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Close Up

The objective of this campaign was to reinforce the Close Up toothpaste
gives users the confidence to flirt and get closer to the people around them.
The digital space was perfect as it makes it easier to break the ice and
connect with people, thus overcoming their confidence barrier and
fear of rejection.

The big idea was to create a fictional character called 'Miss Bubblicious',
the winner of Close Up’s Hottest Flirt Contest the year before. As an attractive
young lady with a busy social life, she will share her secrets of flirtation
with everyone. Whether you’re single and available or in a relationship,
everyone can benefit from a few lessons in love from Miss Bubblicious.
Everything that we could tap on from the digital and social platform
was utilised; from virals, the YouTube Channel, a mobile ringtone and
ultimately the Facebook Fan page.

There's also a guide to her “Bubblicious Speak” - a hip lingo that Close Up
can own and young people can use in emails/instant messenger such as MSN.
A link to her Wikipedia entry, detailing her life – sharing how popular
she is after winning the contest. Finally an application where users can type in
words and Miss Bubblicious will turn your word into a funny, flirtatious phrase/
pick up lines. She will create awareness and hype for 2009’s Close Up
Hottest Flirt Contest – there will even be a countdown clock telling people
when the contest will commence.

Brand product Campaign / Digital Advertising / Art Direction & Design
Art Directors: Daniel Koh, Xavier Teo (OgilvyOne) / Copywriter: Grace Tan (OgilvyOne)

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LEVIs RedTab: Curvés

Bespoke type application on print ads for a new range of slim-cut ladies jeans
from the renowned jeanswear label. This was finalised after a rigorous brand
naming exercise as illustrated from the various explorations below.

Print Advertising / Bespoke typefaces / Art Direction & Design
Art Director: Diana Tang (OgilvyOne) / Copywriter: Grace Tan (OgilvyOne)
Photographed by Chuando & Frey

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LEVIs In-Store Wallpaper

Levi’s wanted a fresh new approach for their in-store branding,
and the first phase was to embark on primarily showcasing their
high-end collection in their refurbished concept store in the
Raffles City shopping mall. Shown here are part of a series of
initial concept proposals for the interiors.

Environmental graphics / Illustrations / Art Direction & Design
Images sourced from Levis image library

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One&Only Resorts, Reethi Rah Maldives

For the resort’s 2008 Christmas collateral, a series of geometric-based icons
was developed to convey the immense diversity of the festive events and activities.
These icons are based on a customised ripple symbol which formed the core visual
idea and provided a distinctive frame for the floral illustrations. These were applied
to guest cards, invitation cards and the festive brochures.

Festive Collaterals / Illustrations / Art Direction & Design

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Angsana Velavaru, InOcean Villas

A new on-property brochure to promote Angsana’s Velavaru new
34 water villas 'InOcean Villas' located in an unexplored part of the
Maldives Archipelago. Managed by the Banyan Tree Group, Angsana Hotels
and Resorts operates over 10 resorts and hotels, over 40 spas, and in
excess of 40 retail galleries. Taking the opportunity to re-work on their
existing corporate templates, the end result is a publication which takes
value cues,interpreted through a strong colour palette, visual language
and a minimalist design grid that’s reflective of the Angsana brand.

On-property collateral / Art Direction & Design
Photographed by Felix Hug

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Qube Studio (Identity redux)

A robust and flexible identity reflecting Quentin Berryman's core values as a
provider of creative and branding solutions. The website was also re-designed
to reflect this personality. Both offline & online executions evoke the simplicity
and starkness to obtain a maximum visual standout. The re-tweaked logotype
solution is a black and white execution of typeface Swiss 721. The letterforms
inspired by Helvetica, which the designer Max Miedinger re-created in 1982
for bitstream.

Brand Identity + Stationery re-design / Bespoke typeface / Art Direction & Design

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Qube Studio website

The website utilises a simple navigation system to separate various sections.
Projects were sorted by chronological order and by discipline with all
photography done and retouched in-house and supported by a robust CMS.

