Singapore in 2013: a city of clean lines and controlled spaces. Creativity felt caged. Then, a single sticker sparked a national debate – the Sticker Lady Saga. It ignited a question: could public art be a force for good, not vandalism?
This was the spark that lit GRAFFICITY, my solo social campaign. I, a young designer hungry to make a mark, saw an opportunity. Inspired by the burgeoning guerilla marketing movement and the energy of the Sticker Lady Saga, I embarked on an ambitious project – to transform Singapore’s public spaces into vibrant canvases for self-expression. GRAFFICITY wasn’t just a campaign; it was a movement waiting to be unleashed.
GRAFFICITY wasn’t just a campaign, it was a movement. Back in 2013, Singapore’s public spaces felt restrictive, and creative expression needed a spark. Inspired by the rise of guerilla marketing (and the ongoing “Sticker Lady Saga” that sparked debate on freedom of expression), I embarked on this ambitious solo project as my launch into the world of graphic design.
Turning walls into canvases
The goal? To empower Singapore’s youth through the positivity of street art and graffiti. I used captivating visuals and positive messages to connect with them, both online and offline, at their favourite spots.
More than just a tag: Live your bliss
Forget social protest — GRAFFICITY was about social encouragement. With vibrant art and uplifting messages, I aimed to ignite a spirit of adventure in young Singaporeans, encouraging them to chase dreams and live fulfilling lives. We even drew inspiration from celebrated street art scenes in Berlin, Spain, and New York, where graffiti is seen as a positive force in the community.
Deep dive: Research and collaboration
To truly understand the Singaporean graffiti scene, I conducted surveys, held discussions with The Substation, and interviewed renowned artists like Clog2 & Ink10, Micro City, ANTZ, and Didier Jaba Mathieu. This research fueled the campaign’s authenticity.
The look: Fresh, urban, and one-of-a-kind
For the logo, I ditched pre-made fonts. Instead, I hand-drew each letter, capturing the raw energy and originality of graffiti itself. Think of it as a “throw-up” piece reimagined for the campaign.
Going digital: Unleashing creativity online
GRAFFICITY.sg, my official website, launched an Open Call. The public submitted graffiti creations around themes like “Inspiring Change” and “Chasing the Dream.” These works were then “painted digitally” on virtual Singapore locations (complete with GPS coordinates) for everyone to see.
Getting down and dirty: The power of grunge
Inspired by the bold, grungy style of artists like Ed Fella and David Carson, I created eye-catching layouts to promote the Open Call. Cardboard, paint splatters, stencils – it was all on the table. These digital collages exuded a raw, tactile energy that perfectly mirrored the spirit of street art.
Grafficity Vol 1: Singapore’s Street Art Story
I wasn’t just about online buzz. Grafficity Vol 1 became Singapore’s first-ever book dedicated to street art culture. It featured works by local legends like Clog2, ANTZ, and Ink10, alongside interviews exploring the scene’s past, present, and future. The book categorised pieces by style (tags, throw-ups, etc.) and even included GPS coordinates to find them in real life!
A legacy of empowerment
Creating a massive social campaign through graphic design was no easy feat. As a one-person team, I aimed not just for a viral campaign, but for a movement that fostered community participation, especially when it came to a potentially polarizing topic like street art. I provided a platform for self-expression and positive messaging, a space for young people to connect and share their stories. Ultimately, the hope was that these messages – by the youth, for the youth – would inspire reflection, personal growth, and a sense of fulfillment.
The impact
GRAFFICITY garnered support from YOUTH.sg, The Singapore Kindness Movement, and even earned a feature in NYLON Singapore. It wasn’t just a campaign; it was a conversation starter, a celebration of creativity, and a testament to the power of one person to shape their own Singapore.
The campaign was supported by the YOUTH.sg, The Singapore Kindness Movement, and featured in NYLON Singapore.
