Creating a Highly Recognisable Feature

As part of TILT’s retainer for creative works for NTUC Club, U Sports, our works revolve mainly around their U Games collaterals. From designing the master creative to their below-the-line collaterals, we constantly seek to value-add to our client. In the very first month of our work with them, we had proposed to them that since the U Games has been around for a period of time, there is a need to create a highly recognisable feature which can be here to stay.

With that, we proposed to them to create a series of sports pictograms, each to depict the individual competition that falls under the umbrella of U Games. Each sport pictograms have a distinctive, contemporary graphic style that is intended to make them a highly recognisable feature from this year on.

The series of pictograms.

The pictograms were definitely well-received and have since been turned into iconic give-aways (eg. A4 clear folders) such that awareness is raised.

Below is the design of the folder.

Dig in and Research

TILT has been involved in the pharmaceutical industry for a while now. We recall the days where we had went to Mount Elizabeth to conduct photoshoots. The days where we came up with the collaterals for Parkway College seemed just like yesterday as well. Healthway Medical and her subsideries followed suit subsequently. This paved the way for us to design a series of branding advertisements for Rottapharm | Madaus this year.

Below is a testimonial from our client as well as the artwork which has been created.

“Great job! I really like it that TILT digs into research & open up points as part of your design process.”

Tracy Ho
Marketing Executive
ROTTAPHARM | MADAUS

We Did It!

We did it!

As much as this is the tagline used for NTUC Club U Sports Awards Night 2010 collaterals, this tagline also goes to show how much we take pride in our work. In the space of 12 days, we managed to complete the following:

1) Proposing of master creative

2) Sourcing for Talents

3) Conducting of 3 full days of photoshoot

4) Designing of the following
a) Logo
b) Master Creative
c) Series of 5 Giant Pole Banners
d) Entrance Arc
e) Series of 4 Curved Wall Banners
f) Series of 12 Pillar-Wrap Banners
g) Backdrop
h) Invitation Card

It is without a doubt that as we have our in-house copywriter, designers, photographer and account servicing personnel, are we then able to complete the work. Of course, having an understanding and good client like NTUC U Sports is a must as well. They had worked with us through the weekends, rushing the designs for approval and coming back to us with precise changes. This resulted in a win-win situation for both parties.

The idea behind the collaterals was to create a formally casual impression. This sets the tone to a closure for U Games 2009 as well as the new beginning which U Games 2010 will experience. A celebratory pose against the beautiful landscape of Singapore to let everyone know that with the correct attributes, they will be able to achieve. Everyone’s achievements are measured differently.

You are successful, not necessarily due to the fact that you came in first, but it could be that you dared to try in the first place. You have excelled, not necessarily due to the fact that you are a star player, but it could be that you had put the team as top priority in the first place. They have all done it because they had all believed, in the first place, that they can do it.

“Wow! Pretty damn impressive! The folks at NTUC Club are all very impressed with the design concept of the U Sports Awards Night Collaterals!”
Terence Koh
Executive
NTUC Club, U Sports Department

Below are the series of collaterals which were created.
Master Creative

Series of 5 Giant Pole Banners

Series of 4 Curved Wall Banners

Series of 12 Pillar-wrap Banners

Save the Environment

As a responsible company, TILT is assisting to play a small part in safeguarding the world we live in. We have been advising our clients, who are environmental friendly, to use printers who are FSC certified if their budget allows for print production. TILT has a long standing relationship with our printer-partners and coincidentally, they are all FSC certified.

So why should anyone use printers who are FSC certified? Just like using recycled paper, using FSC certified paper helps to protect our environment. The cost is approximately 50-100% more expensive than normal paper. The percentage is dependent on the quantity printed. If clients choose certified printers, we can then include the FSC logo on the artwork.

So what is FSC?
Forest Stewardship Council (FSC) is a certification system that provides internationally recognized standard-setting, trademark assurance and accreditation services to companies, organizations, and communities interested in responsible forestry.

The FSC label provides a credible link between responsible production and consumption of forest products, enabling consumers and businesses to make purchasing decisions that benefit people and the environment as well as providing ongoing business value.

Trying to do the right thing and buying responsibly produced products can be confusing. The FSC label makes it easy to make the right choice when buying timber and paper products as well as other forest products. Here is why choosing FSC makes a difference:

Only FSC
• prohibits conversion of natural forests or other habitat around the world
• prohibits the use of highly hazardous pesticides around the world
• prohibits the cultivation of genetically modified trees (GMOs)
• respects the right of indigenous peoples around the world
• controls each certified operation at least once a year – and if they are found not to comply, the certificate is withdrawn

As such, if the opportunity arises with budget allowances, let’s all try to do our bit to save the environment.

A big THANK YOU

TILT was tasked to come up with 2 creative buy advertisements, leading up to a half page advertisement in SPH’s Lifestyle Fashion Season Supplement. With a crazy timeline, Singapore Workforce Development Agency came to TILT as they had full confidence in our ability to deliver.

After receiving the brief on 15 April, the design and concept for the the 2 strategic creative buys were made by 16 April afternoon. With the full corporation of the client, we managed to complete the final artwork by the evening. What was up next was even more challenging. Over the weekend, photoshoot was arranged with 3 personnel on 19 April. During the photoshoot (which we were given only 1 hour to do make-up and to conduct the photoshoot), we had to complete the interview with them as well. Once the photoshoot was done, the designers in office were on standby mode to work on the editting of the photographs and preparation of artwork. Working hand-in-hand with our copywriter, the design draft was ready by 3pm.

