ActiveSG "Beyond Active" Campaign
Project Type
Strategic Campaign, Graphic Design
Client
ActiveSG
Role
Team Leader
& Designer
Tools Used
Adobe XD, Illustrator, Photoshop, Premiere Pro
Links
Description
As part of my final year project for my polytechnic diploma programme, I oversaw the creative direction and execution of this campaign that earned our team an A grade. My primary responsibilities included developing the complete visual identity and producing assets for Instagram Stories and Out-Of-Home posters to maximise audience engagement.
The project's success let to two significant recognitions: an invitation for the 48-Hour Crowbar Challenge (2022) and selection to present the project at the MAD Grad Show (2023) highlighting its innovation.
Brand Film
The campaign addresses the current efforts across ActiveSG's sport centres, aiming to unify initiatives while encouraging public participation through sporting activities. Targeting Singaporeans aged 25 to 50, the initiative should show how communities can collectively create environmentally friendly sport facilities as part of Singapore's Green Plan 2030.
Success will be measured through increased engagement in green programmes and positive feedback from participants, with all efforts concentrated within a three-month period that lays the foundation for long-term behavioural change.
