2024
The 9th Singapore International Photography Festival (SIPF) organised by DECK explores the conscious mind as a repository of memories, emotions, and fleeting moments, much like a collection of photographs. To embody the festival's title, In Search of Lost Time, the branding concept we designed employs portals in motion as a central visual metaphor, representing the passage of time and the ephemeral nature of memories. These portals, applied across all print, digital and spatial assets, act as windows into the various exhibits and themes, where fragments of recollections briefly surface through a fog of time before fading away, evoking the sensory and emotional experience of memory itself.
As a dynamic asset, the portal's shape and animation evolve across mediums by expanding, contracting, or gently oscillating—mimicking the fluid nature of memory. Each venue in the festival adopts a distinct colour scheme, reflecting a unique emotional tone or thematic focus. We also reworked the festival's brand mark, balancing modern minimalism with subtle distortions through stretched or faded letterforms to mimic breath and pause, allowing readers to linger on each word as they would on a photograph. All these touchpoint work together to reinforce the festival’s sensory identity, guiding audiences on a multi-layered journey through time.
