When the Design Singapore Council (DSC) approached us to promote their bi-annual design festival, they wanted a campaign that ‘made sense’ of design and spoke to the everyday Singaporean on the street. That is why we decided that to create a campaign that took a very everyday piece of design that singaporeans are incredibly familiar with - the instructional ‘Fine’ signs - and turn them into signs that made them use their lateral ‘design’ faculties of their minds to decipher.
