Culture Kaki SG (2022)

As part of a rebranding campaign for the editorial arm of the National Arts Council, A-List, a pitch was called to explore ways to revamp the platform’s brand identity and foster a closer connection with the arts and culture scene in Singapore.

Culture Kaki was one of three territories conceived to portray A-List as a culture companion. In Singapore, “kaki” is a colloquial term for a buddy, and Culture Kaki aimed to introduce Singaporeans to arts and culture in a simple and fun way. Just like how a friend would.

The Otter was conceived as the campaign mascot of Culture Kaki.

I assisted the creative team at Ogilvy Singapore to ideate, craft and develop print and digital mockups for the platform’s refreshed identity. Below are examples of assets I helped create for the tender during my internship.

The client has since awarded the tender to a different agency partner.

Credits:

Client: National Arts Council

Creative Agency: Ogilvy Singapore

Branding Partner: BLACK Design

Co-Founder: Jackson Tan

Executive Group Director: Shirley Tay

Group Creative Director: Troy Lim

Associate Creative Director (Art): Zi Wei Tan

Associate Creative Director (Copy): Rachel Chew

Senior Art Director: Zac Tan

Senior Copywriter: Chun Sim