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Frame-ception: Reframing what you can

Branding



The task

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In making a shift to the new Singtel “You Can” brand platform, we were tasked to develop a new Singtel branding grid that could translate the new branding direction. This grid should be flexible and dynamic enough for all Singtel business units and also fully adaptable in all platforms, from prints, digital, social to animated content.






The idea

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With the direction of reframing conversations with customers, towards one of empowerment, we reference our existing framing device while echoing it with just a slight shift within its confines, creating a portal that opens up a fresh new perspective, to signpost the shift towards empowered customers that Singtel is now enabling.

The idea was Frame-ception where we see the frame gird nested winthin other frame to create a sense of infinite posibilites that Singtel can offer to the consumer.

All in a way that’s dynamic, fluid and modern.



Design structure

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The graphic piece is constructed by 2 9:16 screens within each other, with the smaller screen slanted to create a sense of dynamism.

This graphic piece will create a portal that can house the visual which imply the experience / benefit/ product/ message Singtel wants to offer to the consumer.

The graphic piece will work hand in hand with the dynamic 4 point gradient which is formed using Singtel red and a chosen secondary colour. This can be switched out depending on the campaign’s needs. 



Adaptability and usage

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In the spirit of being dynamic, fluid and modern, the portal can be used with different rotations and cropping that showcase the modern feel of the key visual.


Here is the sample how the Frameception being applied in the Facebook carousel. 




ePoster composition

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Sample of how Frameception being applied in an ePoster layout.

ePoster series can be a combination of white or red-based posters alternatel to create a dynamic feel and prevent visual fatigue.



This approach opens up and depicts new possibilities that customers can realise, as it allows us to utilise full bleed images in a big, bold way that can become synonymous with a uniquely Singtel visual cue.The use of dramatic curves and proportions creates dynamic and impactful imagery, that’s also adaptable/modular in a variety of applications – no matter which part of the device we use.

By gradually blending the framing device with the visual, this helps seamlessly integrate the visual in a clean and modern look. The colours within the frame may be adjusted to suit the image and products featured.






Sebastian & his baby, Brandon

Home | All projects | Sebmagine

Meet Sebastian, a creative feline who loves telling stories through 360 experiences, visually and conceptually. After obsessing over digital and print designs for three years at LASALLE, College of the Arts, he found his ultimate playground in the world of advertising and design, where endless possibilities await him. With an impressive client list that includes big brands like Singtel, Canon, Laneige, Unilever, and HSBC, Sebastian has proven himself to be a master of his craft.

When he's not busy crafting his next masterpiece, you might catch him bouncing on a trampoline or furiously cycling in a spinning studio. And of course, he loves nothing more than a good story, no matter the form it takes, whether it's through food, music, movies, fashion, or even a well-designed workout session.

Achivements


2023 


Gold / Markies Awards / Best Experiential Marketing 

[Singtel 5G Powers All You Love, Everywhere]

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2022 


Gold / L&E Awards / Best Use of Relationship Marketing B2B
Gold / L&E Awards / Best Use of Technology
 Silver / Markies Awards / Most Creative – B2B Marketing
Bronze / Markies Awards / Most Creative - Communication / PR

[Singtel 5G(SA): Making The Future A Reality]


Gold / Markies Awards / Content Marketing
Gold / L&E Awards / Best Use of Integrated Media
Silver / L&E Awards / Best Use of Experiential and Live Marketing
Bronze / Markies Awards / Most Creative - Integrated Media

[Power Up with Singtel 5G]

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2021


Gold / Markies Awards / Most Creative – Specific Audience
Silver / L&E Awards / Best Engagement Strategy - Specific Audience

[Singtel Seniors Go Digital]


Silver / L&E Awards / Best Use of Integrated Media
Bronze / Markies Awards / Most Creative – Integrated Media

[Singtel X iPhone 12 Launch – Celebrate New Firsts With Singtel]