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White text 'FROM JARGON TO JOY' on a bright yellow background with a white pencil icon in a circle at the bottom right.

SECTION is a creative digital agency in Singapore built around a simple vision: making digital feel less complicated and a lot more joyful — From Jargon to Joy. To bring that spirit to life, we took a fresh, imaginative approach to its visual identity.

Drawing inspiration from everyday objects reinterpreted through a playful, tech-infused lens, the brand world becomes a series of creative “transformations.” These objects not only create a more engaging visual expression, but also embody SECTION’s ability to turn complex, technical digital challenges into seamless, uplifting experiences.

Modern smart bottle with a white and orange upper section and a translucent turquoise lower section with bubbles inside.
A 3D rendered exo-glove with turquoise wrist and purple fingers floating above a white surface, with faint schematic outlines in the background.
White augmented reality visor with green ear cushions and digital interface icons on transparent screen.
Round white futuristic device with blue vent-like grill and an orange-lit compartment baking chocolate chip cookies inside.
Wearable emo band with a red heart-shaped display showing a smiling face and a purple fabric strap.
White hat with a green smiley face and a colorful propeller antenna emitting a speech bubble with emojis.
White stylized S logo followed by the word 'SECTION' on a bright blue background.
Yellow background with the word 'PALETTE' in small white text at the top left and 'INDUSTRIAL' in large white text near the bottom left.
Open laptop on yellow geometric blocks displaying a webpage with a product image labeled '01 Smooth' and text 'From Jargon to Joy'.
Website mockup displaying a segmented energy bottle labeled '01 Smooth' with blue highlight markers and descriptions about implementation, performance-driven focus, and digital marketing optimization.
Outline sketch of a capsule container labeled 'Performance-driven' on an orange background with descriptive text about energy-rich mineral capsules enhancing performance.
Illustration of a robotic glove with labeled text 'Agile' describing intuitive gesture-triggered automated actions.
White line drawings of augmented reality glasses labeled Perceptive on a green background with brief descriptive text about AR-V system features.
Blueprint-style line drawing of a Pro-Utility AI device with text describing it as a personal AI utility companion that prints cookies with an in-built 3D printer.
Outline of a heart-shaped wearable device with a smiling face and a wristband labeled 'PEOPLE-DRIVEN' on a red background, with text about detecting wearer’s emotions and intentions.
Yellow background with an outline of a smiling robotic face connected to a propeller antenna and a speech bubble that says 'Did you hear 'bout the latest trend?'.
Blue poster on a textured floor with white line art of gloves and abstract shapes labeled Section and From Jargon to Joy.
Abstract graphic with large black letter A and small house icon on a bright yellow background above white K, X, and right arrow symbols on a purple background.
Black speech bubble icon with a minus sign inside on a white background.
Black speech bubble icon with a horizontal white line inside on a white background, labeled 'ICONOGRAPHY' and 'Contact' at top corners.
Smartphone on wooden surface showing app menu screen titled 'FROM JARGON TO JOY' with icons for Account, Saved, Settings, Contact Us, Log Out, and social media links.
Wall-mounted yellow and orange directional signs indicating 'Reception' with a right arrow.
Dashboard showing user statistics including a pie chart of user country distribution, daily users at 5423, daily sessions at 5689, and a 34% bounce rate visualized in a circular chart.

A look at the early sketches and dropped concepts. Lots of futuristic and cyberpunk references went into this, like the gesture UI scene from Minority Report, plus way too many gaming hours that kept the ideas flowing.

Two pages of black ink sketches on white paper showing a coffee brewing system process with labeled parts on the left and a smart glove design with gesture controls on the right.
Two hand-drawn sketches: left shows a spherical robot with labels 'speaker for speech' and a speech bubble saying 'Hello Roy, do you accept cookies?' with a cookie below; right shows designs for holographic eye projectors and visor tech with labeled parts.
Two pages of black ink sketches showing design concepts for wearable tech accessories, including wristbands and hats with notes on features like glowing light, clasp, antenna, and 360° camera.
Two pages of hand-drawn product design sketches with notes, featuring wearable devices including smartwatches with textured straps, buttons, and clasps, and bucket and cap style hats with mini satellite dishes attached.
Hand-drawn sketches of two cookie dispensing devices with notes detailing features like illuminated running messages, glowing lights, wireless Bluetooth, and cookie dispensing animations.
Black-and-white sketches of a coffee maker with labeled parts and a frosted glass pot, a bottle with a colored coded top, and a container labeled SU-40 with a pouring animation.
Hand-drawn product design sketches showing various device concepts including a wearable glove or arm device, handheld speakers or communication devices, and geometric modular structures with notes.
Hand-drawn sketches of electronic device concepts including a wrist-mounted scanner, two rectangular devices with knobs and switches, and several lips-shaped speaker and microphone designs with technical annotations.
Two hand-drawn sketches, one of a bottle labeled with parts such as plastic colored top, text, transparent glass, and cloudy slurp juice, and another of a metal structure with extendable legs and steps.
Nine graphic logos in three rows, featuring words Implementation in green with an orange ladder icon, EXP or Experience in blue with a tower-like icon, and Social in purple with red headphone icons, each rotated at different angles.
Colorful abstract illustration of two green megaphone-like speakers connected by a gray band, two red lips with blue connectors and wires, and an orange microphone with a green tape roll above it on a white background.
Illustration of modular robot parts including a yellow robotic hand with a segmented purple arm, a blue smiling screen, and various gray and yellow mechanical components on a white background.
Top row with two telescoping ladders, a white jug with turquoise liquid, and a stacked box with colored sections; bottom row with five white spray paint cans each decorated with different colorful patterns and designs.
Text reading 'From </JARG0N> to JOY' with 'From' and 'to' in yellow, '</JARG0N>' in blue, and 'JOY' in bold yellow on a white background.
Minimalist outline of an extendable mechanical arm on a yellow background with text describing it as having built-in AI for productivity, speed, and dexterity.
Split image with a red left side showing a lips and eye connected to an auto-tone module labeled as a speech enhancer, and a green right side displaying headphones with horn-like speakers labeled as an audio enhancer for increased audio sensitivity.
Two colored panels showing product design concepts: left purple panel features four different spray can designs labeled Wonderful Spray; right green panel shows a tool tray design labeled Tool Tray for organizing tools.
Two sections side by side: left in turquoise showing an outline of a duct tape dispenser labeled 'Reliable' and right in blue showing an outline of a wrist-mounted scanner device labeled 'Perceptive'.
Two-panel infographic with orange left side titled Performance-Driven featuring a diagram of a smart bottle divided in four parts, and yellow right side titled Scalability showing an expandable rig system illustration.

Team Edwin Tan, Jane Goh, Shawn Aik, Priscilla Pang
Involvement Concept, Art Direction, Illustration, Icon Design
Agency Bravo Creative
Client SECTION
Year 2020
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Work featured are created during my time at Bravo Creative and remain the property of Bravo Creative.

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