All sign-offs were coordinated, logos were obtained and changes were made by 20 April. With the ad submitted on time (after WDA had requested for a slight extension), we received this note of encouragement from our client today.

Would like to say a big THANK YOU to you and your team for staying with us on the recent retail advertorial.
The advertorial won’t have been possible without you guys. It was a mad mad rush and we went through it all to see it come to fruition. The advertorial was on print on yesterday’s ST Life pg C13.
Thanks for everything sincerely!

Cindy Lee (Ms)
Senior Manager
Singapore Workforce Development Agency
Corporate & Marketing Communications Division

This certainly is a good way to let us enjoy our weekend!

To view the photographs taken for the advertisement, click here.

Turnaround in less than 2 days!

Singapore Workforce Development Agency (WDA) had a big booth at Suntec City for the Career and Education Fair from 5 – 7 March 2010. The purpose of the the booth was to promote WSQ training to encourage people to upskill and upgrade as part of Budget 2010’s initiatives.

As part of our term contract for copywriting and design for WDA, TILT was tasked to design the series of 11 posters. This project was time critical. Not only did we turn around the job for WDA in less than 2 days, from conceptualising to amendments and to final artwork, we did so while concurrently running other time critical projects which we had on our plate. What resulted were late nights for the folks at TILT and WDA.

Our value add in addition, to the late nights, were that we liaised with WDA’s printers to ensure that this stress is off-loaded from WDA so that they can concentrate on more important stuff for the event. In fact, we were informed that despite the fact that WDA had 2 term contractors, they chose to use TILT as they believe that we will stop at nothing to ensure that delivery and quality is not compromise!

Fab job lots of praises about it… Just wanted to say thanks!

Ms Charlotte Wong
Manager, Corporate & Marketing Communications Division
Singapore Workforce Development Agency

To view the full range of posters designer, click here.

Adding Colour, Meaning and Vibrancy

In a week where there are concurrently about 20 projects running together, TILT received an urgent request from Singapore Workforce Development Agency (WDA) to assist in producing creatives for their townhall event. This was part of our term contract with WDA for copywriting and design.

We received an email yesterday and this is an excerpt of the email.

Thank you for staying with us to get the townhall creatives up and going earlier.
The creatives were lovely and it sure added much colour, meaning and vibrancy to the event.
It indeed has been a joy working with you and looking forward to more opportunities for that in the near future.
Thanks so much and cheers!

Ms Cindy Lee
Senior Manager, Corporate & Marketing Communications Division
Singapore Workforce Development Agency

When we received it, it definitely makes the late nights worth while. This is the value which we bring to our clients – in times of crunch, we always deliver.

Be the Change!

‘The only constant in the world is change.’

As much as the abovestatement is true, the below statement is equally true.

‘People are resistent to change.’

So why is the vast majority of people resistent to change? There can be a variety of reasons. It can be due to the individual being in his / her comfort zone and see no need to change. Afterall, why disrupt and change something that is working perfectly well for you?

In recent times, companies tend to embrace change better. Especially with the increase in design knowledge, it can be seen that there is an increase in the number of companies who embrace change. One good example is how there is an increasing number of companies going through re-branding exercise.

With this positive towards change, in one of our recent projects with the Prime Minister’s Office (PMO), Public Service Division (PSD), TILT is assisting PSD, through the conducting of photoshoot that produces photographs of high visual impact and designing of the posters, to promote PS21 officers who had embraced change and ambassadors of change. They lead by example and create the difference to their colleagues, their organisation and in some instances, to Singapore.

They have all played their part. Will you? Be the Change!

Witness the Green Dot Revolution

What is the little red dot?
Have you heard of the little Green Dot?
Be prepared for the Green Dot Revolution.
Witness the Green Dot Revolution on 24 July 2009!

Design Matters: Version Control

In the last few years, we have seen how Adobe Creative Suite had been upgraded from CS to CS 2. It took a while for the CS 3 version to come out but within weeks of its launch, CS 4 surfaced on earth.

There are some people who had been on the relentless pursuit of upgrade. Each version offers some newer options which are very valuable that the older version will not be able to achieve. In TILT, we have been on a slow and constant upgrade. In fact, we have Adobe CS 2 on 1 computer, Adobe CS 4 also on 1 computer and the rest of our computers are on Adobe CS 3.

So when this happens, how can our workflow be such that it can still be seamless and be inter-changeable such that everyone in TILT can work hand-in-hand to complete a massive project?

Below are 2 examples using Adobe Indesign as the software (since that is the software which TILT uses for almost all our work):
Work was done in the lower version of CS
Voila! Your worries are solved as Adobe CS, like many other software, is backward compatible. This means that work which was done in Adobe CS 2 can definitely be opened in Adobe CS 3 or 4 and all of you can still work together (provided the first piece of work is done in the lowest version).

Work was done in the latest version of CS
There had been many instances of this situation happening, not only at TILT but in other companies as well (as far as we know). This is a quick tip such that work can still be completed across all the different platforms.
1. Go to File > Export.
2. Set the format to InDesign Interchange. (This will make a .inx file.)
3. Older versions of InDesign can open that .inx file.
4. Open the .inx file in the older version of Adobe CS.

And with this, you can continue working as 1 company!

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