they might not like—although I love. 9
Week Symbolism Two What is an idea or concept of symbolism? Instead of ‘danger’ and prohibitory means, could attempt sarcasm? Researching into icons and semiotics, icons are used as a representation or a universal language as a form of communication. It is seemingly a ‘convention’, where a group people just decided that this should be it, and everyone shall follow. What is being signified and which is the signifier? Ironically, although universal, people still read signs differently. Whichever context, interprets a different language and meaning. We see things in different contexts. Gathering my thoughts Problem A handful of people are behaving in a way that common sense is a fallacy, taking public spaces for granted, having a self—titled behaviour (pervasive sense that one deserves more than others). They can ‘argue‘ that common sense is not common , but someone needs to tell them what to do and what not to do. HOWEVER , it seems like even with warning and prohibitory signs around our spaces, these people are still behaving in ways that are not considerate or thoughtful to our spaces, environment and the people around them. Alright—giving them the benefit of the doubt—maybe they’re really completely oblivious, unaware that their behaviours bother the people around them. (agreeable base on research). What exactly is their excuse? Solution To be direct, to set and communicate boundaries. Because if boundaries are never communicated, expectations will not be met. Can I put up more signs than we already have and will it make a difference? My communication will not be put off as a thread, but more of a polite heads up. Objective l By putting up these signs or whichever form of work, I intend to poke fun at people who are legally oblivious to their surroundings. We as a country, it is time to progress towards being a more progressive city in terms of graciousness. What is the point of the ‘First World’ title if we are not acting like one? It is utterly such an embarrassment. We should start small, because all these little efforts will make a huge difference and impact, for sure befitting everyone of us. Objective ll In terms of looking at such situations in a new light; it would be for people to choose compassion over resentment towards inconsiderate people. 10
Visualising my thoughts How do my thoughts look like visually? I sketched out non-human looking blobs that signifies that people who are inconsiderate and ungracious are worse than a being of a human. They are seen as a representation of daily relatable happenings we occur during our commute. Exaggerated actions, the behaviours serve as a satirical attempt, mocking such people. The one on the top left—as written—is a situation where someone hogs the entire row of seats with their bags, their man spread, so on and so forth. On the right, it depicts people who extract their ex-link cards at the very last minute, hogging up the queue right behind them. It is absolutely very very inconvenient. Playing with languages—tentatively in our four spoken languages—I attempted to be inclusive, whilst being humourous; using puns. Mike’s thoughts It would be easier if the different behaviours were listed out one by one—it will be better to visualise and see them at one go—rather than thinking on the spot and illustrating them one by one. Try and look at other campaigns; preferably about humans and their ethics. Look and widen your knowledge of what has been done, what the feedback was like and what can be improved. Research on illustrators; for example browse newspapers and how their editorial illustrations are done. They are often illustrated with a message and something to be communicated in mind. Especially The Straits Times, look at Miel’s (left) or Francesco’s (right) work. Miel is a cartoonist, illustrator-designer and a senior executive artist at The Straits Times, Singapore’s top English-only daily newspaper. On the other hand, Francesco is an Austrian illustrator and graphic artist based in Vienna. He pairs smart concepts with simplicity in form, telling stories and conveying ideas in the most direct yet unexpected way. Best known for his witty ideas, he employs visual metaphors and humor adding a human touch to his work and making both complex concepts and simple messages accessible to the viewer. 11
Week Collating l Three Looking at Singapore forums and doing surveys asking what people’s pet peeves are, I came out with a list of inconsiderate behaviours people have come across—to expand my knowledge of the different behaviours out there. Public toilet 1. People who shake water off their hands on the floor, splashing on to the person beside 2. People who don’t flush 3. People who squat on toilet bowls (F) 4. People who peep at other people peeing (M) MRT 1. Pasting and leaning their entire body on the poles which are meant for people to hold 2. Stretching out their legs, making it difficult for people to walk past and causing tripping hazard 3. Cutting nails and throwing them on the floor 4. Hogging up more than 1 seat 5. Man spread 6. Big space at the back of cabin but refuses to move in, making it hard for people to enter 7. People rushing to enter without waiting for people to alight 8. Squeezing and entering train/cabin even if there is no space left 9. Failing to give up priority seats 10. Last minute taking out card at gantry 11. Bag packs, hitting people in the face Bus 1. People who put their legs on opposite seats 2. People who sit on the