A close-up look at the Singapore Tourism Board’s debut Muslim Visitor Guide booklet we designed, alongside CrescentRating.
Singapore Tourism Board (STB) was looking to develop a visitor guide that effectively meets Muslim tourist needs while introducing them to Singapore’s sights and sounds.
We were brought onboard to develop all the visual content for a range of STB’s Muslim Visitor Guide booklets, in collaboration with Crescentrating, a leading authority on Halal travel.
From the onset, the goal was to design a guide that connects visitors to Singapore’s heritage, culture and people in an engaging way. For instance, the guide is peppered with Passion Stories of local Muslim entrepreneurs to share a human touch.
Along with making it easier for Muslim travellers to find Halal food, prayer spaces and family-friendly activities, the guide encourages people to step beyond their comfort zones and explore the island’s cultural gems.
After developing numerous layout iterations, we settled on a modular system for the seven districts covered. We developed detailed maps and graphics to elicit a bold and fresh visual style, based on the STB brand guidelines.
We drew detailed illustrations of some of Singapore’s favourite ‘old-school’ treats using traditional media, evocative of graphics from older generations.
A suite of illustrations were developed to depict a myriad of visitors. Our focus was to design illustrations that resonates with Millennial travellers and young families — who serve as a key demographic.
Dozens of detailed illustrations of Singapore’s iconic architecture are peppered throughout the guides, ranging from culture to leisure, historic to post-modern buildings.
All these fun and colourful features come to life across the booklets, reflecting the diversity and vibrancy Singapore has to offer.
In anticipation that borders will soon reopen, we hope travellers will find the guide useful and intuitive, just as it was intended it to be!
Read and download all the booklets on the Visit Singapore website. The collection includes a First and Second Edition for the Muslim Visitor Guide, and a supplementary Lifestyle Guide that features local brands, places to stay and dine.
