Justin Chong
Communications Designer

About Justin

Health City Novena

• 2022
• Creative Direction
• Illustration

Commissioned by Inspireo Media Pte Ltd. for Tan Tock Seng Hospital

Introduction
Health City Novena is the integrated healthcare master plan development in Singapore where care and community both take centrestage. It aims to shape the future healthcare model of Singapore, anchor the Regional Health System to enhance the health of all in Central Singapore and ultimately empower people via a new mode of active and healthy living for everyone.

Understanding the Brand, Identifying the Art Direction
The project involved creating detailed illustrations of Health City Novena, ensuring precise alignment with the actual architectural plans. Before beginning the illustration work, I conducted an in-depth analysis of the brand identity and positioning to ensure consistency.Subsequently, I explored various art direction concepts, leveraging Pinterest as a source of inspiration. This process led to a modern design approach that blends illustrative techniques with real-world aesthetics, enhancing the overall visual appeal and alignment with the brand’s vision.

First Draft
After identifying key design considerations, a preliminary draft of the map was created with partial details. This iterative approach enabled both the client and me to identify and address any discrepancies, particularly those related to the alignment with real-world objects and renders.In addition, a storyboard and corresponding artwork were developed to visualize the animation flow. This provided the client with a clear framework to guide the animator in preparing the animation for the final deliverable.

Final Deliverable
The final deliverable was a four-part visual series, featuring maps at varying scales. The sequence begins with an overview of Health City Novena’s (HCN) location within Singapore, followed by a regional perspective, a closer view of the surrounding vicinity, and finally, a detailed illustration of HCN itself.Each map was designed to seamlessly convey HCN’s four core design philosophies: Care, Continuous Learning & Development, Community, and Connectivity, providing viewers with a comprehensive understanding of the institution’s values and vision.

• View the Illustration in action

National Patrol Camp XI

• 2024
• Volunteer
• Event Branding
• Brand Collateral Development

Contribution to the National Patrol Camp XI 2024 by the Singapore Scout Association

Introduction
The National Patrol Camp 2024, taking place from 13 - 19 November, is an event that promises an unforgettable experience for scouts across Singapore, designed to inspire curiosity, foster learning, and encourage personal growth. As part of the core organising team, my role included the overall design of the event and its collaterals.

The event design process commenced in early March 2024, starting with the creation of the primary logo and its subsidiary logos. Drawing from my experience as a scout leader, I conceptualized the design around the essence of patrol life—a foundational scouting experience where groups of eight bond and collaborate during camp.The National Patrol Camp XI (NPCXI) is hosted at Sarimbun Scout Camp, Singapore’s premier outdoor adventure venue for youth of all ages to immerse themselves in outdoor living. A distinctive feature of the camp is the triangular roof of its multi-purpose hall, which inspired and informed the key visual elements of the event’s design, anchoring it in authenticity and context.

About the Design
The design centers on camp life, featuring Sarimbun’s iconic Multi-purpose Hall, tents representing four camp areas,and a rising sun symbolizing camaraderie, challenge, and adventure. Vibrant colors and geometric illustrations create adynamic, memorable emblem for the camp.

Collaterals
Collaterals include the event logo, embroidery patches, scarf, T-shirt, Camp brochure, Certificates, various banners and posters. The main aim, to create a cohesive visual identity that represents the event, its learning objectives and the spirit of Scouting.

Digital
In addition to overseeing the camp’s overall design, I served as the head of catering, managing F&B operations for the event. This role encompassed responsibility for food ingredient management, procurement, and meal preparation for 450 participants. I also led a team of 12 scouts, aged 13 to 16, ensuring timely and safe meal preparation while fostering their teamwork and leadership skills.To support these efforts, I developed a dedicated website providing participants with essential resources, including meal schedules, food safety guidelines, kitchen tutorials, and recipes. This digital platform enhanced the camp experience by equipping participants with the knowledge to ensure a comfortable, enjoyable, and safe environment.

• View the website

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