Client: Ministry of Home Affairs | Market: Singapore | Scope: Art Direction, Concept ideation, Studio photography, Digital Imaging, Brochure & newspaper ad execution, FA for print

The MHA Merit Scholarship (MMS) is for outstanding individuals who are passionate about strengthening Singapore's security and public safety in a civilian role. To entice and create awareness about what the scholarship offers, MHA wants to publish an informational brochure and put up newspaper ads about it. We were tasked to come out with a concept that would be used across all the collaterals mainly the brochure and newspaper ads.

THE BRIEF

As the MHA Merit Scholarship is prestigious and will only be awarded to top students within a certain percentage, it is important that the concept we come out with reflects it. This does not only include the visual, but also the kinds of paper and finish we pick for the brochure.

THE CHALLENGE

THE APPROACH

we drew inspiration from a motherboard

The motherboard is one of the main ‘brains’ of a machine – a very important and indispensable part. These exceptional scholars are a special bunch who will be responsible for spearheading a future that will be ruled heavily by tech.
We tweaked the lines to also look like a track going upwards, that ends with 5 dots. These five dots are like connecting points on a motherboard, which represents the 5 tracks that the scholars are able to explore upon completion of their studies.

A photoshoot was held for all the officers that were picked by MHA for the KV execution. Poses and wardrobe were meticulously planned so as to make sure that the final artwork portrays a sense of courageous leadership and immense pride. The gold is also a prominent part of the design. It was chosen because this particular scholarship is one of the most prestigious that MHA is offering.