National Heritage Board, Singapore (2009)

A marketing campaign initiated by the National Heritage Board, the project aimed to encourage more youths to visit the various museums in Singapore.

A campaign identity encouraging our target audience to See Different was created to denounce the perception that museums were uninteresting, boring places.

With the same message resonating through, we created core campaign visuals to graphically interpret the tagline. A set of posters reflecting the different characteristics of the museums was also developed with a quirky, modern twist.