CREATIVE DIGITAL DIRECTOR
Converting the Singtel brand into a digital asset
Our engagement was simple. Translate the core principals of the new Singtel logo into digital assets that would be the cornerstone of all new digital applications. Supporting iconography, typography, color, photography and user interface elements were all required to be designed and implemented.
Creative Director | Michael Signal
Senior Interactive Designer | Laura Chang
Senior Designer | David Walker
Designer | Rowena Yeo
Business Engagement | Jet Choy
Agency | Ogilvy Singapore
THE DESIGN PROCESS
For our digital design language we started our with the basic learnings from the Brand guidelines created by Ogilvy. We tried to create system that allows more flexibility than what we have observed in our case studies. The key was to successfully transition the brand into the digital space by ensuring the core brand values were consistent in message.
For digital we wanted to continue a trend that was, flat and simple shapes, large and courageous use of typography, simple, monochromatic iconography and a simplified color-spectrum that could be used on all touch points.
Where possible we wanted to push the trends a little further, to create unique and own-able aspects for the Singtel visual language. While icons and other visual elements remain flat and are presented on simple, primary shapes we added some layered depth that will pull customers in and continue to engage them ‘on second sight’. We leveraged the global trend of simple flat shapes and added an element of depth to it. Through stacked, overlapping flat panels we can create visual priorities on the on hand, and a unique own-able quality on the other.