The previous year's "identity", to 2018's new stylised brand identity, convincing stakeholders of a new competitive need for a fresh and on-meta identity to revitalise the base and attract new (and younger runners). The brand mark of the yellow ribbon has been revivified, and amalgamated into the special edition proposed 10th Anniversary logo, serving as the identity for the edition.
Side note: The 10th Anniversary was supposed to be a tabula rasa for the run, evolving into a forward-facing run with a contemporary face and voice, but they reverted to type after the 2018 edition.
Campaign/Brand identity breakdown and presentation slides.
Varied Logo applications.
Publicity visuals/collaterals. Clockwise from left: Anchor publicity visual in the poster; car decals; web banner; social media promotionals.
Initial WIP visual for Race Registration Website. As part of the 10th Anniversary revamp, I proposed to rethink the functionality of the Race Registration site -- which has traditionally been just a means for registration and payment -- into a "brand extension" portal, a platform for 2-way collaborations between the Ministry/Prisons and participants.
People could learn about new institutional initiatives, history about the run, as well as share their own stories, images -- alongside a weekly update of editorial content, of rehabilitation-related stories. Basically turning it into a media portal, complete with traffic-inducing giveaway incentives and even charitable merch store with exclusive items (proceeds benefiting the Y.R. charities).
An additional interactive programme on the site was the virtual implementation of "Letters from Behind the Wall", where the public can browse/random-pick an anonymous letter from an inmate, to reply to (with the messages being accessible to the respective inmate). This programme was highly well-received.
All website initiatives were fully adopted.
Runner's Entitlements. From left to right: Runner/Pacer/Organiser tees (subtle nod to sport jerseys *wink*); commemorative dry-pack as Runner's Fun Pack; runner's drawstring goodie bag.
Finisher's Medal. The idea was to boot out old cliched ideas of runner and prison wall silhouettes, as well as run-of-the-mill metal finishes. Instead, the medal and the brand mark was developed alongside each other, with the intention of the medal to drive home the brand's visual and messaging one hundred percent.
Also, the idea of a black medal was taken from the horological custom-trend of PVD-ing one's luxury watch, so: driving home the brand's ideals and colours, with a collectible that's cool as hell -- the medal was immediately greenlighted.
From left to right: Runner's bibs, in different categories; shuttle bus tickets; publicity banners (with mock renders).
Public-contributed Instagram posts of their medals/race collaterals, from the hashtag #10yrsandrunning.
Start Arch. Stylised, improved start arch, in line with the run's tradition of having the iconic wall turrets and physical gates, with the symbolic gesture of Guest-of-Honour unlocking it, signalling the start of the race.
Renders of the Start Arch and End Pillars.
From left to right: Competitive Men's Race first-placed finisher; participant.
"Games on Route": mooted under my creative direction, and developed with input from my team and client. Providing interactivity on route, and driving home brand messages, with physical reinforcement (participation optional) on the non-competitive Fun Run.
Renders of (two of three) "Games on Route": "Bell Tap" and "Hoop Hop".
"Art on Route": I proposed to showcase the Prison's art programme on the route as Distance Markers, to add vibrance to the run and to pique participants' interest in the art and artists (of whom they can glean more info at the "Rehabilitation Zone"/Festival at the race endpoint), to showcase one of the prison's varied programmes.
Also for the "kay poh" factor that Singaporeans like -- to know what art gets done behind bars (and what is allowed to be viewed publically) and to drive traffic to the "Rehab Zone". (Messaging for Distance Markers provided by Prisons)
Mist Station.
"Tree of Acceptance": A roving publicity interactive point, doing its rounds pre-race and at Racepack Collection venue and on Race Day itself -- participants are invited to write messages of encouragement to populate the "tree" with positive messages in a show of public support.
The idea itself is a throwback to the origins of the Yellow Ribbon Project whose namesake came from a folk-pop song ("Tie a Yellow Ribbon Round the Ole Oak Tree") which served as the (free-association) ideological springboard for the Yellow Ribbon project's initial founder.
WIP renders of the Race Endpoint "Rehabilitation Zone". The area was to be built-up from scratch and situated on the main field, situated in Changi Prison and comprises four "inner zones": Internal Prison Experiences; "Letters from Behind the Wall"; Post-Prison Programmes; refreshment zone.
Renders and IRL pictures of the "Rehabilitation Zone". Through this zone, participants can glean the technology that goes on at Prisons, aiding both prisoners and prison officers in their respective motions/duties.
Some programmes/tech showcased include RFID tagging for work/education, VR experiences of housing unit innovations (including a real Cell Block vending machine, for purchasable prisoner amenities, but swapped with collectibles for participant engagement, attainable through games), a build-up of a 1:1 housing unit cell, and explanatory prisoner programmes.
An example of an interactive information wall. The opportunity for interaction enforces the understanding of the information through tactile, experiential fun.
The piece de resistance of the "Rehabilitation Zone" -- "Letters From Behind the Wall". 100+ real inmate letters, specifically solicited for the run, were put on display for public viewing, and one could select a letter to specifically reply to (with the specific inmate able to view the respective responses).
The area was envisioned as stylistically different to the whole "Rehab Zone" deliberately -- it was made to look like a back alley, whilst being enveloped by "real" words (paid for by current incarceration), like being enveloped by Barbara Kruger's declarations, but colder and more spartan. Letters were laid-out individually, within a framework, ensuring a uniformity yet sense of chaos -- with editorial control over the prominent ones, ensuring a balance of salacious versus heartwarming letters, to enhance interest.
"Letters From Behind the Wall" was extremely well-received by stakeholders and the public.
Drop-boxes (with instructions) were on site for participants to send in their responses.