2025 Undergraduate Admissions Campaign Proposal
As a Junior Art Director at GERMS Digital Pte Ltd
Conceptualised, executed, and produced publication and outreach materials for a proposal submission to Singapore Mangement University for her 2025 Admissions Exercise, to position her as the university of choice for undergraduates, increasing application quantity and acceptance from quality prospects.
Art Direction
Graphic Design
Publication Design
Graphic Design
Publication Design
With SMU’s 2025 vision, ‘Growing Impact, Cultivating Change’, change lies in the hands of those who dare to be different. The ones who are mavericks, visionaries and innovators — the ones who carve their own paths.
Primed with an interactive pedagogy and Singapore’s most flexible core curriculum, incoming students are empowered with the autonomy to decide how they will impact the world.
Using a collage-style reminiscent of sticker-bombing and the Y2K aesthetic, I wanted to capture the essence of the urban aesthetic while matching the energy of students who thrive in that environment.
For a generation that thrives on individuality and creativity, I tailored an art direction featuring an eclectic mix of textures, photos and graphics — readers are immersed in organised chaos, mimicking the charm of city life.
I used a heavy, angular typeface to contrast against playful, rounded stickers, elongating words for increased visual weight and emphasis.
Detailing SMU’s CVPs and offering a glimpse into what an education holds in store for students —communicating a sense of unrestrained freedom while creating visual appeal and reinforcing the idea of a vibrant and eventful campus life was an important consideration for the publication’s design.
Organising the information to remain clear and structured, while retaining elements of fun and playfulness was key in carrying over the art direction into text-heavy spreads to keep viewers engaged.
Variations of the school’s colours was used to incorporate the institution’s identity while preserving the overall look and feel of the Prospectus, signalling that this brochure extends as an admissions collateral.
I organised the content for clarity and legibility, and reserved the original school colour for pages with messaging that carried a more serious tone.