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"Eczema, does it bother you?": Graphic design and creative direction


Project Period: July to November 2019 Level: University Project Description: A mock multimedia design project that requires an omni-channel suite of designs that address a problem that the chosen entity faces. Role: Designer and Creative Skills: Graphic design, market & issue research, creative and design conceptualisation Result: 'High Distinction' assignment grade

Deliverables: Hawker centre table stickers, train grab handles and Instagram gallery post.


"Eczema, does it bother you" was a mock campaign for the National Skin Centre Singapore (NSC) that was aimed at combating discrimination of people with Eczema, fostering a better understanding and dialogue about people with Eczema. It was based on the key research insight that people most commonly misunderstand Eczema to be contagious and often shun away people with Eczema.

The team posed the question back to the public - "Eczema, does it bother you?" to make viewers think and reflect about the prejudice or discrimination that they may have. This creative idea was weaved into the designs which were meant for physical and digital channels - hawker centre table stickers, train grab handles and Instagram gallery post.


Eczema is the most prevalent skin condition in Singapore and is the top skin condition treated by the NSC. One in five Singaporean youths have Eczema. Discrimination against people with Eczema can be seen in society has been well documented.


Our group of two had to find an issue and entity to design artefacts for. We went the route of an issue that had social significance and a topic we were passionate about. This led us to the issue of discrimination against people who have a skin condition.

The first step in design thinking is to empathise. The team had combed through copious amounts of articles, scholarly journals and videos on people with Eczema, discomforts of living with Eczema, misconceptions, hardships, anecdotes of discrimination and perceptions held by the general public and people with Eczema.

The team then looked at past campaigns and collaterals done for the said campaigns.

The group noticed how the HAUS principles - Hierarchy, Alignment, Unity and Shapes were used in the designs to deliver an effective suite for the campaign. From there, we adapted and formulated our own design concept.


There is an importance to foster understanding with my teammate and to ensure clarity when working to put the campaign together. We had to be on the same page on our design style, consistency and messaging across the designs. This meant that it is key to spend time to get to know each other's working style, design tastes and work out a way to be in sync.

Design is also about the details and persevering to get it right. This is when it takes meticulous people a lot of time to scrutinise each element - the placement, layout, size and colour to ensure the design looks good before submission. Often this last stages of refinement could take a long time and can be frustrating as we are in the final stages of the project. However, it is worth to persevere through it and put the final touches no matter how minute they may be.

Taking inspiration from research can help to overcome obstacles. At times, the team was stuck on a messaging that could resonate with viewers without alienating or admonishing them. When we revisited the research insights, we found a simple, yet effective solution that would make the viewer reflect on the issue. It is worth revisiting earlier work in the project to see if there are ideas that can be repurposed differently.

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