Recently,i was involved in a Public Relations exercise with Food From The Heart, a non-profit organisation that aims to help alleviate the needy families in Singapore from hunger and starvation. They have been actively involved in collecting bread and other food items from bakeries, supermarkets and corporations to distribute to the less fortunate and the starving needy. This helps to reduce both wastage of food and the situation of hunger. More information can be found at their website: http://www.foodheart.org.

My team's brief is to help them redesign their brochure, which was designed and printed straight from Powerpoint, and make it more attractive+ relevant.
Primary Target: Corporations/Businesses
Secondary Target: Men/women on the street
Objectives: Awareness, donations (either food items or monetary)

Initially our team came up with 30+ ideas, which we cut down to 2 after much deliberation.

First was to show a bird's eye scene where 2 groups of school children sit at canteen benches. One group are happily wasting food, throwing food at each other, on the table. The other group are quietly eating their miserable portions of biscuits (those cheap cheap ones)

Second was to show a family scene, where the setting is a run-down, squeezy flat coupled with low, gloomy lighting. Within sits a family, kids + mum (no dad) staring at their empty plates with a face of helpless-ness.
The slogan for this would be: Dinner time. It's the moment that they dread most.

In the end, we chose the second idea as the first entails wasting food which was somewhat against Food From The Heart's basic motto. So we make all the arrangement to create the scene for a photoshoot. We managed to source a place via a teammates' relative and engaged in shots after shots as we keep improvising the idea on the ground, changing position, lighting, expressions here and there. Total: 312 shots taken and 4 hours gone.

Once the photos are up in digital format, i started coming out with the design. The brochure is designed as a horizontal 3-fold. The cover would be completely black with strong yellow words: "Dinner Time". The inside cover would be the photo of the scene, coupled with the tag: "It's the moment they dread most". The internal of the brochure would be the about "who they are, how they can help..." Design has to be simple and not flashy, attractive but not arty-farty. So i used something that is "local magazine style" which eases reading through adequate use of colors to rest the eyes. The punchline would be a small takeaway card where readers can detach and keep in their wallets or purses. It contains the vital information of brochure itself. Lastly, the back shows the list of beneficiaries and of course, the contact details of Food From The Heart.

Believe or not. I thoroughly enjoyed the whole process of designing, copywriting and rushing down to digital printers to meticulously adjust the double-sided printings. It was all sweat but i was really satisfied at how well everything went and how it turned out. Our presentation was great and i am damn sure we scored with the Food From The Heart peeps. Sense of accomplishment and achievement filled me and me teammates.

I just felt like saying this. Larry, Fiona, Natasha, Priscilla, it was really great working with you guys! I thank you all. Hope we could work together again!

This was the initial mockup of the covers i did once the photos are digitalized.
We chose the 2nd photo. (orangy sepia tint)


This is a visual representation of the brochure and how to "use" it


This is merely the actual dimensions of the brochure and the card.