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SFOF Totem Signage – Directional Design with Depth

For the Singapore Festival of Football (SFOF), I was tasked with designing the event’s totem signages—used as wayfinding guides for vip attendees. The timeline was tight, but I proposed a direction that aligned visually with the event’s branding while addressing real-world visibility and readability challenges.Although the panels were physically flat, I introduced an angled visual layout so that the design would appear dimensional from afar.
This gave the signage depth and presence without physical structure, making it easier to spot in a crowded venue. At the same time, I ensured the design wasn’t overpowering, so the event images remained the focal point.

My Role & Responsibilities

  • Designed directional totem signage under tight production timelines
  • Proposed visual direction that aligned with SFOF branding
  • Applied angled graphics to enhance visual depth on flat panels
  • Balanced clear navigation with unobtrusive, image-friendly layout

Design Approach

  1. Aligned, Ready-to-Produce
    I proposed a clean, brand-aligned design that is print ready.
  2. Illusion of Dimension on Flat Panels
    Although the totem boards were flat, I designed angled graphic elements to give a sense of depth when viewed from a distance. This made the signage more noticeable in a large event space.
  3. Functional
    I kept the layout minimal to avoid clashing with the imagery placed on the panels. Navigation remained clear, while visual content still took the spotlight.

How This Helped the Event

  1. Aligned cost effective solution
  2. Improved wayfinding with signage visible from afar
  3. Enhanced event cohesion by aligning totem design with other materials
  4. Added visual interest to otherwise flat structures — without increasing cost or production complexity