ABOUT

SECTION is a creative digital agency based in Singapore unlike any other, focusing on their vision of 'making digital simpler' for their clients— hence 'From Jargon to Joy'.

And to showcase that, we experimented with a different approach for its visual identity. Inspired by a creative reproduction of everyday objects with an imaginative and technological twist. Apart from creating a more engaging and inspiring creative expression, these brand objects are aimed to translate the idea of SECTION's ability to transform a digital platform's complicated and often technical aspect to a seamless and joyful experience.

Some early iterations, sketches and rejected concepts during the process. A whole lot of futuristic and cyberpunk-genre movie and game references were used in this project. One example would be a scene in Minority Report, where Tom Cruise puts on high tech gloves to interact with a gesture-based UI. Not to mention all the hours spent gaming really fuelled my imagination.