Project Detail
When ITE approached Leap to develop the creative for WorldSkills Singapore National Competition 2016, the brief was clear: inspire young Singaporeans to see skills as a pathway to the future. The campaign theme My Skills, My Future became the springboard for a vibrant, illustration-led visual identity that could carry across every touchpoint of the event — from press advertisements and MRT banners to posters, programme guides, digital screens, and promotional postcards.
Central to the design was a richly detailed cityscape illustration representing Singapore’s industries in full colour, anchored by flat-style character illustrations that gave each skill category — services, engineering, healthcare, IT — its own identity whilst remaining part of a unified whole. The colour-coded system made the campaign instantly navigable across a multi-venue event, ensuring that every material, regardless of format, told a consistent and compelling story.