outer 2 seater and refuses to move in for other people to seat Hawker/Restaurant 1. People who cut queue 2. People who refuse to comply with the request to deposit their trays 3. People who finish eating but still loiter at their seats instead of giving it to people who need it 4. People who are indecisive at the counter/ cashier when ordering On roads (pedestrians/driving) 1. Pedestrians who crosses zebra crossing as if its their grandfather road (crossing really slowly while using phone; entitled with right of way) 2. Pedestrians who jaywalk slowly (no sense of urgency) even with an oncoming car 3. Pedestrians who still crosses slowly even with blinking green man/red man 4. Cars who don’t signal and dash in 5. Drivers who park in 2 lots Void deck 1. Kids/teens eating, spilling and littering, making the floors really dirty and sticky 12
Movie theatres - Talking loudly on their phones - Using their phones with 100% screen brightness, distracting other movie-goers - Resting their legs, kicking the chairs of the front row, making it uncomfortable for the people seating right in-front of them - Leaving their mess/litter after a movie for the cleaner to clean it (Selfish, entitled) Public spaces 1. NTUC trolley abandoned in void deck and in the middle of roads 2. Listening to music/watching videos out loud 3. No sense of personal space 4. People who litter and spit 6. Occupying the right side of escalators 7. Shouting and making a nuisance in public HDB/Housing 1. 3AM–late night–disturbing karaokes 2. Hoarding items outside their corridors, possible causing hazard 3. Continuous occupying or pressing of lifts while waiting for their accompanies Library 1. Chope-ing of tables 2. Blasting music through earphones Collating ll Problem Inconsiderate culture in Singapore has taken root and is flourishing, especially as we transition into a densely populated city, where we are becoming a “me first” community. A researcher also mentioned that encountering such situations could drain one’s spirits, causing possible domino effect within its people Insight Unfortunately, common sense is not common, but and depends and/or derives on individual experiences that allows an individual to assess situations. We can’t blame people who make ‘poor’ decisions. Solution To not beat around the bush, but to spell things out. I could over exaggerate situations to bring a heightened seriousness and/or awareness to such unthoughtful and ungracious situations. I will use illustrations that would overcome language barriers. Objective To encourage a more civic-minded, considerate nation and to encourage Singaporeans to step up and qualify as a first world citizen. To get Singaporeans to examine themselves through comedy. To work towards, making our country a better place, with better people. To get people laughing, to get people offended with a good intention Possible title “Onwards Singapore” “Me First, You Second” 13
Research I went to read some news, to find out what people’s opinions are on Singapore and its people. Is it good, or bad? What voices of theirs can I hear and make good use out of it? Research Dr Leong Chan-Hoong, senior research fellow at the Institute of Policy Studies at the National University of Singapore, explains it as survival instinct. The small, young nation, just 53 years old, he told me, is vulnerably situated in the middle of South East Asia, surrounded by neighbours who are culturally different from Singapore. “It’s always been drilled into the minds of Singaporeans that you’ve got to be self-reliant, you’ve got to stay hungry, you’ve got to be ahead of the curve… the need to stay ahead has always been part of the social psyche,” he said. In conclusion, this means Singaporeans hate missing out and love a bargain. “The need to stay ahead has always been part of the social psyche.” 14
Previous efforts The fact that we need to have such What have Singapore done initiatives explicitly put up in the first previously to tackle this never place, says something about a an improving issue? ‘issue’ that needs to be reformed. Reflection In order to figure out what needs to be improved or what will affect my target audience, (which is practically everyone; as seen from the set of images where people of all ages, races & gender have contributed to this inconsiderate culture) I looked back at the campaigns already done. Are the initiatives too ‘kind’, too graceful, too polished, too cute & lovely for anyone to care? Art Direction Attempting an exaggerated look and feel, I wanted the visuals to come off more interesting and uncommon—A visual that could incite curiosity, rather than cutesy mascots. Also, as I’m intending to work towards a satirical approach, I feel that by attempting such quirky, whimsical visuals, the visual language will be more captivating. 15
Moving on Illustration development With recommendation from Mike, I Changing the looks of the character attempted ways to be creative; such giving them more uniqueness and as trying out the ‘Torrence Test’. quirkiness, the now have a more Visuals are not suppose to look consistent body shape with big and good! Don’t achieve for perfection long limbs that does come off funny every single time. Challenge yourself and satirical looking. With the list of to look at new perspectives; which behaviours I collated, it does make it would also enable other people to less tedious as compared to thinking look at them differently too. of them one by one on the spot. It does speed up the process a little. 16
