Client: Heartbeat@Bedok | Market: Singapore | Scope: Branding, Art direction, Character development, Environment design, Collateral design, Digital adaptations, FA print

Heartbeat@bedok

What is Heartbeat@Bedok? It is Singapore's second integrated community and lifestyle hub bringing a community club, polyclinic, public library, senior care centre and sports centre under one roof in the heart of Bedok Town Centre. It also offers a wide variety of facilities and programmes. The facilities available there are polyclinics, eldercare, a library, a community club and a sports centre.

Meet Ola, Heartbeat@Bedok’s official mascot.

Heartbeat@Bedok has had the mascot for awhile, but it was under utilised. They believe that having Ola more prominent within their precinct would liven up the space especially with a space that has a high footfall like that.

We were tasked out to give Ola more presence by introducing it in their precinct, as well as incorporating it in their promotional collaterals.

THE BRIEF

We saw this as a chance to expand the Ola identity – to create a relatable persona and gain a strong brand association from it. We hope to in turn give Heartbeat@Bedok a voice through Ola’s persona. Taking cues from the 5 facilities that Heartbeat@Bedok offers (Polyclinic, Eldercare, Library, Community club, Sports centre), we created an Ola for each facility. Each Ola carries the character of the main features of each facility, while maintaining the overall cheerful persona.

Having 5 different Olas also expands the creative freedom when it comes to creating collaterals for each individual facility.

THE OPPORTUNITY

Librarian Ola

Doctor Ola

Senior Citizen Ola

Gym Enthusiast Ola

Chef Ola

COLOUR PALETTE AND MAIN ELEMENTS

The colour palette was carefully chosen to bring out the joyful persona of Ola. the elements we created are irregular and fluid to create the sense of harmony when they are used together. the curves of the elements also make it easy for them to overlap each other.