Heartlands Festival is a vibrant islandwide campaign that spanned four months dedicated to honoring the heartlands of Singapore. This campaign focused on four main pillars - shopping, playing, eating, and celebrating - to bring the community together.

As the designer designated for this campaign, I crafted an entire branding from the ground up, including designing the charming mascots to creating unique merchandise that captured the essence of Singapore's heartlands.

Sasha’s primary color is blue. The majority of her color has to be in indigo blue or colors that are close to blue. Berry, sky blue, or even teal. Her visuals have to be all about Shopping in the Heartlands. She’s a very tech-savvy otter, hence includes smartphones when she is out and about.

Eddy’s primary color is green. The majority of his color has to be in warm green or colors that are close to green. Emerald, lime, warm yellow or brown. His visuals have to be all about Singapore's local food. He is a little larger than his family members.

Carly’s primary color is yellow. The majority of her color has to be yellow or colors that are close to yellow. Bright orange, brown, or even beige. Her visuals have to be all about celebrating, partying, music, and fireworks.

Paddy’s primary color is orange. The majority of his color has to be in warm orange or colors that are close to orange. Red, brown, or yellow ochre. His visuals must be about playing, being curious, and having fun. He is a young otter, including objects related to Singapore’s toys.

The campaign lock-up is an elevated version of my previous year's design, where it was in a monochromatic red. This lock-up features the HDB buildings that are iconic to the Singapore heartlands. As well as the iconic dragon playground.

A colorful and vibrant visual that appeals to audiences of all ages. Features the crowd’s favorite Heartland Otters within the four pillars of Heartlands Festival - Eat, Shop, Play & Celebrate. Each pillar is designed with specific color for easy identification and branding.

Merchandise was designed, produced, and given to the people who participated in our campaign. The merch ranges from cute pin badges of each mascot, to tote bags, to even seasonal gifts like wrapper papers and ang paos!

A website was designed to give more information to the public. My job was to brand the website to keep the whole campaign consistent. Please visit https://www.heartlandsfestival.com/ to view more. Please note that the branding may be updated to the 2023 branding.

As a way of communicating, social media was one of the ways we used to market this campaign. My main priorities when designing these social media posts were to tell viewers the important information and keep the branding consistent.

As part of a way to promote fun engagement with the audience. I was tasked to design some fun sticker packs!

This was the first time I ever had the opportunity to turn my design into a mascot for someone to wear and model their personality. This is by far one of the proudest moments of my design journey. On top of that, figure out the feasibility of the production of these mascots.

Bus ads were designed and blasted all over Singapore during the campaign. The main idea was to keep the content short and quick and have the main focus be on the campaign or the otters.

Similar to the bus ads, these lamp post banners were targetted to more people of the heartlands and to promote the campiagn.