Week Consultation and Feedback Four Should I choose between irony or being clear with a concise messaging? Which will be more impactful? Mike—Wanting to be clear and straightforward is fine, but that’s just it. However by being sarcastic, you can perhaps appeal to more? It is interesting to use “Onwards Singapore”, using the same word that can express different meanings, but I feel “Me first You Second” would be more clear, yet interesting in irony. I think the illustrations are already clear that it is a ‘do not’ behaviour, thus not needed to worry if people will be confused between contrast in copywriting and visuals. Should I include both ‘victims’ and ‘culprits’ into the visuals, will it still be consistent? Mike—You can attempt, try adding both characters and POV, but it will be better if it is less descriptive. Would you want to explain everything of leave it up to people’s interpretation? For my objective; these illustrations will be placed at where such inconsiderate acts will possibly happen, those people will be somehow embarrassed to commit such an act. Mike—In this case, ‘comedy’ would not be the best word to describe this initiative. Instead maybe a ‘satirical’ approach? Mike—Why those kind of ‘humans’/mood board chosen? Me—As I’m going for an exaggerated look, I wanted the visuals to come off more interesting and uncommon. Something that could incite curiosity rather than cutesy mascots that looks ‘too kind’ or cringey; those just doesn’t come off as impactful to me. Also, as I’m intending to work towards a satirical approach, I feel that by attempting such quirky, whimsical, unique ‘humans-that-don’t-look- like-humans’ style, the visual language and messaging will be more captivating. Mike—When illustrating situations, you have to be careful because some of the illustrations do spread the massage of being satirical, but some are just descriptive of the situation and its behaviour. Do not be afraid to exaggerate more. In preparation for Crit Mike—Remember to mention the details of your brief. What was the problem, insight, solution and desired objective? Be sure to show and introduce your timeline too, let us know which part of the development or stage you are currently progressing in. Talk about your research and findings; what were the issues and what kind of research methods have you attempted to look into? Then, move on and talk about your proposed art direction. Are there any applied design theories such as the various design synectics? Moving to execution—desirably—where will your work be placed? Do up mock ups, tentatively is it in collaboration with any other organisations? Push the boundaries into choosing where your work will be placed at. Think of unexpected places, maybe a huge life-sized wall mural? 17
Execution Decals or life sized murals - Introduces the initiative - Placed at where such behaviours usually occur Installation - Familiarity to people, “Isn’t that the Me First You Second?” - Possible huge life sized seats installation (using letters and characters to make them into life sized blocks for seating/resting) - Can be placed in vast spaces; Jurong Westgate, outside Plaza Singapura, etc. Small pop up store - Limited edition merchandise + possible background story? (Similar to Singa Lion) - Where Singaporeans can get a piece of it, interested to hang (keychains, badges, stickers)—basically them being a walking advertisement; continuing to spread awareness. 18
Illustration Added more behaviours and exaggerated characteristics. 19
Mid Crit 20
Lecturers’ Feedback Knowledge and Understanding— Well researched and explained. From the behavioural issues of Singaporeans in articles and forums; to the solutions and approaches; to the outcomes and deliverables are all very well documented in your design process. Applied Knowledge & Understanding— Style of illustration works well with the use of spaces in their situational conditions. The issue is this style of illustration seems less impactful and it is harder to communicate the satirical element in your intention. Maybe because it lacks facial expression or the lack of colors? Try looking at Joan Cornella’s work which usually tells the story in the form of a comic strip. This enables him to build quick narratives curve and surprise the readers at the end with his dark humour. Also research a little on guerrilla marketing which uses unconventional methods by utilising outdoor’s existing furnitures such handrails, steps, seats, floor prints and signboards to create clever 3 dimensional works. Professional Practice— Clear presentation as objective and intention has been communicated well. Very powerful use of images to highlight the unsightly social ethics in your presentation. Overall, You have presented some good research & methodology that informed your understanding in knowledge and understanding and its challenges you created for your negotiated brief. In your design presentation you have done well in focusing on the lack of consideration to others in the physical world. Your research has led to a concept that raised awareness of how we are first world country, but many of us are not acting like first world citizens. Good strategy on how to create awareness on the different platform that was proposed. However, there are plenty of opportunities for art directions to push your concept to design excellence in creating a strong visual identity and this initiative can be a yearly event like the courtesy campaign. Looking forward to your final work. 21
