49 icons of Singapore
In 2015, Singapore will turn 50. To kick-start the jubilee celebrations, we wanted to excite Singaporeans.
By giving them more reason to celebrate. 49 reasons, to be exact – our obsession with mascots; how we reserve
tables with tissue packs; the way we pack our coffee to-go. We designed 49 little “red dots” featuring these quirky,
very Singaporean things, and overnight, plastered them at different spots all across the island. We painted
the town red. From a ‘Kopi Bag’ sticker at the neighbourhood coffee shop, to ‘Durian’ at a supermarket,
these little red icons became both a reminder to people of our unique and diverse Singapore culture,
as much as they served as a celebration of the people – the quirks, the kinks and all.
![](https://cdn.myportfolio.com/c2636ef9e0a3b6758f9cab8d3d718938/a87678f2-290a-4b03-ac21-5e5852963d52_rw_1200.jpg?h=0a7141ba7e783601ad5263eabf3a87b2)
Every icon is a distinctively unique Singaporean trait. And we placed the
various icons in specific areas where people carry out their daily lives.
![](https://cdn.myportfolio.com/c2636ef9e0a3b6758f9cab8d3d718938/beb1bc1d-98e4-4825-a787-8c1c70fffb2a_rw_1200.jpg?h=889b62d6fb24502b1ccb90055d87edc7)
![](https://cdn.myportfolio.com/c2636ef9e0a3b6758f9cab8d3d718938/280a02e6-4f23-4166-997b-6822a13ef399_rw_1920.jpg?h=7329a7108471ffebf27b196011156ace)
![](https://cdn.myportfolio.com/c2636ef9e0a3b6758f9cab8d3d718938/d1ac8447-a7ba-4df8-b893-78adae6c8e8c_rw_600.jpg?h=4e40768a55e27d8ba94fbb010d12625e)
Posters were placed around the island to create interest and introduce
the website, where all 50 icons can be seen and discussed.
![](https://cdn.myportfolio.com/c2636ef9e0a3b6758f9cab8d3d718938/293f4bf7-f766-4162-9c7c-ac58f9fd14dd_rw_1200.jpg?h=20e2f207f3eee6868a04e66bc2f0526c)
www.iconsof.sg on all responsive platforms.
![](https://cdn.myportfolio.com/c2636ef9e0a3b6758f9cab8d3d718938/8fac3ae3-f899-4a48-8253-ff6d62116ef3_rw_1920.png?h=8718514bc831e361a59ecc1200c8af35)
![](https://cdn.myportfolio.com/c2636ef9e0a3b6758f9cab8d3d718938/7ee90364-d1e6-4c95-a435-41f21eb4e2b1_rw_1920.png?h=78b00fe07d46011083dc58654f6af5c1)
![](https://cdn.myportfolio.com/c2636ef9e0a3b6758f9cab8d3d718938/dab73006-6a2d-4072-906f-1c8142c44098_rw_1920.png?h=2ce4c655a79cf7b652085344179bd092)
![](https://cdn.myportfolio.com/c2636ef9e0a3b6758f9cab8d3d718938/2e1fde0f-4e2b-4a58-a6d0-1f006b7ee731_rw_1920.png?h=aec3bc2be8ac7c6426d9aa5ef9e1b34c)
![](https://cdn.myportfolio.com/c2636ef9e0a3b6758f9cab8d3d718938/dcf3da09-9abc-4dd8-bf78-51e0c7309d46_rw_1920.jpg?h=775a99c215102abb82c6f8b4c9c7f2c4)
A lovely spot directed by Boo JunFeng from Zhao Wei Films.
On ground activation celebrating the things that make us, us.
![](https://cdn.myportfolio.com/c2636ef9e0a3b6758f9cab8d3d718938/22788ace-fdf8-4fa5-acfe-33d2e80d194a_rw_1200.jpg?h=efae6e12d7887fe9918c609f0dd50358)
![](https://cdn.myportfolio.com/c2636ef9e0a3b6758f9cab8d3d718938/ffc1379e-f72e-4cfd-aea0-f0719ff7c55b_rw_1200.jpg?h=ae12000eba47814d0de75d216d3f5ce6)
![](https://cdn.myportfolio.com/c2636ef9e0a3b6758f9cab8d3d718938/c0496152-5c0c-46fa-8557-e11a6634ea99_rw_1200.jpg?h=98ba3e0e3c95352ddf1b4934976fd504)
Kickstarting the MAKERS OF SINGAPORE CAMPAIGN.
Art Direction/ Concept: Jaz Loh. Xander Lee, Raziff Lau.
Copywriting: Airina Imran, Augustus Sung
Creative Direction: Eugene Cheong, Melvyn Lim, Jon Loke.
Illustration: Roots.