NHB Racial Harmony Day 2022

Client: National Heritage Board (NHB), Singapore

Year: 2022

Work: Visual Identity, Graphic Design, Illustration, Content Creation

Launched in 1997 as part of the Ministry of Education (MOE)'s National Education programme, Racial Harmony Day is commemorated annually on 21st July. As part of its annual celebrations, Singapore's National Heritage Boar dworked with Tate Anzur on an integrated social media campaign to raise awareness about the events that were held in conjunction with this special festivity. Social media content was to be publicised by three cultural institutions in Singapore––the Sun Yat Sen Nanyang Memorial Hall, Malay Heritage Centre and Indian Cultural Centre.

I was tasked to conceptualise and create a key identity for this campaign, with a focus on inclusiveness and weaving in as many cultural elements as possible. Bearing in mind that content was to be differentiated across three different accounts, each with different audiences, I created sets of key illustrations corresponding to each institution, all of which were used in harmonious tandem for the key visual. Inspiration was taken from various unique aspects of culture that could be represented visually, from unique instruments and food to decorative costumes worn during festive occasions.