My Business Journey

We were commisioned to design a 28-page, spiral-bound Curriculum and Programme Guide and 6-page Brochure for prospective students of the Singapore Management University's Lee Kong Chian Business School. The School wanted to communicate its offer of diverse and rich experiences for the individual, and to update its Buide/Brochure to appeal to its youthful target while maintaining its business professionalism. They had also wanted to integrate a calendar into the Guide, with a central spine of tabs featuring different subject majors.

After some brainstorming, we decided that the art direction for the photography and the eventual Guide/Brochure was to recreate the sense of a filmic narrative around the campus from the perspective of an individual student's journey. Bold, lively colours and graphic elements were used in selected sections as accents to this film-like background.

Project Year: 2009