NATIONAL DAY 2024 TEE DESIGN
CHANGING THE PERCEPTIONS OF NATIONAL DAY T-SHIRT DESIGNS
THE CHALLENGE
Every National Day, Singaporeans express their patriotism by donning red and white—the official colors of the Singapore flag. However, the designs available during this period often lack sophistication, leaning towards cheesy or poorly crafted aesthetics. This challenge was particularly poignant for those attending celebrations at schools, workplaces, or the National Day Parade, who desired more stylish options that could extend beyond the one-day celebration.
THE SOLUTION
Objective:
Create a design that is wearable beyond National Day.
Reflect this year's theme, "Together, as One United People."
Design Concept:
Illustration: We designed a cartoon version of Singapore's national flower, the Orchid. This character was depicted doing typical Singaporean activities and speaking in Singlish, such as eating a curry puff and having a coffee in a takeaway bag.
Color Scheme: Red illustrations on a white tee, maintaining national colors while ensuring a clean, modern look.
Typography: "One United People" was stylized into a retro logo, placed prominently on the front of the shirt using a vintage-inspired font.
Campaign Execution:
Photo Campaign: We shot our promotional photos at the Padang, the site of this year's National Day Parade celebrations. To evoke nostalgia, the photos were edited to mimic the look of film photography, enhancing the retro vibe.
THE RESPONSE
Positive Feedback from Overseas Singaporeans: Several locals studying abroad, who were home for the summer holidays, reached out via DM expressing their love for the design and their desire to wear it abroad as a representation of their homeland.
Social Media Acclaim: One Instagram comment stood out, stating, "Finally, a cool SG t-shirt," highlighting the positive reception of the fresh and stylish approach to National Day apparel.
CONCLUSION
By focusing on stylish, retro-inspired designs that resonate with national pride and everyday wearability, we successfully bridged the gap between festive patriotism and contemporary fashion. The campaign not only boosted sales but also fostered a sense of national pride among both local and overseas Singaporeans.