An online application and D-I-Y pictogram generator entitled 'Qube Spark'
was included on the site. The interface echos the construct of a cube, dividing
them into eight equal sides where the end user can construct their own pictograms
and icons for download or simply upload them to Twitter.

Website design / Identity / Art Direction & Design
Portfolio re-assembled and photographed by Daniel Koh
Website and Spark design: Daniel Koh, Reinald Chee

www.qubestudio.com
www.qubestudio.com/spark
twitter.com/qubestudio

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Qube LightBox

Qube LightBox was Quentin's labour of love and it showcases his passion for photography.
He requested a website, similar to Qube Studio, that not only displayed his photography
elegantly but at the same time rapidly and simply. Prior to the Qube Studio website,
a logotype was also developed with this brief. The website uses a simple menu to
separate the pieces into their respective sections with a robust CMS.

Website design / Identity / Art Direction & Design
Programming and CMS: Reinald Chee, Shang

www.qubelightbox.com

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Economic Development Board – Corporate Identity Guidelines Book

An entire new suite of identity system and brand applications was developed and
expanded for the government body, this was re-worked and re-designed based on
the existing templates provided.

PDF Corporate Identity guidebook re-design / Art Direction & Design
Copywriter: Daniel Koh

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Nike LunarTrainer+ Campaign

Nike needed an edgier and timeless typeface to compliment their new campaign,
hence Dutch designer Wim Crouwel's Gridnk was chosen for Crouwel's devotion
to grids and systems in his work. This was in parallel with the design characteristics
and persona of this series of trainers.

Print Advertising / Typographer / Copywriter: Esther Tan (OgilvyOne)
Art directed with Melvyn Lim (OgilvyOne, Singapore) and motion sequence by Mom3ntum

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Bunch: Bastardised book

An invitation to 'bastardise' the Bunch Design's logotype identity. This was further
complied into a book with the rest of the contributors around the world. The book
showcase sthe wealth of creativity, beauty and humour found within 289 of the
Bunchisms specially selected from 750 contributions.

Designers included Malcolm Garrett, Jonathan Ellery, Paul Davis, Marian Bantjes,
Stefan Sagmeister, James Goggin, Carlos Segura, Build, Paul Insect, David Quay,
Vince Frost, Si Scott, Julian Morey and many more. This publication was also included
in the 2008 D&AD Annual. So here's a nice lacey thong to show-off that (B)ooty.

www.madeinbunch.com

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Dual City Sessions: Null

Having exhibited throughout Japan in cities such as Tokyo, Sapporo, Osaka and Nagoya.
The first installment of Dual City Sessions marks the first overseas collaboration.
This is the first time they are exhibiting out of Japan and also the first time it involves
foreign artists. For this exhibit, the first of its series, Tokyo-based conceptual unit,
collaborated with artists from Singapore toinitiate a new kind of dialog, one that revolved
around the theme, “to subtract is to add,” or “-=+.”

My version for this piece embarks on a different twist, when we tear down these walls
to replace something new doesn't employ adding value to it. This arose prior to the debate
whether Pearl Bank apartments should make way for a luxurious property. Pearl Bank
is a national landmark and that makes it priceless.

In collaboration with Felix Ng (SILNT)

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Mom3ntum

Identity and brand application for this award winning pre & post production consultancy.
Their identity was pieced together from moving frames/stills that make up the alphabets.
A new technique was discovered while printing the logo on spot varnish; and once reflected
against the light it exudes a three dimensional optical illusion.

Identity + Stationery re-design / Bespoke typeface / Art Direction & Design
Website re-designed & art-directed by Xavier Teo, Programming by Shang

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Wai Teik Photography

Part of a set of Identity, stationery design and promotional collaterals for
award-winning fashion photographer Wai Teik. Wai Teik wanted a cost-effective
way to showcase his diverse photographic print work, hence the solution was to
utilise the A1 format and folding it down to 4 parts.

