Speak Mandarin Campaign 2014

The Speak Mandarin Campaign is an initiative by the government of Singapore to encourage the Singaporean Chinese population to speak Mandarin, one of the four official languages of Singapore.

Using Chinese peony motifs surrounding a modern typeface, we created an identity that represented the immersion of the contemporary in the traditional.

The campaign featured a bilingual notebook, a bookmark that also functioned as a bag tag, an invitation card to the launch event, stage backdrops, banners and newspaper advertisements.