Rsvp: SKIN

Credits & Description:

Advertiser: RSVP
Agency: LOWE SINGAPORE
Category: Design Typography
Chief Creative Officer/Executive Creative Director: Dominic Stallard (Lowe Singapore)
Agency Producer: Jacqueline Wong (Lowe Singapore)
Copywriter: Joseph Cheong (Lowe Singapore)
Digital Imaging: Sue Ann (Wishing Well)
Photographer: Alvin Tan (Teo Studio)
Art Director: Andrew Ho (Lowe Singapore)
Copywriter: Josh Armstrong (Lowe Singapore)

Client Brief Or Objective
RSVP is Singapore’s Organisation of Senior Volunteers. They provide opportunities for senior citizens to enrich the lives of Singaporeans with their years of life experience. They briefed us to expand community awareness, show the organization’s value and increase funding. So we started with the insight that a person’s skin tells the story of their life. And then we thought, why not make skin the medium itself? By capturing the lines, cracks and marks of real faces, fingers and folds, we’ve created SKIN—a personalized typeface that honors the value, age and experience of RSVP’s volunteers.

Outcome
The end result is a client thrilled with their very own typeface. But more than that, it’s a piece of art that can be used forever to tell an infinite number of stories from Singaporean seniors. There’s been an increase in awareness and even a spike in volunteers, however figures for donations are not yet available.

Brief Explanation
The biggest challenge was finding the appropriate shapes and lines to depict the alphabet, without sacrificing style and readability. It meant sourcing huge numbers of talent, shooting excessive shots of just about every part of the body.

Implementation
To maintain integrity with the insight, that a person’s skin tells the story of their life, we decided it was necessary to use the whole body. This choice would be a true reflection of a person as a whole and forces us to consider a person’s life as greater than the sum of its parts and greater than any one moment of their life.