Self-Promo collateral / Direct Mailer Poster / Art direction & Design

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WanderWonder

Identity and brand application for this local bespoke fashion label that
also specialises in international retail concierge. The label owner
wanted a typographically expressive logotype with a twist, so we
combined the ligatures of letters 'A' & 'O' with 'W' to form an
expressive marque which can be applied to giftwraps and sticker labels.

Identity + Stationery design / Branding / Bespoke typeface / Art Direction & Design
Website coming soon...

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FL.ag Magazine: The Health Issue

Projects like these gives us an opportunity to express our sordid humour.
Daniel from Fl.ag asked us to contribute a piece that depicts health in the
new millenium. We envision drug-related/inspired music in the form of
self-help audio recordings. They don't record on cassette tapes now do they?

Curated by Steve Lawler (not the DJ) & Daniel Chong (FL.ag)

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Yu–Mei: Too Many Thoughts

Identity and stationery design for local copywriter. The reason behind the sign-off
is that most writers hardly write on paper anymore, they type. Her website and blog
were re-designed in tandem with this revamp.

Identity + Stationery re-design / Website + Blog re-design / Art Direction & Design

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Prive, The Waterfront Bar

Design and photography (all shot in-house) for renowned F&B establishment.
The idea and execution was to avoid the clichéd front cocktail shots seen at various
psuedo high-luxury bars. To break this stereotype we presented them as beautiful
intricate pieces of art, and it seemed the logical solution to shoot them top down,
beautifully showcasing the myraid of colours and textures of the beverages itself

Menu re-design / Art Direction & Design / Photographic art direction
Photographed by Daniel Koh

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Dockers Jazz (Global Music Festival)

Identity and brand application as a global CRM program for the international veteran
fashion label. With jazz as the proposition, we employed jazz instruments that formed
the structure of the San Francisco bridge. The marque was applied to T-shirts, billboards,
flyers and a press release tool kit that came in the form of a musician's box.

CRM Branding / Identity / Promotional collaterals / Bespoke typeface / Art Direction & Design
Copywriter: Grace Tan (OgilvyOne) / Illustrated by Andy Yang

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Dockers LINK (CRM Identity / Campaign)

Identity and brand naming and application as a global CRM program for international veteran
fashion label. ‘Link’ provides full access and privileges to events like golf, spa, wine tasting,
food festivals to enhance its presence and offerings to new & existing customer base. All within
the spirit of San Francisco. The strike through type is an expression of binding these lifestyle
perks and acts as a graphic placeholder for future promotions and events.

CRM Branding / Identity / Promotional collaterals / Bespoke typefaces / Art Direction & Design
Copywriter: Grace Tan (OgilvyOne)

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LEVIs Ultra Premuim Range: The Andy Warhol Collection

Identity and brand application as a global CRM program for international veteran
jeanswear label. A series of premium gifts were proposed and presented to coincide
with the release of their premium jeanswear collection. These were presented in
two forms, one as a classic ViewMaster that came with slides of the entire collection.
The other came in the form of an acrylic lighbox set that doubles up as display pieces
for the home. Both formats came with product details, a catalogue number and
retail information.

CRM Branding / Identity / Packaging / Bespoke typefaces / Art Direction & Design
Copywriter: Grace Tan (OgilvyOne) / Images sourced from Levis image library

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LEVIs RedTab Campaign: One Pair, One Life (Ad Proposals)

RedTab campaign proposals with bespoke type execution, originally conceived as a
precursor for their range of RedTabs. The execution seeks to map-out the evolvement
of life as an individual, from fashion sense to the choices made from having a career
to the person you want to love. No matter where you go, live, work or play, your pair
of Levi's will always be your first... and last.

Print Advertising / Bespoke typefaces / Art Direction & Design
Copywriter: Priya Suri (OgilvyOne)

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American Express KrisFlyer Gold Identity

Identity for American Express 50% + 50% KrisFlyer CRM Campaign.

