The Singapore Tourism Board had recently undertaken a massive rebranding project. The new campaign, Passion Made Possible, aimed to focus on what was beneath the glossy exterior and shiny lights of Singapore, something that burned brightly to shape the country into what it is today - Passion.

It establishes Singapore as needing to be more than just an advertising slogan. It had to stand for a purpose and identity that represents Singapore. As a city, passion and energy pervades everything that we do, and there was a large emphasis on bringing what is unique to Singapore to light. Because it was meant to be used as promotional material for travel agents, its design had to create a strong first impression of Singapore on the viewer as fun, exciting and most importantly, trigger their active decision to take a trip down to Singapore.

The design of the manual had to be attractive, loud and eye-catching. It had to capture the essence of Singapore without being too unrecognisable to a viewer who might have no context of the country. Illustrated vectors played a key role in the visual storytelling behind the campaign itself, highlighting some of the unseen parts of Singapore hidden behind the glitz and glamour that is usually associated with the country. Most importantly, they had to be in-line with the guidelines set in the Passion Made Possible brand campaign, which put emphasis on what set Singapore apart as a holiday destination.