THE AWARD
CATEGORIES
REGISTRATION
SUBMIT YOUR WORK
ENTRY INSTRUCTIONS
TERMS & CONDITIONS
PUBLICATIONS
DATES & FEES
METHODOLOGY
CONTACT
WINNERS
PRESS ROOM
GET INVOLVED
DESIGN PRIZE
DESIGN STORE
 
THE AWARD | JURY | CATEGORIES | REGISTRATION | PRESS | WINNERS | PUBLICATIONS | ENTRY INSTRUCTIONS

Classical Raya Catalog by Vincent Teoh Boon Seang

Home > Winners > Design #37207 >Interview
Editor Frank Scott (FS) from DesignPRWire has interviewed designer Vincent Teoh Boon Seang (VB) for A' Design Awards and Competition. You can access the full profile of Vincent Teoh Boon Seang by clicking here. Access more information about the award winning design Classical Raya here.



Interview with Vincent Teoh Boon Seang at Thursday 8th of October 2015

FS: What is the main principle, idea and inspiration behind your design?
VB: Identifying the main challenges at hand, we strive to inject a cultural-related theme into our designs. Our goal was to: 1) Create a memorable piece of design, rather than just pages comprised of product visuals and their respective prices. An “artwork” that consumers will see as a keepsake item. 2) Generate a higher level of appreciation for our country’s classical music and traditional folk art – especially among the younger generation. 3) Bring out the spirit of Hari Raya by highlighting a meaningful insight that the consumers can relate to. What better way to do all that than with a “Classical Raya” theme? To bring forth the essence of this theme, our gift hamper catalog is designed to resemble an old vinyl record. The front page of the catalog itself is made to look like the sleeve of a vinyl. We believe that this unique cover would pique the consumers’ curiosity and prompt them to flip the catalog open. However, the “Classical Raya” concept does not stop there. It flows through the entire catalog – from the inner spreads right up until the back cover. Once open, consumers are greeted with a vinyl “spinning” on a record player. The vinyl visual is cleverly designed – so when it is

FS: What has been your main focus in designing this work? Especially what did you want to achieve?
VB: If there is one thing we notice about Hari Raya – it is that timeless Raya songs of yesteryear still remain close to people’s hearts up until today. Through that insight, we came up with the “Classical Raya” theme, with these objectives in mind: 1) Create a memorable piece of design, rather than just pages comprised of product visuals and their respective prices. 2) Generate a higher level of appreciation for our country’s classical music and traditional arts – especially among the younger generation. 3) Bring out the spirit of Raya by highlighting a meaningful insight that the consumers can relate to.

FS: What are your future plans for this award winning design?
VB: I am going to publish it in our website.

FS: How long did it take you to design this particular concept?
VB: About a month

FS: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?
VB: Hari Raya literally translates to “Day of Celebration”. The days leading to this joyous occasion up till the celebration itself are usually accompanied by melodious Raya music, spreading a sense of anticipation and excitement throughout the community. If there is one thing we notice about the Hari Raya music scene – it is that evergreen Hari Raya songs performed by legendary singers of yesteryear still remain as everyone’s all-time favourites up until today. As stated in the catalog, there is just something about classic favourites that captures the essence of Raya in all its splendour. These timeless melodies are held dear by many people as they bring back reminiscence of cherished moments while lifting their spirits to create new ones.

FS: Which design tools did you use when you were working on this project?
VB: Adobe Illustrator, Adobe Photoshop and Adobe InDesign

FS: What are some of the challenges you faced during the design/realization of your concept?
VB: Over the years, the increasing number of products and services in the market has contributed to an influx of catalogs being sent and passed out to consumers. With so many catalogs circulating around the public, chances are, the ordinary ones would probably end up in the bin without so much as a glance. Even if a consumer does flip through your catalog, there is only a small percentage of him remembering your brand, unless he was initially interested in the product you are offering. Given this fact, we have identified two main challenges that we would need to address when creating our Hari Raya 2013 gift hamper catalog: 1) How do we produce a catalog that is interesting enough – not only to stand out among hundreds of other catalogs, but also to create an everlasting recognition of our brand? 2) In the spirit of Hari Raya, how do we reach out and remind consumers of all the good times they have shared with loved ones during this festive season?


FS: Thank you for providing us with this opportunity to interview you.

A' Design Award and Competitions grants rights to press members and bloggers to use parts of this interview. This interview is provided as it is; DesignPRWire and A' Design Award and Competitions cannot be held responsible for the answers given by participating designers.

SOCIAL
+ Add to Likes / Favorites | Send to My Email | Comment | View Press-Release
 
design award logo

BENEFITS
THE DESIGN PRIZE
WINNERS SERVICES
PR CAMPAIGN
PRESS RELEASE
MEDIA CAMPAIGNS
AWARD TROPHY
AWARD CERTIFICATE
AWARD WINNER LOGO
PRIME DESIGN MARK
BUY & SELL DESIGN
DESIGN BUSINESS NETWORK
AWARD SUPPLEMENT

METHODOLOGY
DESIGN AWARD JURY
PRELIMINARY SCORE
VOTING SYSTEM
EVALUATION CRITERIA
METHODOLOGY
BENEFITS FOR WINNERS
PRIVACY POLICY
ELIGIBILITY
FEEDBACK
WINNERS' MANUAL
PROOF OF CREATION
WINNER KIT CONTENTS
FAIR JUDGING
AWARD YEARBOOK
AWARD GALA NIGHT
AWARD EXHIBITION

MAKING AN ENTRY
ENTRY INSTRUCTIONS
REGISTRATION
ALL CATEGORIES

FEES & DATES
FURTHER FEES POLICY
MAKING A PAYMENT
PAYMENT METHODS
DATES & FEES

TRENDS & REPORTS
DESIGN TRENDS
DESIGNER REPORTS
DESIGNER PROFILES
DESIGN INTERVIEWS

ABOUT
THE AWARD
AWARD IN NUMBERS
HOMEPAGE
AWARD WINNING DESIGNS
DESIGNER OF THE YEAR
MUSEUM OF DESIGN
PRIME CLUBS
SITEMAP
RESOURCE

RANKINGS
DESIGNER RANKINGS
WORLD DESIGN RANKINGS
DESIGN CLASSIFICATIONS
POPULAR DESIGNERS

CORPORATE
GET INVOLVED
SPONSOR AN AWARD
BENEFITS FOR SPONSORS

PRESS
DOWNLOADS
PRESS-KITS
PRESS PORTAL
LIST OF WINNERS
PUBLICATIONS
RANKINGS
CALL FOR ENTRIES
RESULTS ANNOUNCEMENT

CONTACT US
CONTACT US
GET SUPPORT

Follow us : Twitter Twitter | Twitter Facebook | Twitter Google+.
Share |