Personal Finance Festival 2023
The theme for this year's Seedly Personal Finance Festival was "Arcade". This specific theme was chosen to appeal to a younger audience and make personal finance more approachable and engaging. Just like in an arcade, where people can try out different games and win prizes. By incorporating this idea into the event, the festival can offer attendees the opportunity to learn about personal finance in a fun and interactive way.
The 'Arcade' theme was reflected in various design aspects of the festival, with bright colours, playful illustrations, and futuristic-approached graphics. The goal was to create an upbeat atmosphere that would put attendees in a good mood and encourage them to engage about everything personal finance.
This theme was carried through from different mediums of marketing collaterals to the festival merchandise, and even the event space physical and digital assets. The consistent application of the theme ensured that attendees had a memorable and immersive experience.
As the Design Lead for another year of Seedly Personal Finance Festival, I was responsible for overseeing the entire design process, from concept development to assets creation to implementation. This year was definitely a different challenge than 2022 as I also led the design team from our sister company, SingSaver, to elevate the assets for our out-of-home marketing initiatives. In addition, I collaborated with the content team to ensure that the different speakers' slides were designed to adapt to our event's slides template.
Overall, I oversaw the entire event, which includes:
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ideating and designing the key assets and visuals
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generating a list of design needs for the event and assigning them to different team members
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managing the speakers' slides with the content team to align them with the event
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managing, budgeting, and liaising the execution of printed materials
Scroll down below to see the various assets in different segments.
Seedly PFF2023
15 April, Suntec Convention Centre Hall 401 & 402
Design Assets & Essentials
The use of bright colours, playful illustrations, and futuristic graphics was a strategic decision in terms of branding. By creating a unique and memorable visual identity for the event, we were able to build brand recognition more easily.
After conducting concept research and development, I crafted a design style guide that captures every essential element of our brand identity. The guide features detailed design guidelines for each visual identity element that is meant to be repeatedly used, which include the official event logo, colour scheme, typefaces, and illustrations.
The illustrations were created using Illustrator and then ported over to Figma to be published as a library to ensure seamless collaboration and consistency across all collaterals. This streamlined the design process and enabled the team to efficiently produce high-quality visual content that accurately represents the brand's event identity.
Web Key Visuals
Marketing Collaterals
With the 'Arcade' theme, we infused fun and creativity into the event and break away the stereotype that personal finance is boring or complex. This then helps to make financial literacy more accessible and relatable to the younger generation.
This year, we also incorporated more animated elements in our marketing collaterals. This simplify complex ideas, clarify information, and convey emotions that static images cannot. They can also grab viewers' attention and increase engagement, which is crucial in a crowded digital landscape.
You may view the various artworks on the gallery on the right. Some might be a video that you need to press to play so do look out for them!
Out-of-home Marketing
As the Design Lead, I once again took charge of creating the key designs, but this time I collaborated closely with the talented design team from our sister company, SingSaver, to create visually stunning graphics that were both appealing and engaging.
Throughout the collaboration, I oversaw the entire process, ensuring that the assets were delivered on time, within budget, and according to the project's scope.
In addition to the visual assets, we also launched marketing pushes to further engage with the public. Just by taking photos of our display ads and sharing them on their social media accounts, they are automatically entered in the giveaway conducted by that was in collaboration with our sponsor partner. It was an effective way to reach out to a wider audience and get them excited about personal finance.
Event Day Assets
To ensure visual consistency with the event's branding, I created a clear and cohesive slide design template. Drawing on my experience from last year's event, I developed a versatile slide template that could be adapted to accommodate the diverse range of information that the speakers would be presenting.
In addition, this year's event took place at the Suntec Immersive Theatre, in which the digital screen at the main stage spanned a massive 45 meters wide, and 5 meters high. In order to create a seamless and cohesive experience, each holding slide has a different design to align with the topics of the speakers. I also had to design and carefully allocate spaces on the holding slides to ensure the clarity of the speakers' slides and live camera feed.
Goodie Bags and Booth activities
Apart from all the marketing and digital assets, the goodie bags were an important aspect of the event as they provide attendees with a tangible reminder of their experience at the festival. The goodie bags contained exclusive merchandise designed by myself, as well as items from our sponsors and partners.
As the Design Lead, I was not only responsible for creating the design but also sourcing for different vendors to fit the budget and liaising with the vendors to produce the merchandise. One of the biggest challenges was to closely coordinate with the various stakeholders to finalise all the content before sending the event pamphlet for production.
In addition, I was also tasked with coordinating various logistics and mechanics for the Seedly Booth. Apart from designing and setting up the booths, I work with the marketing team to coordinate various activities and events to engage the attendees w all the booths and also promote our brand and products.
Event Space
As this year's event was held physically at the Suntec Convention Centre, I was given the opportunity to create the design for the vent space, which included the Entrance Arch, Photo Wall, Seedly Booth and Spin-The-Wheel. Additionally, I was tasked with designing the lanyard tags for the different groups of people.
To ensure that the event space design was aligned with the theme, I used Illustrator to create the initial designs for the different elements. After refining the designs, I reimagined them in SketchUp to create a 3D visualisation that allowed me to show various stakeholders what the event space would look like. This process helped to ensure that everyone was on the same page and the designs were approved before production.
