aiyo! 

Social Design, Branding and Identity, 2019


In light of the recent racially charged events in Singapore, as a minority myself, I found myself yearning for some sort of solidarity and community. I realised that I wanted to feel a sense of belonging to the minority community and build networks, especially with fellow creatives. 

Therefore, as a branding exercise, I created this faux social networking platform called aiyo! specifically for the minority community in Singapore to share their works.

I chose the word aiyo! because it is one of the few singlish words that is used widely among all four races in Singapore and doesn’t only come from one language. It also has a fun yet shocking nuance to it which is something I wanted, almost as a reaction to some of the recent events in our racial landscape. The logo was created by integrating a paisley into a typical exclamation mark!