Unified Spaces, Diverse Experiences

Background

As the custodian of Singapore’s heritage, National Heritage Board is responsible for telling the Singapore story, sharing the Singaporean experience and imparting the Singapore spirit

Challenge

National Heritage Board needed to revamp its site, as well as the 20 child sites it governs. We listed our goals to

1. create a unified identity for NHB and their family sites

2. increase user engagement and value to these sites

3. reveal the soul of individual sites

Approach

We based our design rationale around the line, “Unified Spaces. Diverse Experiences.” The boilerplate, footer, typefaces, sizes, layout framework, iconography and social engagement form strong visual links between the sub-sites and the NHB website. The rest of the space is used as a storytelling element that allows each sub-site to express and manifest their individuality. Each sub-site has its own way of drawing the visitor into the content, while exhibiting the bond of the NHB family.

Results

My team finished the 5 sites (3 levels deep) mock-up in 5 days. Our business team submitted it along with a presentation deck and tender documents, but the submission page choked, and our work never saw the light. I am very proud of our progress and work nonetheless.

Meta

Year: 2011
Client: National Heritage Board, Singapore
Role: Creative Director, Wunderman
Team: 1 Art Director, 3 Designers

• digital
• pitch
• regional
• short deadline
• team lead
• website