Rob en Robin The duo of a Dutch studio finding humour in often lifeless topics; Rob en Robin and his studio partner often finds humour in otherwise innocuous objects and images when their attempts in being too original ended up complicating the process. They mentioned it was important to search for a soul in those lifeless graph—on a project on data visualisation. Sujin Kim In her attempts to express our innermost negative thoughts through hilarious illustrations, Sujin expresses heavy topics lightheartedly in her works. In Polar Bear’s Getting Suntan, she depicts a polar bear sunbathing under a red hot sun and resting on the tip of a shrinking iceberg. Jokingly, the docile polar bear seems to be enjoying the heat; a dark-humoured take on the impending realities of global warming. In design, to communicate a humorous message through one, single image is no mean feat. It’s even harder to make someone actually laugh out loud at an illustration, however Sujin makes all of this seem easy through her truly hilarious digital illustrations. She has been creating images that are filled with immediate wit. In one illustration, Sujin depicts a comically simplified palm tree with long, green hair and a nonchalant expression. The caption, “run away” subtly signifies to the proportionately tiny foot adorned with a white Nike sock, stepping out of a similarly tiny pot. The simple aesthetic strips all line and colour to the bare essentials. The artist’s points of reference originate from daily life experiences that we all encounter, partly the reason to why her work is so relatable. With a “spontaenous” style of working, the illustrator explains, “I usually draw an idea that comes to me in that moment. But before I start to draw, I set the captions for the drawing” which frames the tone and intention of a piece before drawing comes into the composition. 22
Week Further Research Five In attempts to widen knowledge on other Artists’ creative process and how they tie their illustrations to the topic they are talking about. Bookmate Rebrand Understanding how the creative team set about delivering a fun, emotionally-engaging, but simple visual identity for Bookmate rebrand. Firstly, finding out problems of the brand and its service, then reviewing the old logo, colours, typeface and illustrations. Was the font too outdated? Was the style of illustration too complex? Were the identity elements working as a system? Next, identifying brand values was important, to decide how to represent visual identities. For example, words such as picky, brave, accessible and cosy. Moving on, to establish a tone of voice—such as easy going, witty and ironic, fresh and non-instructive. Now, we then attempt to create a the new mark and app icon, and define its logotype and typography. After each category was chosen, colours are now experimented. It was important to create a wider colour palette; which meant expanding our repertoire in way that would allow us to use a variety of shade across illustrations, marketing communications, and subscription plans. Now, we decide on the illustration. Our goal was to make the illustration more impactful through colour and shape. The biggest challenge was creating the characters. We tried many variations. We knew it had to be somehow inspired by the logo, and ultimately decided to create 3 main characters that represented Bookmate: the author, the reader, and the service. It’s now much more appealing and emotionally-engaging for uses, and a lot more flexible from a branding perspective. 23
Monica Andino An illustrator and graphic designer based in Honduras, Andino visually communicates people, places and things— anything about everyday life. She has a great ability to capture a moment and story-tell the topic at hand, whether it’s a generation of millennials or dog culture. Geoff McFetridge A minimalist style that tells ordinary situations with a sense of humour, irony—placing subjects in ordinary situations humorously. Christopher Delorenzo His simple monochrome drawings manages to convey a rich narrative in black, white and charm; monochromes with a story. The nudes are stunning— voluptuous and with such a great expression of form—but with a wry eye on the modern world as they clutch an iPhone. Even without much in the way of facial features (just a nose, in some cases), their faces speak a thousand words. 24
Mailchimp Bringing dry topics such as ‘sending and receiving emails’ and ‘insights and analytics’ to life. Nick Alston Describing his style as “fun and simplistic, you can see Tokyo’s charming influence in many of his bright and colourful illustrations. Harry Mckenzie Naive and humorous illustrations; Harry’s outpouring of drawings function as a kind of visual diary of the human condition. Statements are written out in wonky capitals pressed hard into the page with a raw honesty. “It definitely started as a therapy. I was having bad month a while ago and it was just a way to get stuff out onto paper—get ideas and thoughts out physically so you can see them and get over them.” “Just being outside and talking to people and getting out of the house is a big inspiration too. Conversing with people or being out seeing things Something can just catch your eye or your ear and you know you can turn it into a drawing.” 25
