Singapore Writers Festival (SWF) 2016 delves into the multi-faceted human condition with the theme, Sayang. A Malay word with multiple layers of meaning, it is used as a term of endearment, expressing effusive love and adoration. At the same time, it can also refer to pity and a bittersweet sense of lost opportunities.
We art directed and illustrated the key visual, designing it to be adaptable to portrait, landscape and other formats. Elements within the artwork could be taken apart and used separately. The artwork was subsequently adapted in-house across on-site collateral, print and digital media.