01 The Brief

AWARE is the leading women’s rights and gender equality group in Singapore.

They believe in the rights of all individuals to make informed and responsible choices about their lives and to have equal opportunities in education, marriage and employment, and in the right of women to control their own bodies, particularly with regard to sexual and reproductive rights. AWARE is dedicated to removing gender-based barriers.

AWARE hosts annual fundraisers to help fund their projects in the coming year, and having produced their virtual fundraiser in 2020, we were approached again to help them conceptualise and produce their first physical fundraiser in three years after the pandemic.

We transported AWARE’s guests to Pulau Utopia, an island paradise of gender equality and social justice. The event marked AWARE’s 10th annual fundraising Ball, following a hiatus the previous year due to enhanced Covid-19 measures. AWARE raised a ground-breaking $620,000 at 10th annual Ball.

02 Visuals

Some keywords given to us by the clients were – Futuristic, Energetic, Party and Local.

Based on these keywords, along with the idea of pulau (island), these were some of the references that we decided would suit these perfectly. With this as the base, we also incorporated more local elements, with tropical fruits like mangosteen and durians, along with a local breed of bird and a silhouette of the Supertrees at Gardens by the Bay. Clients has requested for a neon-sign look for a visual, and to not overkill everything as neon signs, we’ve incorporated a gradient on the elements to show variations of shades between the objects, and focused a neon-lit type for the title lockup.

03 Event

The final event consisted adaptations of the branding to a program booklet, backdrops, photobooth props and frames, along with extending the overall pulau branding into the spatial design.

The event was a huge success, with AWARE raising $620,000 for their projects, and many guests showed up in their best pulau utopia outfits to commemorate and celebrate with us that evening.