Sail Steinberg Witty drawings Jean Jullien French illustrator Jean Jullien draws witty illustrations that point out our absurd addictions to technology, social media and our smartphones. The artist is famous for mocking our obsession, which cuts us off from the real life, leaving us alienated and lonely. Besides his satire, Jullien also uses social networks as a political platform Cute Brute Based in Brooklyn, illustrator Cute Brute creates delightfully risqué images with characters often in seductive poses or in offbeat situations. Mainly male-focused, the illustrator’s clean cut figures navigate a world that’s both familiar and surreal. Cute Brute Based in Brooklyn, illustrator Cute Brute creates delightfully risqué images with characters often in seductive poses or in offbeat situations. Mainly male-focused, the illustrator’s clean cut figures navigate a world that’s both familiar and surreal. 26
Why illustration should be the star of your next campaign— Creative directors and art directors are discovering the huge potential in illustration for reinterpreting briefs in exciting new ways. Editorial commissioners are well-versed in how illustration creates visual impact, especially for abstract topics where a literal approach may struggle. It can inject brand personality into even the driest or most conservative of sectors and keep ad campaigns fresh and engaging. Choosing illustration as the star of your next campaign can unlock a truly global menu of creative talent, primed to tackle your next brief. The possibilities for a brand’s stylistic expression are endless. Root—Online Grocer An online grocery delivery service that focuses on local small scale producers and sustainable produce, Root’s goal was to establish a brand illustration system that embodies this mission. To communicate the brand’s focus on graphic and cultural produce, Root drew inspiration from analog art styles using paper cutouts and ink drawings with a focus on characters to add personality and authenticity. Editorial illustrations 27
Reverse engineering Though it might seem restrictive and limiting in terms of creativity, I decided to think of where I wanted my illustrations to be first, before ideating and putting them into visuals. I felt that this way was better so no double job needs to be done in terms of scale and composition of the illustrations. With an interest in stamps and its collection since young—and how such interesting visuals could fit into a tiny area—I decided to look more into its history, how it evolved and its different narratives on each collection. Stamp Collection (Singapore Philatelic Museum) The widespread use of electronic mail and the entry of huge e-commerce companies into parcel delivery has led to a sharp decline in the use of postal mail and stamps. But in Singapore, one group is reviving stamp collection and letter writing in their own unique way. Stamps are miniature encyclopedias, which record our way of life, rich culture and achievements. Stamps are a window to the world. How do we regain some of its lost glory in the digital age with this age-old hobby/culture? 200 Years of Singapore: Stamps From boats and flowers to nation-building efforts, the many designs of Singapore’s stamps reflect the nation’s progress through the years. Experience 200 years of Singapore’s history, told through these stamps. Britain introduced Singapore’s first postage stamp in 1854 with a royal theme that was to continue for decades. A portrait of Queen Victoria graced the first stamp, which was followed by depictions of other English monarchs such as King George VI. That changed in 1943, when Japanese occupiers imposed stamps with kanji characters, in a move to establish an Asian identity under their leadership. While these tiny items on envelopes might seem inconsequential, stamps tell a precise and colourful story of Singapore’s 200 years of history. Before computers, letter-writing was the most advanced mode of communication. The introduction of stamps revolutionized the postal service, making letter- writing accessible and affordable for all. Migrants to Singapore relied on letters to keep in touch with their families in Europe, China, India, the Middle East and other parts of Asia. Traders and government officers also affixed stamps to commercial and official documents. But stamps today are more than just postal taxes - they chronicle a nation’s journey, highlighting its development through pictures. It was in 1960, after Singapore achieved self-governance, that a stamp first featured the national flag and the words “State of Singapore”. In 2013, a collection of stamps celebrating Singapore’s 48th year of independence contrasted colourful depictions of new landmarks, such as Gardens by the Bay, with black-and-white images showing the country in the past. 28
Week Five Can you imagine having no running water from the tap, and just wiping yourself with a towel instead of taking a shower? Due to severe drought, Singapore experienced 10 months of water rationing in 1963- 1964. The water supply was cut off 12 hours, 3 times a week! This World Water Day, join Water Wally and make every drop count! Let’s do our part to conserve water with good water-saving habits and using water wisely! The sizzling sound, the blowing smoke, the savoury wafts of grilled meat and the sight of the satay man fanning at the flames as families crowd to watch the satay being cooked. Where is your go-to satay place in Singapore? SingPost SingPost releases stamps to mark Singapore hawker culture UNESCO inscription. The four stamps depict typical hawker centre scenes including hawkers preparing food and beverages, people dining at a hawker centre, common hawker dishes, as well as popular hawker centres around the country. “Singaporeans are incredibly familiar with the hawker culture, as it forms an integral part of life in Singapore,” SingPost said in a media release. 29