Campaign logotype re-design / Copywriter: John Scott (OgilvyOne)

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Readers Digest (China edition)

A repositioning campaign promoting subscription to the China market for this
leading international magazine. Unlike previous advertorial efforts the magazines
now form the basis of the idea, by stacking and re-arranging them to symbolise the
Chinese national flag or a landmark such as the Great Wall of China. The intent was
to photograph the entire set in the studio but unfortunately with a minuscule budget,
illustration was employed as the exection.

Print Advertising / Illustrations / Art Direction & Design
Copywriter: Priya Suri (OgilvyOne)

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Cisco - Global Inclusion Program

Internal communications program for renowned technologist company which covered
identity, online application and execution. The identity is based around a dynamic and
modular typographic logo, derived from combining the letters ‘I.Q.’ and the 10
questions that form the basis of the program. It also provided a distinctive frame
for photography, illustration and moving images.

Identity / Microsite / Marketing collaterals / Illustration / Art Direction & Design
Copywriter: Esther Tan (OgilvyOne)
Intro sequence designed with Sharon Tan (OgilvyOne)

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Cisco – Small Medium Businesses Campaign

An Asia Pacific campaign pitch specifically for small and medium enterprises.
The idea was brutally simple: consolidate resources, white papers, data product
specs sheets and feed (fit) them all within a specifically built search engine that
is proprietary to the firm. It not only reinforces the firm’s unique, theory-driven
approach, it also showcases their technology and brand ethos. To further reinforce
the marketing campaign, we presented news portals, print ads, eDMS and media
rich banners to define that there is only one human network.

Click on the interface below to view the Cisco Telepresence development mockup.

Telepresence interface designed with Mark Taylor & Reinald Chee (OgilvyOne)
Art Direction & Design: Daniel Koh, Melvyn Lim, Mark Taylor, Reinald Chee (OgilvyOne)

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Cisco (Various S.E.A. Campaigns)

Various product and campaign collaterals for renowned technologist company.
The scope covered brand online applications and offline executions.

Click on the 'Power-On' icon below to view the CISCO Small Medium Businesses
demo presentation.

Print Advertising / Promotional collaterals / Web banners / Art Direction & Design
Copywriters: Esther Tan, Grace Tan (OgilvyOne) / Designers: Daniel Koh, Sharon Tan (OgilvyOne)

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Diageo Digital Day

Bringing a golfer’s passion to the city, this interactive ‘Bar Finder’ features
9 of the best bars in town within walking distance of each other. If you select
one of the 9 bars, you will be swept through the city at street level, as a voice
over gives you an overview of the establishment, its heritage and the surrounding
area. When you reach the bar, you can take a virtual tour of the interior,
meet the owner, and watch the barman make the drink that put them on the map.

Co-art directed with Xavier Teo & Mark Taylor (OgilvyOne)
Copywriter: Noel Yeo (OgilvyOne)

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Visit The Other Britain.com

The objective was to show the younger generation what a diverse experience
they could discover if they visit the UK. By guiding users through the wired
and wonderful events, sports, food and culture from UK, we have given them
an alternative to the expected visit to Buckingham Palace and Madam Tussauds.
As they browse the site, they’ll not only find the best place for fish and chips,
but also a richer more cost effective view of the UK with experiences closer to
that of a local, than a tourist. There’s also a healthy dose of unbridled British
sarcasm. Targeted primarily at the youth, the campaign uses the digital medium
to diffuse the message, in both English and Thai- with the revamped website,
viral videos, banners and EDMs.

Identity / Website / Web banners / Illustrations / Ambient / Print Ads
Co-art directed with San Yap, Xander Lee & Reinald Chee (OgilvyOne)
Copywriter: Noel Yeo (OgilvyOne)

www.visittheotherbritain.com

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Economic Development Board

Corporate literature to communicate to stakeholders and potential business
partners that Singapore is a good port of call between her neighbouring states.
As the corporate identity was already developed, we combined the 4 boxes to
form the ‘+’ sign to symbolise collaboration as a A2 foldout poster. We then
picked significant landmarks from each of the participating countries to form
the collage of a surreal cityscape from dawn to dusk.

