Approached by Singapore Chinese Cultural Centre (SCCC) to come up with a solution to draw a younger audience towards traditional Chinese Literature; the team and I created Odyssey, an online interactive experience, as the answer.

Odyssey invites visitors to embark on a journey of reflection and self-discovery, pondering the Chinese philosophy of Yi (righteousness) along the way. Throughout the experience, visitors make loaded choices of what constitutes Yi with The Romance of the Three Kingdoms serving as an epic backdrop.

We wanted to not only create a magical experience that leaned into Chinese culture and literature, but also take a deeper look and dissect the philosophical questions posed throughout the story, therefore being able to create a more relatable context for our target audience, while referring to Chinese literature.

My role involved art directing and creating the concept art behind the experiences as well as the KV and logo.

Logo Development

One of the more nuanced characteristics of the concept of Yi is the fluidity in its meaning, and what constituted as Yi remained dictated by context.
Therefore, it was important that this was encapsulated in the logo, and can be noticed in the movement of the tails in the “Y’s”. It was also important that the logo be reflective of Chinese culture without coming off cliché. The logo aims to subtly allude to the typographic characteristics of Chinese calligraphy, including varying brush stroke widths and the flow between characters.