Why stamps? On the topic of losing and normalising our lack of consideration and ‘proper’ human etiquette with our cultural consciousness, I can also talk about our lost of culture in stamps and mailing. Using stamps to capture the essence of our local cultural consciousness. More localised content; instead of attempting on ground activation which yes, could be interesting and bizarre, but does not incite a sense of familiarity, and might not cater to al target groups. At this point of time, I’d also want to include more ‘practical’ instead of experimental projects in my portfolio This attempt is to celebrate such inconsiderate culture, bringing ‘putting a new light’ into another level of interpretation. I do not want to cultivate domino effect in hating and blaming one another, but to instead celebrate such a uniquely Singaporean culture Celebrating the Singaporean identity—“After 56 years of nation building, meteoric economic growth and progress, the picture that emerges of the Singapore identity — described by Singaporeans themselves — is not exactly charming or cheerful.” Since we can’t change behaviours and incite ‘common sense’ into people who have lived through different experiences, we can only work on how we ourselves could possible see and feel about certain issues. Showing consideration to others is a learned trait; it is not easy to educate. Tentatively The stamps can be in collaboration with Singapore Philatelic Museum, reviving the art of writing and mail by finding humour and wittiness in our mundane, annoying and lifeless days interacting with inconsiderate humans. It can be a follow up collection after their recent Singapore Hawker Culture series. Maybe I can attempt to digitalise the stamps—to cater for younger audience—incite curiosity in owning them digitally before taking part in such culture physically. I can also educate them through their means of daily communication; digitalised content. Stamps as a medium Using stamps as a platform—“It’s good that he used this occasion to tell these people that this is really unacceptable behaviour, and that, being a small country, we cannot afford such selfishness,” Pm Lee. I could use it as a medium to rediscover, raise awareness and create new ways of spreading a message. As stamp serves as a significant era carrier, it would also be interesting to commemorate and remember this time of our culture where we have, sarcastically. Each design can represent a particular ungracious behaviour, which can expand into a stamp series. Perhaps, when all the series of stamps are placed together, it will form a complete image? 30
Singaporean truly The Singaporean identity Singaporean culture—Extracted from articles and forums What are the reasons for the uncaring, selfish Behaviour of Singaporeans? I can discuss about the humanity and concern for others in a first World city—with such boorishness and with the presence of third world citizens. We were all brought up in an environment, under the government where a whole generation has grown up believing that if Singaporeans get into trouble, they can expect no help from anyone. Maybe it is also because of our education system where absolute or textbook answers are more ‘correct’ than people’s opinions. It created a passive-aggressive environment where Singaporeans have become too self- centred and insensitive to other people’s plights, where no one would be keen on helping each other. We have cultivated the “there’s no such thing as a free lunch” mindset. Pm Lee mentioned in his National Day Rally speech that “there is a rising trend of not-so-good behaviour. We seem to be getting less patient, less tolerant, less willing to compromise in order to get along.” This is perhaps due to the disappearance of the “kampung spirit” of old, he said. In the past, neighbours met regularly at common spaces, whether waiting for a lift that stopped only once every three floors, or watching TV at community centres. Now, Singaporeans lead more private lives and interact less with their neighbours. And “less interaction results in less consideration, maybe more self-centred behaviour”. Seah Chiang Nee wrote that, “As the pressures of life in Singapore go up, people’s tempers seem to get shorter. More Singaporeans seem to be losing their cool, blowing up in public at the slightest disagreement.” Singaporeans often comment that “it is rather difficult to be gracious with so many people packed into one place. It is suffocating to live in Singapore.” Contrast So far, it seems to me stamps have always been portraying everything beautiful and honourable. But is our country really that pretty? Are its people really that beautiful in their minds and hearts? Perhaps, I could use stamps as a contrast. What if I place something unsightly on a platform so valuable and honourable? 31
Week Five—Six A look into international stamps City of Peace A set of stamp design for a contest organised by “The Memorial Hall of the Victims in Nanjing Massacre by Japanese Invaders”. The theme of this stamp is the Nanjing • City of Peace. These graphics of my stamps inspired by the buildings, sculptures and some historical relics in the museum. Finnish Post Stamp design for the Finnish Post. Released in September 2015, the stamp sheet includes six individual first class stamps. Each playfully depicts a small house inspired by Helsinki architecture, allowing people to put together a miniature town of their own when using the stamps on an envelope. 32
