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.

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.

Where U Truly Matter

It seems just like yesterday when we started working with Education Services Union (ESU) on their re-branding exercise. In the early days of 2008, we were recommended by one of ESU’s contacts and ESU decided then to hear us out and listen to what we have to say about their rebranding exercise.

The tagline which we subsequently proposed “Where U Truly Matter”, successfully encapsulated what all union members can experience when they join ESU. What followed then was a series of re-branding work which includes the following

Design of Corporate Stationary

Design of Corporate Brochure & Folder

Production of Corporate Identity Guide

Building of Stock Photography Library

Design of Launch Video (in Flash)

This relationship continues till this day and with the recent conclusion of the production of their corporate video, we look back and we are truly happy that both parties have truly benefitted from this relationship.

Leaving on a Jet Plane

Closing off the end of 2009, TILT had been very fortunate to have long-term clients standing by us and with their continuous support, we had attained notable achievements and overcame the bad news surrounding the market.

TILT will be closed from 7 – 10 January 2010 for our annual corporate retreat. As we will be overseas during this period of time, we will have limited access to internet and emails. We apologise for any inconvenience caused.

However, be rest assured that when we are back, we will be refreshed! With competition from other agencies becoming stronger and fiercer, we look forward to more client support with trust in our quality of work and service excellence . At the same time, we promise that we will be working harder than before and will fulfill our promise of DESIGN MATTERS to the clients!

Testimonial from Healthway Medical

On the night prior to our annual corporate retreat, we were in a mad rush to meet deadlines and to close some projects. One of the projects which TILT was working on was a series of advertisements to be inserted in various media such as The Expat, Motherhood, Young Parents as well as Straits Times.

As we left the office at about 10.30pm after the project had been completed, we were pleasantly surprised to receive an email from our client.

Thanks again! I am very impressed by TILT’s work ethics and positive attitude as always. Glad to have your team as our working partner. Cheers!
Dr Noel Yeo
Business Manager (Paediatrics/Special Projects)
Healthway Medical Group Pte Ltd

Once again, these are the small gestures by our clients to reaffirm our service standards as well as our claims for Design Matters. Thank you Healthway Medical Group!

Your Spirit, Our Inspiration

For the 3rd year running, TILT has been covering the Standard Chartered Singapore Marathon (SCSM) as the Official Photographers. With our largest team to date (comprising of 8 photographers and 4 photographer assistants), we had a combined 73 hours of photography coverage on 6 December 2009.

After taking a total of 25.6GB of photographs which amounts to 9379 photos, we sat back and reflected on why we had always enjoyed taking SCSM. The tagline of “Your Spirit, Our Inspiration” definitely is definitely apt in explaining the reason.

In all 3 years of coverage, we witnessed the grit of tens of thousands of people enduring a punishing 42.195km route running their own race. There are the elite runners who come in at a breath-taking 2hr 10mins timing and there are the everyday people who push their way through and come in at also a breath-taking 9hrs. Their spirit and endurance is what we should applaud.

Your spirit was shown through friendships formed on the road.
You cheered each other on!
You helped each other as you struggled on!
You continued on the even though you were in a cast!
Your hands raised in unison as you crossed the finishing gantry!
Spiderman, the Witch, a Bride, Santa Claus, Super Woman! These were how some of you had assisted in making the marquee event of the year a more colourful event!

This year, we witnessed how one man raced to the finishing line armed with a bouquet of flowers, a ring and a banner professing his love to his girlfriend.

Your spirit is our source of inspiration. Your marathon makes our race for you worthwhile. We thank the 50,000 people who took part in this year’s Standard Chartered Singapore Marathon for being a part of TILT’s memories.

We look forward to SCSM 2010 and may your spirit be our inspiration again!

To view some of the photographs taken, you may visit our Facebook page.

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