Korang OK?

Brand Campaign & Art Direction

Role: Creative Lead

Touchpoints: Broadcast, OOH & Print Collaterals, Digital & Social Media

The Challenge

During my time at ScreenBox, I led the visual identity for Korang OK?, a national public health initiative created for Singapore's Health Promotion Board. Rolled out during Ramadan, the campaign encouraged healthier lifestyle and dietary choices within the Malay Muslim community. Targeting youths and young adults visiting festive Ramadan bazaars, the challenge was to make public health messaging feel culturally relevant and approachable.

The Approach

I moved away from the clinical visual language often associated with public health campaigns, building the identity around a warm, expressive logotype and conversational messaging. The casual visual language made health advice feel approachable. The logo continues as part of Korang OK?'s identity to date.

For the Community

Built around the playful Malay phrase “Kita dah cukup manis” (“We are sweet enough”), the campaign brought its health message into everyday public spaces through print and OOH. I helped direct the campaign photoshoot and oversaw the visual execution with publishers and media partners, ensuring the identity remained consistent across formats.

Half Page Print Ad on Berita Harian

OOH Advert on Bus Stops

EXTENDING THE CAMPAIGN THROUGH CONTENT

The campaign expanded into a Ramadan cooking series with Chef Mel Dean, featuring healthier takes on familiar Malay dishes. I designed and animated the opening sequence, translating the campaign identity into motion while giving the series its own recognisable expression.

The visual system extended into bilingual recipe cards in Malay and English, creating a practical takeaway from the series while maintaining continuity with the wider campaign.