My Role
Illustration, Creative & Art Direction,
Copywriting
Agency
Idea Ink Illustrations
Client
The Best of You
Weaving the Web: Investing in Social Capital
The Best of you launched a social capital campaign to show the community how to unlock opportunities for each other. They were looking to create illustrations to start conversations that helps the Singapore public understand the concept of social capital.
It is always exciting to kick off a new project with many creative ideas right off the bat especially when there is so much to tell – But it was important that the story told with the illustrations resonates deeply across the range of target audiences!
The Narrative Tool
I believe in the power of comics for storytelling, particularly when dealing with complex or dense content. Presenting information in digestible panels makes it easier for audiences to comprehend and engage with the narrative. Thankfully, the client recognized this potential and aligned with the proposed direction!
Character Design
I wanted the characters to appear just like any one of us. They should look soft, along with approachable and inviting, expressive features. Most importantly,
they should be easily adaptable (to be used across the campaign)!
I created a main character, that can help build and tell the story around her and her friends in the community. It helps viewers navigate around the different subject topics, with an overarching character bringing us on her journey.
With the narrative in mind, and the goal to communicate effectively in a small 4:5 format, the composition was designed to ensure the text and conversations take the main stage. Though the illustrations were as important to communicate the journey and experiences of social capital, it was equally key to ensure both elements should not fight in the same square.
Topic #1
The campaign stretches out to 6 different social media posts, each talking about a different
topic relevant to social capital and how we can create opportunities to support networks for community members. I was tasked to create the first 3 posts. Post 1 speaks about navigating our ways to enhance social capital and the importance to reach out and form connections.
Every post includes an introduction to the subject topic followed by a short story!
Topic #2
Post 2 speaks about our relationships in the community and how they are built.
It navigates the differences between offline and online relationships! How can we
work towards being a pillar of support for our community?
Topic #3
After setting a solid foundation about social capital, post 3 explains more about the differences between strong and casual ties. The aim of this posts hopes to advocate the balance and importance in nurturing both types of networks!
Stay tune for the rest of the posts!