Corporate Literature / Art Direction & Design / Copywriter: Noel Yeo (OgilvyOne)
Illustrated by Andy Yang

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Durex

Snippets of ideas and various visual ambient explorations of how Durex is making sex fun &... safe.

Ambient Ideas devleoped with Peter Moss (OgilvyOne)

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DHL Worldwide Express

Microsite & widget execution to accompany the print campaign. With the insight
that customers know when their package arrives; he/she are in total control with
the confidence of knowing. With ‘All The Way’ as the brand personality, these extended
into a product demonstration campaigns in the form of games and a widget that informs
you when your parcels arrives and a memo function.

Widget and Microsite / Illustrations / Art Direction & Design / Designer: Jonathan Ng (OgilvyOne)
Copywriter: Daniel Koh

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DHL

Print, concept & illustration execution to highlight certain key facts and figures
that drives home the message of the human spirit in the Olympic games.

Print Advertising / Illustrations / Art Direction & Design / Copywriter: Grace Tan (OgilvyOne)

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Cisco Express

Talk about mobile technology. This is CISCO Express, where products, discussions and
new technology unfolds right before our very eyes and it's where we interpret CISCO's vision,
or should we say their vision of the future city. Very much TRON-inspired in the making
but nevertheless it met their requirements.

Vehicle Design / Art Direction & Design / Copywriting / Illustrator: Eric Foenander
Copywriter: Daniel Koh

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All Back To Mine

An excuse to flaunt personal musical tastes hence the gig moniker with Zouk
playing host. Flyers with a different series were applied on a monthly basis.
A special thanks to Sherwood Forlee for contributing his Speak–er product
images for the current series of promo flyers.

Series of ongoing flyers / Bespoke typeface / Art Direction & Design

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Papercuts

As the title suggests, I have nothing else to say.

Curated by Sabrina Lee / Online downloadable greeting cards / Illustration

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Daniel & Larry: Subjects – Bloc Me

Larry & myself talked at great length about how nasty these flyers came stuffed
into our mailboxes everyday and even to the point of having them inserted into the
grilles of our doors. And we seriously think these companies should hire us to develop
a series of grid system & brand application for these 'promos'. This is the result...

Curated by Larry Peh (&Larry) / 2 alternate versions of downloadable 'property flyers'

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Tiger Translate

Branding, marketing material for this newly established contemporary visual art festival,
featuring over 100 artists in the Asian design community. Featured here is the first in the
series of event initiatives and the inaugural brand application developed for the event,
from layout templates, merchandise application to the choice of typeface. The right image
is my contribution to the first volume of the Tiger Translate book: Merge.

Branding / Promotional collaterals / Art Direction & Design
Original logo by Momorobo, Commissioned by Kult (previously TheWorksAsia)

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Pop My Cherry Series 3 / 2007–2008

Series of flyers developed especially for Cherry & her troop of all-female only DJs.
All visuals bearing the uncanny fruit in different manifestations and scenarios,
tthese by the way were the last of the series.

Series of event flyers & posters / Art Direction & Design in collaboration with Cherry

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AfterHours: Volume 8/2008

For the past 8 years, these compilations were given out to friends & collaborators in
the spirit of giving during the Christmas season. It was also an opportunity to flex some
design muscles and an excuse to flaunt some musical tastes. Packaged in a jewel case
with a limited run of 100 copies.

CD Sleeve design + Packaging / Self-initiated project / Bespoke type / Art Direction & Design

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© 2007-2009 UNIT Studio / OgilvyOne (Singapore) / Qube Studio. All rights reserved. The featured trademarks, brands, images
and photographs are the intellectual property of their respective owners.

Return to the UNIT site