Start near size is like, how its composition is Having my own tiny stamp collection like for the information and how the collected from years ago, I decided hierarchy is present. I wanted to look to soak them in water to revive the into the use of colours and details stamps itself. I wanted to look at the within the illustration too. actual sizes of stamp, how the font 33
Home, truly During our Spring Break, I made a trip to the National Museum of Singapore for an exhibition named ‘Home, Truly’. It was an exhibition about growing up in Singapore, 1950s to the present. With just plain interest and curiosity in Singapore and its past, little did I know this eventful trip would be beneficial in my thought process for this project. I learnt about events, campaigns, and people’s emotions about Singapore and Singaporeans, which made me feel stronger and passionate towards my project. Campaigns Within this exhibition, campaigns of the past were exhibited as a part of ‘growing with Singapore’. There were mainly campaigns about courtesy and consideration for others. This sight was interesting. It made me think—how long has Singapore been facing issues about its people having little to no courtesy? Courtesy Campaign Poster In 1985, the courtesy campaign began in 1979 to encourage Singaporeans to show courtesy, consideration and kindness to one another. The campaign mascot, Singa the Lion, was introduces in 1982 and appeared on posters, billboards and various media advertisements. 34
Reflections them, what can be improved and A part of the exhibition was an what they like about Singapore. interactive space where people Many of the reflection were quite could leave their thoughts and heartwarming to witness. It was an reflection about Singapore interesting and rare opportunity. and its people—what is Home to My thoughts These were undoubtedly very reflective, and I also took a moment to put myself in the shoes of these people; what they hope for Singapore to be in the future and how it would benefit ourselves. This visit to the exhibition provided me a huge motivation to continue working on my project. 35
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Jean Jullien Really love Jullien’s sketchy and marker— like strokes used in his outlines which gave his illustrations and the composition more personality. Also appreciating his simple shadow shading, by using just 2 different flat shades, I enjoyed the simplicity and rawness in his illustrations, which I would want to experiment with in my illustrations. The amount of colours used in his works <5 also made me understand that less is more 话不多说, Time to put these words into actions Sketch 2 In the meantime, I experimented with I started by attempting to make different Procreate brush strokes to the characters’ features consistent achieve the ideal raw and sketchy and unique before diving to its look I was looking for. proportions and body features. 37
Week Illustrations Seven Going with an average stamp size of 4cm by 5cm, I drew the sketches within the border of those dimensions. With the previous lists of the various behaviours, I had it side by side whilst visualising them into illustrations. An avid fan of perfection, I realised that I could not leave sketches as they are. Even the draft had to look perfect to me. I was sketching whilst adjusting and mastering perfect proportions; just for a draft that I still plan on refining and adjusting it a few more rounds as I go. At the same time, I tried to give each stamp a title that best represented it—satirically. I wrote at the side a few of the names so I could go back to it afterwards and think about it again. 38
Layout I decided to categorise the stamps into four different series—the transport, housing, toilet and the public spaces series. While sketching the individual stamp, I also tried ways to place them in their own series, to see how the overall composition would look like on a ‘sheet’—known as First Day Covers. I adjusted in ways that the entire sheet will look balance and nice to the eyes. 39
Week Feedback from Mike Eight Stamps are actually a good place to throw shade, the fact that everything important and ‘beautiful’ occasions are commemorated there. So by putting your ‘ugly’ concept in a space full of value and of high respect, the contrast can be seen quite nicely. It is also interesting to see how stamps are actually limitless in terms of how one designs it— illustrations, printing methods, finishing methods, embossed or deposed, what shape or form can the stamp take, how can it be grouped or packaged—so many ways. For the title and naming of the stamps series; would there be a title for the series, even the categorised ones? I can even attempt to include type and words on the illustration and within the stamp design itself. Look at the previous stamps that are designed. How are those done? Presentation wise, how are you intending to package the stamps? In a folder or a card? Are there ways to present it during crit too—instead of loose sheets of stamps? Further research Found out that I was still clueless into how I should place the information within the design, I look at the many stamps, not only locally but also from other countries—how the composition is like and what the hierarchy is for the different information (price, country & caption). 40
