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.

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