Do You See Me? Rethinking Festival Branding in Singapore
Light to Night Singapore: Do You See Me? is a striking brand identity by FACTORY for the National Gallery Singapore, created for Singapore Art Week’s anchor event. Built around themes of perception and individuality, the design uses layered typography and shifting forms to reveal hidden meanings and invite audience interaction. Winner of Best of Best 2025 in Branding / Brand Identity, the project transforms visual identity into a reflective and immersive experience.
We gained insight from Roy Wang, Lead at FACTORY, as he discusses the project’s origin, the challenges his team overcame, and the creative journey that led to this high-profile award.
Award: C2A Best of Best, Brand identity / Branding
Project: Light to Night Singapore: Do You See Me?
Firm: FACTORY
Lead: Roy Wang
Team:Tamelia Lim, Chrystal Lim, Sandra Lau, Lin Chi Chen, Joelle Puah
Client: National Gallery Singapore
1. Could you briefly introduce yourself or your creative practice, and describe the type of work you focus on?
Roy Wang: FACTORY is an award-winning, multi-disciplinary art and design studio based in Singapore, Malaysia, and Shenzhen. We design experiences across fields such as branding, exhibitions and installations, websites and interactive design, publications, as well as product and packaging design.
2. What was the brief for your award-winning project, Light to Night Singapore: Do You See Me?, and what key goals guided its development?
Roy Wang: As the lead branding agency for Light to Night Singapore 2025, the anchor event for Singapore Art Week, we crafted a visual identity that explores perception, individuality, and the unseen.
3. What inspired the concept behind Light to Night Singapore: Do You See Me?, and how did that inspiration translate into the final outcome?
Roy Wang: Tasked to express the theme Do You See Me?, we built a system that visualises perception itself. Overlapping forms and silhouettes invite viewers to look twice, revealing hidden details that echo the festival’s focus on identity and diversity. The idea transforms visibility into participation, audiences become part of the act of seeing. It is both poetic and functional, grounding an inclusive national event in an accessible visual metaphor.
5. What do you consider the most distinctive or successful aspect of the project?
Roy Wang: The design uses layered type and translucent gradients that merge and separate like shifting viewpoints. Cut-out shapes act as portals, exposing art or video beneath. Colours transition from warm daylight to deep nocturnal hues, symbolising transformation from day to night. The interplay of solid and void evokes the question “Do You See Me?” and builds emotional engagement. Every element serves both aesthetic appeal and clarity, producing a bold yet human visual experience.
6. How do you balance client objectives with your own creative voice or approach?
Roy Wang: The hallmark of creativity is recognizing that there are boundaries, but making it seem like these boundaries never existed.
7. What influences, tools, or trends currently shape your work, and how do you see their impact on the creative industry?
Roy Wang: Unlike previous Light to Night editions, which focused on spectacle, Do You See Me? invites introspection. The overlapping typographic language introduces a dialogue between visibility and absence, rare in large-scale festival branding. Its innovation lies in emotional minimalism: bold yet contemplative. The design strengthens the festival’s brand as inclusive, contemporary, and self-aware.
8. How do you continue to grow and evolve as a creative professional
Roy Wang: We continue to grow by reading, exploring, and pushing boundaries through cross-contextual research in our creative process.
9. What does receiving a Creative Communication Award mean to you, and how do you see it influencing your future work?
Roy Wang: Receiving the award helps us reach a wider audience and gives greater visibility to the work that we do.
CONCLUSION
Light to Night Singapore: Do You See Me? demonstrates how branding can move beyond visual identity into a participatory and conceptual experience. Through thoughtful design and layered storytelling, FACTORY has created a system that invites reflection, interaction, and emotional connection, setting a new standard for cultural and festival branding.