Orchard Central Shopping Directory & Hoarding

The directory design is very much inspired by the essence of Orchard Central – the architecture, the interior, the exterior, the unique tenants and the heart and soul of the brand of Orchard Central. The design is a literal interpretation of  the graphic placements of the bright lights on the exterior of Orchard Central. The vibrant colour palette and the use of graphic shapes within the design are all inspired by the elements present within Orchard Central itself.

Six months after the directory was completed, our studio was approached to pitch for the hoarding design based on the design for the directory booklet. Based on the theme ‘Immerse in a New Experience’, the vibrant CMYK colours and graphic shapes that we had earlier derived from the building itself was readapted to the design for the hoarding. Similarly, the hoarding also features large, bold texts, and in addition, the latest design has greater emphasis on Fashion, food, and lifestyle, featuring a model, lights(furniture) and cutleries(food). These images blended into the background to bring out the idea of an ‘immersive experience’.

Unfortunately, the design remains as a pitch and another studio was picked for the execution. The final design was not related to the directory in any way, probably because the client wanted a different approach to the hoarding design.

In addition to the chosen design option for the directory booklet, I have provided an alternative design as part of the pitching process. This alternative design was my preferred option as the approach was more modern, bolder, and more suited for the younger demographics.

Inspired by the lights of Orchard Central’s iconic exterior, we dissected it further and extracted the element of a single flare, the circle shape. You can see this shape on the cover of the design, a bold circle right in the centre of the page. This represents the idea of Orchard Central being the Centre/center of the city. Variations of this shape can be seen repeated throughout the design, manipulated to produce a younger, more vibrant look and feel.