Engineer Her Future, a social campaign aimed at encouraging parents to introduce their young daughters to the field of engineering, was a Final Year Project conducted by a team of Year 4 students from Wee Kim Wee School of Communication and Information (WKWSCI). They approached me to support their team for their branding and art direction, and of course I was happy to help!
The team's main aim was to increase the interest of young girls in Singapore toward the STEM industry, as today's STEM field sees an underrepresentation of women in the industry. The main issue they highlighted was that parents were not actively engaging their children in engineering due to:
The project aimed to promote 6 sectors of engineering to young girls interested in STEM:
Thus, the branding had to effectively make engineering seem attractive to both the younger audience and their parents. We started off creating a series of mascots for each of the 6 sectors of engineering.
For the rest of the art direction, I decided to incorporate the shapes of each mascot within the collaterals. For example, mascot shapes were used to simulate alphabets within the logo's typography.
Mascot shapes and colours were also heavily incorporated into the background of social media templates created.
Finally a trifold brochure was created to share more about the campaign with others.
I really enjoyed learning more about the different sectors of STEM / Engineering in Singapore through this project. Previously, I too, had the assumption that engineering mainly dealt with circuitry, mechanics and electronics. Through researching the different sectors of engineering to be represented by different mascots, I was able to learn more about robotics, bioengineering and environmental engineering! I'd like to believe in another life I would be a robotics engineer because I really love watching the process of creating a functional yet aesthetic mechanical product.
The toughest part of this project was figuring out how to create a branding that would be attractive to young girls, but not too childish that it deters young parents from wanting to know more about the programme. Some of the initial typefaces chosen were too "kiddy" which felt too unserious for the branding. Another challenge was ensuring that the mascots were recognisable and stylish, yet not stereotypical or boring. It was very easy to slip into the stereotypes of engineering and I did as much research as I could to ensure that I had a good understanding of each sector to create accurate mascots.
Engineer Her Future, a social campaign aimed at encouraging parents to introduce their young daughters to the field of engineering, was a Final Year Project conducted by a team of Year 4 students from Wee Kim Wee School of Communication and Information (WKWSCI). They approached me to support their team for their branding and art direction, and of course I was happy to help!
The team's main aim was to increase the interest of young girls in Singapore toward the STEM industry, as today's STEM field sees an underrepresentation of women in the industry. The main issue they highlighted was that parents were not actively engaging their children in engineering due to:
The project aimed to promote 6 sectors of engineering to young girls interested in STEM:
Thus, the branding had to effectively make engineering seem attractive to both the younger audience and their parents. We started off creating a series of mascots for each of the 6 sectors of engineering.
For the rest of the art direction, I decided to incorporate the shapes of each mascot within the collaterals. For example, mascot shapes were used to simulate alphabets within the logo's typography.
Mascot shapes and colours were also heavily incorporated into the background of social media templates created.
Finally a trifold brochure was created to share more about the campaign with others.
I really enjoyed learning more about the different sectors of STEM / Engineering in Singapore through this project. Previously, I too, had the assumption that engineering mainly dealt with circuitry, mechanics and electronics. Through researching the different sectors of engineering to be represented by different mascots, I was able to learn more about robotics, bioengineering and environmental engineering! I'd like to believe in another life I would be a robotics engineer because I really love watching the process of creating a functional yet aesthetic mechanical product.
The toughest part of this project was figuring out how to create a branding that would be attractive to young girls, but not too childish that it deters young parents from wanting to know more about the programme. Some of the initial typefaces chosen were too "kiddy" which felt too unserious for the branding. Another challenge was ensuring that the mascots were recognisable and stylish, yet not stereotypical or boring. It was very easy to slip into the stereotypes of engineering and I did as much research as I could to ensure that I had a good understanding of each sector to create accurate mascots.