UCARS
MARKETING DESIGN, EDITORIAL DESIGN, ART DIRECTION FOR SOCIAL MEDIA
I worked on marketing projects for UCARS, as well as on magazines and YouTube channels for its two media publishing arms, CarBuyer and TopGear Singapore.
Client: UCARS
Industry: Automotive
VIDEO THUMBNAILS - YOUTUBE
The direction from the marketing team was to make loud and eye-catching designs for CarBuyer Singapore and TopGear Singapore's Youtube channels.
YOUTUBE COVER BANNER
The TopGear Singapore cover banner is a photo manipulation of a car racing towards a metaphorical horizon created by the urban skyline at the Marina Bay area in Singapore. The focus of the banner is placed strategically to accommodate the dimensions required across different electronic devices.
The cover banner aimed to capture the infinity of speed with its imagery, as TopGear Singapore often features powerful and avant-garde (sports) cars.
EDITORIAL DESIGN - MAGAZINES
I worked with photos and write-ups provided by the writing team to design all page layouts and content presentation for monthly publications of both TopGear Singapore (130 pages) and CarBuyer Singapore (100 pages).
For monthly production runs, I liaised directly with the print vendor to prepare and vet printing proofs.
PROMOTIONAL GRAPHICS
I designed various promotional graphics for websites, or for display on laptop stands at an exhibition booth.
Social media MARKETING CAMPAIGN
I came up with the key visual and designed the social media graphics and Google Ad banners for EV WEEKEND 2021. The art direction of the key visual was to utilise a futuristic aesthetic to portray the arrival of automotive technology.
KEY VISUAL
The backlit silhouette of a car and car charger is used to communicate the "coming" of high-tech electric cars, to be unveiled at the event itself.
COLOUR PALETTE
An analogous colour palette derived from the UCARS logo produces a strong futuristic visual aesthetic that is also visually related to the company.
GOOGLE AD BANNERS
The key visual is adapted to the various dimension requirements for a set of Google Ad banners.
VISUAL ELEMENTS AND APPLICATIONS
To communicate and reinforce the futuristic, forward looking and progressive orientation of EV WEEKEND 2021, gradients are applied to thin aqua-coloured lines to give the impression of speed and forward movement.
A dark blue and black gradient, glowing dots and gradient outlined rectangles are added as background elements to create visual interest and a depth reminiscent of the boundlessness of outer space.
These visual elements are utilised in designing for various social media channels.
