"NATURE • HEARTLAND • URBAN" is a series of publication created as a fictional promotional material for National Heritage Board (NHB), which emphasizes strongly on the cultures and heritage of Singapore, and aims to foster a national identity among the local citizens.
Bearing the client's vision and values in mind, and adhering to the brief, I was to come up with a publication on 3 heritage trails that helps to promote NHB, as well as to educate my target audience, which was the local families with kids, the rich heritage of Singapore and what lies beneath it.
My publication concept was to be able to bring out the 3 distinct essences of Singapore, being the Nature, Heartland and Urban aspects, and allow the families to explore and experience Singapore with 3 different trails.
2013
Publication
144mm x 206mm
The inside spreads of the publication.
Maps and directions to the various venues are included in each trail so as to assist the family as they embark on their adventure.
Various stickers are included to add a hint of interactive element, especially for the younger ones. The family can choose to indicate their favourite places with the family title stickers, such as "Mother", "Grandpa", and so on. There are also description stickers such as "Interesting", "Far" to indicate the audience's feedback about a particular venue.
The publication was designed to be bindless, meaning that at any point of time, the target audience can just remove any desired booklet from the actual 'spine', and embark on that trail without having to carry other booklets. This binding method was chosen so as to allow convenience in carrying the booklet, as well as to be able to remove the map included inside and carry the map by its own.
Actual look of the publication being "unbinded", revealing three booklets and the 'spine'.
Thank you and have a great time exploring!