Japan stamps Chanced upon an Ebay seller that was selling many interesting stamps from different countries. One that caught my eyes were the ones from Japan. The colours used were pretty, the composition was neat and even the shapes were interesting too—unfortunate that I already have my basic shape set up—and do not have much time to refine them into other shapes. I also understood that the composition of the information do not have to be consistent throughout all 14 stamps. They can be different! 41
Development Only at my third I continued refining sketch after sketch until round of refining, I was satisfied with the thickness of outlines, would I then work in its proportions and the overall composition. I actual Final Artwork forgot to mention—I did them in a smaller scale size (of course, so the file size was easy to handle, and I could larger by 30% of look all 14 stamps at one go—which was easier the intended scale to see if the strokes were consistent and if the and dimensions. proportions of each character looked good too. 42
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Part 1 Initial measurements were 5cm by 4cm. I wanted the stamps to be bigger, taking the unconventional stamp-size-route, and for obvious reasons wanted my illustrations to look big—I mean, it took me so long to draw them out, wouldn’t I want it to be seen? Part 2 However, when placed together in the composition where it would eventually be printed together on the sheet, the stamps looked too big. Instead of attempting to put more attention on my illustrations, everything just looked like it was ‘screaming’. It didn’t look good, I was too greedy. Part 3 Putting down my greed in wanting to showcase the illustrations to its fullest extend, I downsized the stamps by 0.5cm. It looked better. I couldn’t bear to make them smaller anymore! 44
My composition I placed the stamps in a way the overall composition (the spacing between each stamp and around the borders) looks balanced. And when held up, would look comfortable to the eye—in a sense easy to look at, at a glance. Mike’s suggestion Suggesting that the stamps should not be stacked up and down, but placed horizontally and individually on its own so no stamp will steal another’s limelight—Which I felt that the composition looked too ‘long’ and uncomfortable. When held up, the sheet does not look balanced either. It felt like reading a book, where it would take really long for a person to look from the left to the right. It didn’t appeal to me. Week Moving on Nine After dealing and deciding on a scale and —Ten composition I was happy on, I went back to finalising the illustrations’ final artwork. There was little time left, I should not hesitate and think twice anymore! If there are still elements I’d want to improve, I tell myself it is okay and that I would still have summative to work on it! 45
Composition Mike’s Feedback Difficulties in attempting to To avoid using another border incorporate information within the within the stamp as it could break borders of the 4.5cm x 3.5cm stamp. the composition. Also avoid such a large title as it will still the attention I had a dilemma between choosing of the illustration and its narration the conventional route of stamps itself. Your main importance should design or to be explorative and be the narrative of your visuals, not attempt boundary–pushing design the title that interprets the situation layout which could be risky, yet an for you. You have to understand the adventure to explore. hierarchy of importance here. Colours l Experimented with the different colour palettes to see which combination was more harmonious. 46
A habit Personally, it seems that I do a lot of double job. Before colouring in them individually, I like to colour the down scaled version (where I could see all at one go), and colour while I improvising them. It was a draft to see which colours should go where, which combination should be used It might seem like a lot job to do it again in actual size—but I beg to defer. Imaging working on them individually and not being able to see if the combination; especially within the series is compatible? Hierarchy In the midst, also deciding which information was more important and what font size it should be. 47
Colouring in Finally satisfied with the colour combination, I shall now start on the actual scale. 48
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Title l In continuation of the concept, i Attempting to give the title of ‘Me gave the text more character by First, You Second’ more character illustrating them as wood plank that to it, instead of just using text to mimics the crate, and a ribbon that put it on the intended packaging. I could flow and balance throughout wanted to signify ‘bad apples’ within the entire composition. Feeling the nation, which is why there is a extremely gimmicky, I know. character holding on to a crate of box with both good and bad apples. Researching too much on Jean instead of helping, decides to take a Jullien’s work, I got caught up with picture first. Very literally ‘Me First, his concept of social media and You Second’. However, after much linked it to my rendition of ‘Me First, thought, the interpretation in this You Second’; Camera first before could be too extreme and cheesy, anything else. In the illustration, I and might be more of relation wanted to narrate that this person towards social media instead of has fell into a trap, but a passerby graciousness and ethics. 50
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