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Case Study

The Client

Singapore Youth Olympic Games Organising Committee (SYOGOC)

The Singapore Youth Olympic Games Organising Committee was behind the first-ever Youth Olympic Games. Karen Hoisington was invited by the SYOGOC to present ideas for the coming YOG Art Park at Marina Bay in 2009. Working with a team of youths to fit the spirit of the YOG, team members included industrial design students from Nanyang Poly and interdisciplinary studies students from Ngee Ann Poly who volunteered their time during their school holidays to embark on this project. We acted as mentors and guides on the creative process which in turn was an out-of-class education in itself. It has been a privilege to be part of the inaugural 2010 YOG in Singapore.

The Challenge

The gateway structure to the YOG Art Park was to be part of the first public art sculptures to be showcased under the new Marina Bay Public Art Programme by Urban Redevelopment Authority (URA). The site given was at an intersection between the roads leading to the Marina Bay Sands Casino and The Esplanade. It was a prominent marker to the YOG park which was to look both distinctive as well as informative.

Datum Branding’s Solution

The young team created a concept named “STRONG? STRONGER!” The letters, YOG, would not be as strong if they stand as single units. With the help of each other, they become stronger together, as "Respect and Friendship bonds with Excellence. The colour red symbolised "Friendship and Vibrancy"; yellow depicted "Excellence and Zest"; and Blue expressed "Respect and Honour". The winning designers from the team were Ian Hiew, Zuhilmi Buhari with contributions from Nanyang Polytechnic (School of Design) & Ngee Ann Polytechnic (School of Interdisciplinary Studies).

For more information on the YOG Art Park on Marina Bay, Singapore:

Installation photos on Facebook: